Introduction
How Black Friday Came to the UAE
The Global Reach
Sands UAE Black Friday Experience
A Changing Relationship
What Makes Black Friday at Sands UAE Special
Collection
The Concept of Black Friday
Black Friday is the Friday that comes right after Thanksgiving in the United States. It has long marked the beginning of the holiday shopping season, a time when people begin searching for the perfect gifts. The idea of Black Friday dates back to the early 20th century. After Macy’s held its first Thanksgiving Parade in 1924, the day that followed naturally became a popular time for people to start shopping for the holidays.
The name “Black Friday” was first used in the 1950s by police in Philadelphia. It described the heavy crowds and traffic in the city as shoppers arrived for big sales and to attend the annual Army–Navy football game. At first, many stores didn’t like the name because it sounded negative. Some even tried to call it “Big Friday” instead. But over time, the name stuck, and by the 1980s, retailers embraced it with a new meaning. They saw it as the day their business moved from losing money shown in red ink to making a profit, marked in black ink.
As the years passed, Black Friday became much more than just a day in the American shopping calendar. It turned into a global retail event. Stores began opening earlier and offering incredible deals that drew large crowds. With the rise of online shopping in the 2000s, the idea of Black Friday quickly spread around the world. By the 2010s, countries far beyond the United States .including the UK, the UAE, and Australia. The had all adopted their own versions of the event.
Today, Black Friday is no longer just about discounts. It has become a cultural moment, a celebration of shopping, and an exciting way to kick off the festive season. For luxury brands and stylish shoppers, it is also a time to discover limited offers, seasonal pieces, and rare finds that elevate holiday gifting to something truly special.
How Black Friday Came to the UAE
Black Friday, the famous post-Thanksgiving shopping event, made its way to the UAE in 2014 through the online retailer Souq.com, which introduced the concept under the name “White Friday” to better align with local customs, where Friday is a holy day .
The response was overwhelming. That first year, the event drew millions of shoppers and quickly set the stage for a regional shopping tradition. Inspired by its success, other UAE retailers – from fashion boutiques to electronics giants – began launching their own versions of Black Friday promotions. Malls and department stores joined in, transforming the final week of November into one of the busiest shopping periods of the year source.
By 2018, Dubai’s “Super Sale” ran alongside Black Friday and featured more than 1,500 stores offering deals up to 90% off. Competing platforms introduced names like “Yellow Friday” to set themselves apart while still capitalizing on the Black Friday momentum .
Today, Black Friday is often referred to as “White Friday” in the UAE – is a firmly established retail tradition. From luxury malls to e-commerce giants, the event marks a key moment in the country’s shopping calendar, with multi-day deals, limited-time collections, and a rush of gift-buying ahead of the festive season.
The Global Reach of Black Friday
Once rooted in American tradition, Black Friday has grown into a worldwide celebration of shopping. As of 2024, it was observed in 129 countries, making it one of the most internationally recognized retail events second only to Christmas in its global influence. While it began as a uniquely American occasion, consumer habits quickly evolved. Today, 77% of shoppers outside the U.S. now participate in Black Friday sales, nearly matching the 89% of Americans who do. Its universal appeal lies in the excitement it brings: exclusive offers, limited-time deals, and the thrill of discovering something special.
A Day of Unprecedented Spending
Every year, Black Friday raises the bar for retail performance. In 2022 alone, shoppers in the United States spent over $9.12 billion online within 24 hours, with nearly half of those purchases made through mobile devices. That same year, global sales soared to $74 billion an impressive 7% increase from the previous year. What began as an in-store frenzy has now become a seamless online and offline experience, driven by technology but still deeply rooted in the joy of seasonal discovery. Luxury retailers now play a major role, offering curated collections and rare finds that blend style with exclusivity.
A Name That Stuck
Interestingly, the term “Black Friday” wasn’t always embraced. In 1961, officials in Philadelphia attempted to rebrand the day as “Big Friday” in hopes of shedding its chaotic image. The effort didn’t resonate. Shoppers clung to the original phrase, and by the 1980s, retailers had transformed its meaning from a reference to crowded streets and traffic, to a symbol of profitability and celebration. Today, Black Friday is associated with excitement, anticipation, and a sense of occasion that transcends borders.
A Cultural Spectacle
The spectacle of Black Friday is unmatched. Some shoppers begin lining up days in advance, braving long nights outside flagship stores in pursuit of limited-edition pieces or once-a-year prices. In one notable year, 22 million people visited Walmart on Thanksgiving Day alone, nearly matching Disney World’s annual attendance. The momentum extends beyond Friday, sparking events like Cyber Monday and turning the entire weekend into a retail showcase. For many, it's not just about buying , it’s about participating in a global celebration where luxury and lifestyle meet opportunity.
Sands UAE Black Friday Experience
This Black Friday, Sands UAE invites you to explore a refined world of luxury where timeless pieces meet exclusive holiday offers. The curated Black Friday collection presents a handpicked selection of fashion and watchmaking icons, each chosen for its craftsmanship, heritage, and lasting elegance.
One of the standout pieces is the Goyard Saigon Souple Mini Bag, a distinctive handbag that reflects Goyard’s rich legacy. With its structured shape, wooden top handle, and leather-trimmed corners, the bag pays homage to the maison’s origins in fine trunk-making. It blends vintage charm with a modern silhouette, making it a treasured addition to any collection.
For those who appreciate the elegance of accessories, the Hermès Kelly Belt 18 offers a refined nod to the iconic Kelly bag. Made from Epsom calfskin leather and detailed with the signature turn-lock buckle in gold, the belt is both stylish and adaptable. It transitions effortlessly from day to evening, adding a polished finish to any look.
Watch enthusiasts will admire the Cartier Panthère de Cartier, a celebrated timepiece known for its delicate five-link bracelet and elegant case. With its silvered dial, blue steel hands, and blue spinel crown, this watch combines classic beauty with enduring appeal, making it a symbol of grace and sophistication.
These selections reflect just a glimpse of what Sands UAE has curated for Black Friday. From rare handbags and elegant accessories to iconic watches, each item is sourced with care and offered with a dedication to excellence. With personalized service, global delivery, and a commitment to authenticity, Sands UAE turns this Black Friday into a luxurious shopping experience to remember.
The Luxury Industry and Black Friday: A Changing Relationship
Over the past few years, Black Friday has become a significant moment for the luxury fashion and accessories world. While traditionally many high-end brands avoided participating in widespread discount events, recent trends show that the luxury sector is evolving to meet the expectations of modern shoppers.
2022: Steady Momentum and Selective Growth
In 2022, luxury brands saw continued strength during Black Friday, especially in fashion and accessories. While not all luxury houses offered public discounts, those that did experienced a healthy increase in demand. Global sales for personal luxury goods had already grown by nearly 22 percent that year, and Black Friday activity added to that momentum. Apparel in particular saw a nearly 19 percent rise in sales on the day, showing that shoppers were still willing to invest in high-quality items when given the right opportunity.
2023: Caution in the Market but Luxury Held Strong
In 2023, the luxury market faced a slower economy and more cautious spending. While overall retail sales on Black Friday rose only slightly, luxury retailers that offered carefully curated promotions still outperformed many other segments. High-end brands that maintained their standards while offering exclusive selections saw success. Foot traffic in luxury boutiques rose by around 2 percent, with younger clients such as Gen Z showing a renewed interest in in-store shopping for its personal experience and ambience. Most purchases, however, continued to shift online, with over 80 percent of luxury online orders placed from mobile phones.
According to Salestechstar
2024: A Digital Rebound for Luxury Shopping
Black Friday 2024 marked a turning point. Luxury fashion saw a strong return to growth, especially through digital platforms. Sales of high-end fashion products grew by over 14 percent compared to the previous year. Many brands offered limited-time online access to rare items or private sale events that respected their brand image while welcoming a broader audience. The result was a surge in demand, especially among younger, style-conscious shoppers. Average prices per item were slightly lower, suggesting customers bought more while seeking long-term investment pieces.
What Shoppers Want from Luxury on Black Friday
Luxury shoppers are not just looking for discounts. They are searching for access, rarity, and peace of mind. During Black Friday, many clients want the opportunity to find limited-edition or hard-to-source items they have been watching for all year. They also value service, trust, and curated selections over volume and hype.
This is where Sands UAE plays an important role. Rather than overwhelming shoppers with fast deals, Sands focuses on offering rare, authenticated pieces through a refined shopping experience. Each product is selected with care, from exclusive Hermès bags to timeless accessories, all backed by expert sourcing and white-glove customer support. For many luxury collectors, it is not just about saving , it is about finding something special in a space that respects the elegance of the brands they love.
What Makes Black Friday at Sands UAE Special
Black Friday 2025 marks the second year of this exciting event at Sands UAE. After a successful launch in 2024, Sands has brought back its Black Friday experience with even more care and attention to detail. This is not your usual shopping sale. At Sands, Black Friday is calm, personal, and filled with luxury.
Instead of loud discounts and busy crowds, Sands UAE selects a special collection of rare and beautiful items. These include timeless handbags, elegant watches, and exclusive accessories from top designers like Hermès, Cartier, and Goyard. Each piece is chosen for its quality, style, and value.
What makes it truly special is the white glove service. From the moment you visit the website or speak to a concierge, you receive one-on-one help from expert shopping advisors. They can guide you, answer your questions, and even help you find a hard-to-get item. Every step is smooth, private, and focused on you.
Black Friday at Sands UAE is made for those who enjoy thoughtful service and rare luxury. It is a chance to shop for something truly special, all while being treated with the highest level of care.
Black Friday Collection
SANDS UAE unveils its limited Black Friday Collection, bringing together authenticated pieces from Hermès, Polene, and Goyard. Designed for Dubai’s discerning collectors, each item reflects a commitment to artistry and lasting value.