Why do Saudis buy what others buy?
Marketing in Saudi Arabia is evolving at an unprecedented pace, shaped by Vision 2030 reforms, a booming digital economy, and a generational shift in consumer mindset. Among this transformation, one of the most influential drivers of consumer behavior remains social norms. These unwritten rules, grounded in shared expectations and collective behavior, play a central role in how Saudis choose what to wear, eat, drive, and buy.
Understanding these norms isn’t just a cultural curiosity – it is a strategic imperative for marketers who want to thrive in a society where community values, identity signaling, and social conformity matters.
1. The science behind social norms in consumer behavior
Social norms shape consumer choices in two main ways:
- Descriptive norms: what people observe others are doing and assume is normal.
- Injunctive norms: what people believe is socially approved or expected.
A great example of descriptive norms in action is the rapid adoption of Tamara, a Buy Now, Pay Later (BNPL) platform in Saudi Arabia. What started as a fintech solution quickly evolved into a social signal. When young Saudis saw friends using Tamara to split payments on Farfetch orders or food delivery apps, the platform gained credibility. It wasn’t just convenient; it became cool.
According to SAMA’s 2022 Fintech report, Tamara’s user base skyrocketed from 76,000 in 2020 to over 10 million by 2022. That kind of growth isn’t just about tech adoption; it’s about momentum rooted in visible behavior. The more it was used, the more “normal” it became. What started as a smart way to manage money became an unspoken lifestyle statement.
The same logic applies to STC Pay, which rapidly overtook traditional banking among young Saudis and professionals. Their sponsorships of events like Gamers8 and integration with online retailers sent a message: digital wallets aren’t just functional – they’re part of a modern Saudi identity.
By contrast, injunctive norms shape behavior by signaling what is socially approved. These norms for example increasingly influence eco-conscious consumption. For example, in Jeddah, Al-Esayi Beverage Corporation partnered with SIG in August 2024 to introduce sustainable Bag-in-Box (BIB) packaging, minimizing environmental impact and tapping into a growing eco-conscious norm.
Another example is offered by Unilever’s Love Beauty and Planet. It launched shampoo bottles made entirely of post-consumer recycled (PCR) plastic. Customers feel they’re doing the “right thing” by choosing brands visibly committed to sustainable packaging.
These examples highlight how brands can leverage injunctive norms authentically, promoting socially responsible behavior and aligning marketing messages with values that resonate deeply in the Kingdom.
2. The Bandwagon Effect: following the crowd, Riyadh style
Where people adopt a trend simply because others are doing so, has always been a pattern in Saudi Arabia’s social media-driven economy.
During Riyadh Season, Nike’s custom sneaker booth in Boulevard City became a viral phenomenon. Not (just) because the shoes were stylish, but because they became social proof of being part of something bigger – a cultural moment. Local celebrities, influencers, and even mid-tier content creators flaunted their pairs on Instagram and TikTok, turning their sneakers into more than a product. They were a statement of inclusion.
Even food isn’t immune. The surge in popularity of local burger chains like Section-B or Shawarma House wasn’t just about taste – it was fueled by Instagrammable interiors and long queues that created the illusion (and reality) of must-try status.
3. Social Proof: trust in the age of influence
Saudi consumers place high value on trust and community endorsement; traits deeply rooted in tribal culture, religious values, and the collective spirit of Gulf societies.
Digital word-of-mouth is the new majlis. For example, platforms like TikTok and X amplify peer validation. Brands that appear often on “What I bought this week” videos by Saudi creators get an automatic leg-up. Another example comes from Dove Arabia: they tapped into this sentiment by featuring Saudi women and influencers in their “Real Beauty” campaign. This wasn’t just inclusive marketing. It was social proof that Dove understood local realities. Or how about Shein? Their viral success in the Kingdom can be traced directly to Saudi beauty and fashion influencers (like Hessa Al-Awaji and Lama Alakeel) who showcased budget-friendly looks, reassuring their followers that affordability and trendiness weren’t mutually exclusive.
In Saudi culture, “Who else is using this?” isn’t a superficial question. It is an evaluation of legitimacy and alignment with local values.
4. The Scarcity Heuristic: limited means desirable
In Saudi Arabia’s status-conscious consumer market, scarcity is a powerful cue for value. If it’s hard to get, it must be good.
Starbucks Arabia mastered this with seasonal exclusives like the Saffron or Pistachio Latte. These limited releases became social media fodder, with Saudis posting first-sip selfies before they vanish from the menu. Abdul Samad Al Qurashi, one of the oldest perfume houses in the Kingdom, regularly releases limited-edition ouds and attars available only during Hajj season or National Day. Owning one signals sophistication, exclusivity, and cultural grounding. Apple product launches regularly see queues outside major malls like Riyadh Park and Cenomi Mall of Arabia, not because of a lack of online ordering, but because lining up is part of the hype; a ritual signaling dedication and elite access.
Scarcity creates urgency, but in a high-context culture like Saudi Arabia, it also grants status.
Ethical Marketing: navigating norms without exploitation
While social norms can supercharge brand growth, marketers have a responsibility not to exploit them unethically. Luxury brands like Rolex or Chanel subtly perpetuate class distinctions, leveraging social pressure to drive aspiration. So the question remains: are young Saudis buying for personal meaning, or to signal status to peers?
It is imperative to know why consumers may adopt certain brands for ethical reasons not for commercial reasons alone. More importantly, responsible Saudi brands should consider the financial well-being of young consumers. The rise of Buy Now, Pay Later services, while convenient, can also encourage overspending and financial instability especially among Saudi youth. Instead of reinforcing the pressure to buy luxury goods or keep up with trends, brands should promote mindful consumption – positioning high-end products as an occasional treat for oneself rather than a necessity to impress others.
This approach not only aligns with ethical marketing principles but also fosters long-term brand loyalty by demonstrating that the brand genuinely cares about its customers’ financial well-being. For example, a premium Saudi chocolate brand like Bateel could frame its luxury boxes not as Eid must-haves for social display, but as rare indulgences tied to heritage, craftsmanship, and self-care.
Beyond Marketing: challenging social norms with purpose
Social norms in Saudi Arabia are powerful forces shaping consumer behavior. However, they are not immutable. While ethical marketing is one path forward, combatting the more harmful effects of conformity-driven consumption requires a multi-layered approach that includes education, regulation, and community leadership.
Educational institutions and public campaigns can play a crucial role in fostering media literacy, financial awareness, and critical thinking. When young Saudis understand how influence works – how trends are constructed, and social proof is amplified – they are better equipped to make independent, values-driven decisions rather than simply following the crowd.
Influencers and public figures also hold significant sway. When creators normalize alternative behaviors (such as reusing fashion, celebrating local craftsmanship over global luxury, or prioritizing personal wellness over social performance) they quietly rewrite what is aspirational. A Saudi TikToker highlighting thrift shopping, or a local chef promoting sustainable food practices and smaller portions, may have a more lasting impact on consumer culture than any ad campaign.
Policymakers and platforms have a role, too. Regulation around misleading promotions, installment-based overspending, or greenwashing practices can shift the incentives for brands and influencers alike. Platforms like TikTok or Instagram should explore features that encourage content transparency, e.g., labeling sponsored content more clearly or nudging users toward mindful consumption.
Finally, brands themselves can go beyond ethical messaging by building community-led initiatives like co-creating products with local artisans, supporting youth entrepreneurship, or funding consumer education efforts that show a long-term commitment to social progress, not just profit.
In a society as dynamic and youth-driven as Saudi Arabia, reimagining social norms in marketing isn’t about rejecting tradition; it’s about updating the collective story of what success, status, and self-worth really mean. By embracing thoughtful interventions across culture, commerce, and community, Saudi Arabia can shift from reactive consumption to reflective choice – building a marketplace that mirrors its broader ambitions: modern, intentional, and deeply rooted in its values.
Dr. Maha Baz
Dr. Maha Baz is a Senior Researcher / Senior Consultant at Behavia and a Strategic Communication and Media Advisor for Excellence. She has 20 years of experience in strategic marketing, communication, and consumer behavior. She holds a PhD in Marketing from the University of Leicester on the subject of ‘Sharing Economy in the Arab world’ and has written a book chapter about it in the “Handbook on the Sharing Economy”. She advises and consults public and private sector clients on marketing with behavioral insights.