In this article
Key takeaways
- A gift in 23% of kids ads, one of the highest shares among categories: mothers love "one more piece".
- 74% video, and the child uses the product in the ad more than the product is shown alone.
- The median advertised price is SAR 99; half of the ads sit between SAR 50 and 300: small, repeat goods.
- The category is spread over 1,974 pages: an open field for small stores.
What is sold to kids through ads
What lasts in the category: educational toys (building, letters, numbers), big toys for the garden and the house, kids' clothes in sets, baby essentials (bags, strollers, feeding), and the "seasonal" products before Eid and the school year. The winning ad shows a real child playing or wearing, not a catalogue picture.
How they sell
A gift in 23% of the ads: a small toy with the order, or "two for the price of one". A discount or an offer in 42%, cash on delivery in 18%: the mother wants to see the material and the toy's size before paying. Safety and material ("phthalate-free", "100% cotton") is an argument that repeats in the longest-running ads.
Where kids ads run
The UAE and Saudi Arabia lead, then Kuwait and Qatar. The category usually runs across the Gulf because the product is light and shipping is easy, except big toys. Read Trending in the Gulf for the overall picture.
Prices
Of 391 ads that stated a price: the lower quartile up to SAR 50, the median 99, the upper quartile from 300. A repeat-purchase market: a low price, a new order every time the child grows, so one customer is worth more than her first order.
Who advertises most
The page with the most ads in the category: "Nicelygo200" (121 ads), then "Qualicove03" (109) and "Stellartrand03" (92). 1,974 pages share 9,202 ads: nobody owns the category.
WhatsApp without a store first, then Shopify and Salla. Salla and Zid ads.
Seasons: Eid and back to school
Kids ads are seasonal above all: Eid clothes weeks before Ramadan, school supplies in August, toys in the summer holiday and before Eid. The merchant who starts a month before the season tests the ad at a lower cost. The dates in Gulf ad seasons, the templates in Arabic ad copy.
| Angle | Copy (ours) |
|---|---|
| Learning | "A toy that teaches your child the letters by playing: ages [age], safe material, SAR [price], cash on delivery." |
| The set | "The full Eid set: [pieces] in sizes from [age] to [age]. Order before [date] and it arrives before Eid." |
| The gift | "A gift bag with every stroller. Free delivery and a one-year guarantee." |
