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The Unconventional Guide to White Wednesday Shopping

White Wednesday is back this November. But hey, wait… What is White Wednesday anyway?

White Wednesday is our unconventional way of calling White Friday!

White Friday is the Middle Eastern equivalent of Black Friday in the US where discounts are offered by small and mid-sized e-commerce stores. It’s a great opportunity for buyers to grab quality products at anything between 30% and 80% discount. It usually takes place at the end of November where customers are presented with jaw-dropping deals for a diverse range of products.

The first idea of a grand sale was introduced to the Middle-Eastern world in 2014 as a way of increasing internet traffic and hiking sales. Ronaldo Mouchawar, CEO of Souq, the largest e-commerce site in the Arab world, had witnessed how Americans would go crazy for deals and discounts. He decided to conduct a similar event in the region with a little spin on it: Black Friday became White Friday to make it more compatible with Middle-Eastern culture and resonate with its values.

Spread and Coverage

The concept of White Friday was initiated in Saudi Arabia, Kuwait, and the UAE and later spread to countries like Qatar, Bahrain, Oman and Egypt. Even merchants from Pakistan have begun replicating similar deals. Apart from the internet, White Friday sales are also held in many brick-and-mortar stores spread across the Muslim world.

Save the Date

White Friday initially started off as a one-day affair but souq and other retailers chose to expand it to four days to provide more people the opportunity to participate in the sales. This year our White Wednesday offer is bigger than any other offer we had and it will start from 21st November and continue until 3rd December.

Exclusive Deals

With hundreds and thousands of health and beauty products, fashion accessories, home décor, fragrances, gift ideas and signature collections, you are bound to be spoilt for choice when you go shopping this White Friday.

With giant discounts available on all products, it’s a great idea to stock up on as many goods as possible. So, be it Cylindrical Metal Accent Tables, Maybelline New York Super stay Matte Ink Liquid Lipstick, Textured Mosaic Lantern with Handle or the VOTIVO Studded Jar Candle, go get amazing deals and turn your wish list into reality!


If you’re shopping at a brick and mortar store, take a partner along. Split up your list into two so that you can shop faster and deal more effectively with the crowd. If the internet is more your thing, don’t forget to look for additional discounts in the form of cash back offers. Planning ahead for your White Wednesday shopping could save you a lot of time and money and help you get many good deals.