A joint study by entertainment platform Platinumlist and UAE gifting platform Udora has found that 68 per cent of Gen Z in the UAE budget AED 500 or more each month on going out, events and gifts. When finances get tight, that social spending is among the last things they cut.
The research maps how this generation navigates connection in one of the world’s most digitally saturated markets, where mobile connections outnumber residents and social media accounts outnumber people.
The finding that runs through almost every data point is that digital does not replace physical – it feeds demand for it. More than 90 per cent of respondents said their digital lives push them to look for more in-person contact, and only 10 per cent believe digital interaction can substitute for being together in person.
“High digital penetration is not a threat to physical retail and live venues. In fact, it generates demand for them. Technology is very good at making connection frictionless, but that does not make digital contact a substitute for being together. Only 10% of respondents believe it can replace real-life interaction, while the overwhelming majority buy two or more event tickets at least some of the time,” Cosmin Ivan, CEO at Platinumlist said in a statement.
Platinumlist’s own transaction data tells the same story. In the first half of 2026, concerts grew 75 per cent year on year, indoor attractions 94 per cent, and Desi events 69 per cent. Orders per active buyer rose around 9 per cent in H1 2026, even as buyers shifted toward more affordable options under AED 500.
Three of the four strongest motivations for buying event tickets are relational: 42 per cent cite memories with family or a partner, 39 per cent time with friends, and 37 per cent having something to look forward to. Brunch, dining and concerts are the preferred formats for reconnecting with someone they haven’t seen in a while, each chosen by 60% of respondents – three times any other format.
When budgets tighten, the hierarchy is clear. Some 42 per cent say they protect spending on concerts and live shows, and 32 per cent protect dining out. Fashion and digital subscriptions fall well behind, protected by only 15 per cent and 16 per cent respectively.
Gifting is following a similar logic. Some 70 per cent of respondents have bought a gift specifically to reconnect with someone, and six in ten send gifts with no occasion at all. Udora’s internal data shows that 40 per cent of orders placed in 2025 were not tied to a special event.
“In a market as digital as the UAE, people are constantly connected, and that makes personal gestures even more valuable. On Udora, we see more gifts being sent outside birthdays and holidays, as gifting becomes part of everyday communication. In 2025, 40% of Udora orders were placed without a special occasion. A small gift is becoming a simple way to reconnect, show support or bring something personal into a digital relationship,” Slava Bogdan, CEO & Founder of Udora added.
On Udora, multi-item balloon orders grew 21 per cent and cake and sweet gift orders rose 15 per cent, with up to 85 per cent of buyers in those categories purchasing more than three times a year. Order frequency outpaced GMV growth, at 5 per cent versus 2 per cent, suggesting that regularity rather than premiumisation is driving momentum.
The 19% of respondents who spend over AED 2,000 a month on social life represent the highest-spending segment, while only 2 per cent stay below AED 250. Frequency compounds the picture further: 71 per cent spend on social plans at least once a week.
The study situates these trends against a broader generational shift. Experian data cited in the report found that 63% of US Gen Z would rather spend on experiences now than save for retirement.
In the UAE, where nearly half the population is under 35, the study suggests that tendency will only strengthen. The UAE event management sector is projected to reach $27.4 billion by 2034, and the country’s online gifting market is forecast to grow at a 15.9% CAGR through 2029.
