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Traditionally perceived as a quiet time, summer in the Gulf Cooperation Council (GCC) is evolving into an impactful season for brand engagement. Dina Al Sabbagh from Snap discusses how changes in consumer habits, local leisure activities, and reduced advertising costs are redefining marketing strategies for this period.
What Makes Summer in the GCC a Valuable Chance for Brands to Engage and Convert?
The belief that summer in the GCC is a “dead season” is outdated. This mindset originated from the extended vacations residents take to escape the heat and the lack of significant cultural events during this time. Consequently, brands typically reduce their marketing efforts, overlooking a significant opportunity for those who recognize the value of connecting with audiences when advertising costs are lower, competition is diminished, and many consumers remain active and engaged locally.
Data from Snap indicates that advertising costs during the summer period (April to August) are 19% lower than the average annual cost-per-mille (CPM), making it one of the most economical times for brands to launch their campaigns. Additionally, as CPMs decrease, transactions are noted to rise in April and June, allowing brands to capture high-intent engagement at a more affordable rate.
In Saudi Arabia, for instance, summer is transforming into a vibrant cultural and commercial force. The travel and tourism sector is projected to reach $4.3 billion by 2027 (Statistica), with Snapchat playing a pivotal role in this growth — from planning to exploration. Notably, 89% of Snapchat users who book holidays utilize creator links, while 93% rely on social media to find the best travel bargains.
How is Consumer Behavior Changing During the Summer Period?
Far from slowing down, summer in the GCC is evolving. While international travel remains popular, this season is far from being inactive for brand engagement and shopping. On one hand, consumers are increasingly exploring the expanding local leisure options, and on the other, they are preparing for their overseas travel.
The rapid enhancement of entertainment facilities in the GCC is providing residents with more activities to enjoy, spend on, and explore during summer. From concerts and festivals to staycations and unique experiences, the season is becoming increasingly dynamic. Our research with Ipsos revealed that consumers averaged three domestic trips during the summer of 2024, showcasing a growing desire for local leisure and weekend escapades.
Additionally, our survey debunked the myth that consumers postpone their summer shopping until traveling abroad. In fact, over 75% of holiday shopping in both Saudi Arabia and the UAE is pre-planned and conducted locally before their trips. This behavior is motivated by the desire to take advantage of discounts, ensure trip readiness, or conserve time for other activities while away.
The outcome is a summer that is not only active but increasingly purposeful. This presents brands with a powerful opportunity to engage with audiences who are simultaneously in the discovery, planning, and purchasing stages.
How Can Brands Participate Authentically in Real-Time Events Without Major Campaigns?
Maintaining relevance doesn’t always require grand campaigns. Brands can leverage smaller occasions and celebrations, such as graduations, Father’s Day, or back-to-school events, to create authentic and timely connections.
These mini-events help sustain brand visibility without the effort of large-scale promotions. They have proven effective; a 2022 NRG study commissioned by Snap indicated that 88% of Snapchat users feel brands that acknowledge and support celebrations they value are more relevant to them.
In terms of media planning, these intervals offer enhanced ROI. CPMs during the summer period (April to August) are 19% lower than the annual average, making it one of the most cost-effective times to engage audiences, especially when tied to culturally relevant content.
Snapchat users frequently discuss and share their purchasing choices both before and after their transactions, making it crucial for brands to stay top-of-mind. For instance, during Eid and graduation periods, content related to gifting and beauty sees a rise, while wedding seasons drive higher engagement with fashion, jewelry, and event services. Around Saudi National Day, themes of national pride and artistic expression become prominent, fostering user interaction with AR Lenses, geofilters, and Spotlight content. The clear takeaway for brands is the importance of being present at key moments, even if they don’t coincide with major seasonal events.
How Are Consumers Transforming the Traditional Marketing Calendar, and What Should Brands Adapt?
Today’s consumers are less inclined to wait for significant events to engage, leading to a transformation in traditional marketing calendars. While conventional seasonal peaks still matter, consumers are increasingly participating in spontaneous and culturally influenced ways throughout the year.
Brands are adjusting by viewing traditional moments as anchors for broader strategies rather than sole focal points. Modern marketing calendars are evolving, serving as benchmarks for activities aimed at fostering online connections not just during prominent occasions but also throughout quieter periods to maintain engagement. This fresh approach blends key events with an “always on” strategy, promoting brand visibility during both peak and off-peak times, particularly when consumer attention is high and CPM competition is lower.
Instead of depending on large campaigns alone, brands are engaging audiences through smaller, targeted initiatives whether through platform-specific creative strategies, influencer storytelling, or content reflecting emerging trends and mini-events. The new marketing calendar is less about fixed dates and more about adapting to consumer attention patterns. Brands that focus on relevance rather than solely on seasonality will remain top-of-mind.
How Can Brands Leverage Seasonal Themes — Such as Travel, Well-Being, and Family Time — to Cultivate Deeper Emotional Bonds During Summer?
It begins with recognizing how seasonal behaviors can differ among various audiences and understanding what emerging trends influence consumer choices. Our summer research indicates that locals in Saudi Arabia and the UAE are more inclined than expatriates to undertake international family trips, allowing for messaging that focuses on connection, memory creation, and shared experiences.
There is also a noticeable rise in consciousness regarding wellness and self-care — but approaches aren’t uniform. Depending on the audience, self-care may manifest through beauty routines, physical health, mental clarity, or nutrition. These seasonal strategies present brands with opportunities to resonate with what really matters to their audiences during summer, from trip preparation to relaxation or recharging for what lies ahead.
The key lies in addressing emotional drivers, not just marketing calendar points. Through creator content, evocative storytelling, and AR, brands have the chance to engage in a timely, personal, and deeply relevant manner.
What Significance Does Cultural Relevance Hold in Summer Campaigns Across the GCC, and How Can Brands Localize Effectively Without Relying on Clichés?
Cultural relevance manifests in various aspects. Whether through messaging choices, tone, imagery, or engagement with timely local trends, it fundamentally stems from a deep understanding of the consumer’s identity and interests during this specific period.
In the GCC, the summer experience varies significantly based on location and demographic; for instance, local families may plan travel around Eid while younger audiences engage in wellness activities or celebrate graduations. Brands that go beyond clichéd summer narratives and instead reflect the behaviors and aspirations of their target audience are more likely to build authentic relationships.
Such an approach does not necessitate a complete overhaul; it often begins with adjusting perspectives by being contextually aware, engaging in current conversations, and presenting in ways that feel both familiar and refreshing. Effective localization is subtle, intentional, and in tune with the audience’s emotions.