What is Saudi National Day? And What Could It Mean for Business?

By Hana Nemec

While those of us that are familiar with 4th of July take pride in the day’s symbolism of independence, Saudis celebrate their National Day annually on September 23rd, surrounding the concept of unification. Why September 23rd? This was the day in the Gregorian calendar in 1932 that King Abdulaziz unified the different regions throughout the Kingdom into the Saudi Arabia we are familiar with today.

Prior to this time, the area was known as the Kingdom of Najd and Hijaz wherein it was ruled as a dual monarchy. Although the day has held historic significance for decades, it has only been considered a public holiday since the announcement calling for its recognition in 2005 under the guidance of the late King Abdullah bin Abdulaziz.

As per usual, the day is considered a public holiday, and will fall on Wednesday this year. While in recent years, restrictions have been loosened and National Day celebrations have become increasingly elaborate, this year’s circumstances will not allow for the large gatherings, concerts, cultural festivals, and nationwide events.

However, businesses still are able to use National Day as an opportunity to advertise special sales and promotions in alignment with the holiday. In light of the global economic downturn due to COVID-19, many Saudi-based businesses are hoping that these promotions will create a boost in sales to produce much needed cash flow. Additionally, these Saudi National Day sales are expected to shift to ecommerce promotions more aggressively than prior years. With consumers becoming increasingly cautious about how they spend their money in the uncertain economic climate, time will tell whether or not there will be any sizeable increases in sales as there have been in prior years.

Despite the new restrictions in place due to COVID-19 that will limit the capacity of celebrations, Saudi National Day remains a day of pride for citizens. Expatriates living within Saudi Arabia that have found themselves interested in the nuances of the culture are also encouraged to take the opportunity to reflect on its rich history and deep-rooted traditions that make Saudi unique