A concept store's White Friday in Dubai
Winning the biggest shopping weekend of the year with curated gift edits instead of the deepest discount.
Grow White Friday sales in store and online without relying on the deepest discount in the mall.
White Friday is loud. Every brand discounts, and a small store cannot win on price. What it can win on is taste: the products nobody else carries, chosen by people the customer trusts.
"Picked by." Four local creators each curate a gift edit from the store, from "for the friend who has everything" to "under AED 200". The edits become the store's White Friday, online and on the shop floor.
The plan
- Three weeks before
Edits
Creators pick their edits in store. We shoot each edit as stills and short videos.
- Two weeks before
Reveal
One edit revealed every few days on Instagram and TikTok, with the creator's own post on the same day.
- White Friday weekend
In store
An evening styling session with the creators, edits displayed together, and a small gift with every edit bought.
- After
Into Eid Al Etihad and DSF
Best-selling edits carried into the Dubai Shopping Festival season.
What we would measure
- Sales of each creator's edit
- Store visits during the weekend
- Saves and shares on edit posts
- Messages asking about products
- New followers from creator posts
Services involved
More concepts
Other briefs, our way
Opening a specialty café in Riyadh
Filling the tables in the first eight weeks with a countdown, a creator preview night and a reason to come back.
A mobile game launch across Saudi Arabia and the UAE
A launch weekend built around streamers and a community tournament, so players arrive together and stay.
Want a plan like this for your brand?
Send us your brief. We will come back with questions, then a first idea and plan built for your market.