13 August 2023
Eid Al-Adha 2023, by the numbers
Across 14 pilot tenants, Eid Al-Adha 2023 generated 3.4× normal-week revenue with 2.1× normal-week dispatch volume. Median order ticket: AED 380. Most popular SKU: white roses + greenery wrap. Here's what we learned.
The aggregate
Across 14 pilot shops in the UAE running on Floree during the week of 26 June – 2 July 2023:
- 3.4× the prior month's daily revenue across the eve and Day 1
- 2.1× the prior month's dispatch volume — labour was the bottleneck, not supply
- AED 380 median order ticket
- 48% of orders were paid through the storefront vs walk-in; up from 31% the prior holiday season
- White roses + eucalyptus + raffia wrap was the single most-ordered combination at 3 of the 14 shops
What surprised us
The shift to online ordering. We expected a spike — Eid is a "deliver to family" occasion — but a 48% online share for a holiday traditionally driven by counter visits is meaningful. Two of the shops accepted Tabby and saw 11% of orders use it; the others ignored it and missed those customers.
What we'd tell shops planning Eid 2024
- Pre-build holiday collection on the storefront a full month early. The first orders land 21 days out.
- Stage the wholesaler order. Last-minute Eid hydrangea is 80% more expensive than two weeks ahead.
- Offer same-day delivery as a paid upgrade, not a default.
- Have a dedicated Greeting Cards landing page on your storefront; greeting cards convert at 2.4× the catalogue average during religious holidays.
We'll do this kind of post-mortem after every major holiday. [Subscribe](/blog) to catch the next one.