The Saudi market is particularly attractive for European companies due to the prevalence of small to medium-sized independent boutiques and shops. Sales in this market are primarily driven by bookstores, stationery stores, boutiques, and supermarkets, largely within the unorganized sector.

The timing of the show is crucial—it takes place in September, right after the back-to-school season. This is the perfect time for buyers to source new products for the 2026 season, as well as to take advantage of the smaller back-to-school sales in January. Moreover, the expo is scheduled just before major international shows like the Canton Fair and Paperworld Middle East, which will enhance both the quality and quantity of buyers from the GCC and Saudi Arabia. Typically, buyers spend weeks in China during the Canton Fair, which limits their participation in Dubai-based events where Saudi buyers are less represented.