Consumer Behavior in Ramadan: Trends Shaping the MENA Region
Ramadan is a time like no other in the MENA region. It’s a month of fasting, prayer, and reflection, but it’s also when our daily routines and shopping habits shift. From bustling markets to late-night online shopping sprees, this holy month reshapes how we live, connect, and spend. For brands, understanding these changes is the key to staying relevant.
Ramadan Spending: More Than Just Tradition
Every year, Ramadan brings a surge in spending across the region. In Saudi Arabia, for example, 64% of consumers say it’s the perfect time to shop, compared to 55% in previous years. This is the season for new clothes, lavish meals for gatherings, and thoughtful gifts. For retailers, it’s an opportunity to connect with shoppers who are eager to celebrate and give back.
Promotional campaigns often take center stage, with many businesses reporting double-digit growth in sales. According to Statista, Ramadan retail sales in the UAE alone were projected to reach $5 billion in 2024, fueled by discounts and bundles that align with the festive spirit.
Late-Night Shopping Takes the Lead
With fasting during the day, nights in Ramadan come alive, and so do digital platforms. Studies show that e-commerce activity peaks between 12 AM and 3 AM after iftar. In 2024, online transactions in the MENA region grew by 23%, while gross merchandise value (GMV) saw a 13% boost.
For brands, this means one thing: go nocturnal. Timing campaigns to target the post-iftar crowd can make all the difference. Think flash sales or engaging ads designed specifically for night owls scrolling on their phones.
Chasing Value: The Ramadan Shopper Mindset
Affordability is king during Ramadan. Whether it’s grocery shopping or splurging on gadgets, 95% of shoppers in the UAE prioritize value for money. Deals, bundles, and discounts dominate their buying decisions.
For businesses, tapping into this mindset isn’t just about lowering prices. It’s about showing that you understand your audience’s priorities. Highlighting savings, exclusive deals, or limited-time offers can create excitement and boost loyalty.
The Generosity Factor
Ramadan’s essence lies in giving, to loved ones and those in need. This culture of generosity drives a significant portion of spending. In Saudi Arabia, 46% of people plan to spend more on gifts during Ramadan, according to a recent YouGov report.
For brands, this presents an opportunity to connect emotionally. Campaigns that emphasize the joy of giving—whether through thoughtful gift guides or charity tie-ins—can resonate deeply with audiences during this time.
Speaking the Local Language
Ramadan is steeped in tradition, and successful campaigns embrace these cultural nuances. From imagery that features crescent moons and lanterns to ads that reflect the values of patience and generosity, localization is everything.
Social media plays a crucial role here. Platforms like Instagram and TikTok buzz with Ramadan-related content, from cooking tutorials to iftar gatherings. By tapping into these trends and creating authentic, relatable content, brands can build stronger connections with their audience.
How Sila Insights Makes a Difference
Understanding these evolving consumer behaviors is crucial for brands aiming to connect authentically during Ramadan. At Sila Insights, we delve deep into these trends, offering actionable data to help businesses tailor their strategies effectively. By leveraging our comprehensive analytics such as Brand Pulse 360, Segmentech, and TrueTrends, brands can ensure their messages resonate, fostering meaningful connections during this special time.
As Ramadan continues to evolve, staying up-to-date with these shifts allows brands to engage thoughtfully and successfully with their audiences.
What This Means for Brands
Ramadan isn’t just another season, it’s a unique opportunity to engage with consumers on a deeper level. By understanding their routines, values, and spending habits, businesses can create campaigns that resonate and build lasting loyalty.
Want to unlock the full potential of Ramadan marketing? Let Sila Insights guide you with data-driven strategies that deliver real results. Get in touch today to learn more.
