By the time the last iftar is shared and the final Eid gift is unwrapped, one would expect a familiar uplift in the regional mood. Ramadan and Eid have long been seasonal pillars of optimism, generosity, and spending across the GCC, especially in Saudi Arabia and the UAE. But this year, a closer look at the numbers shows a curious shift: consumer sentiment during the 2025 Ramadan season didn’t climb as high as it did the year before.
📊 The Data: Subtle Shifts, Big Signals
Let’s look at the sentiment data:
In Saudi Arabia:
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March 2024 (Ramadan began mid-month): 70.77
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March 2025 (Ramadan began on March 1): 69.77
In the UAE:
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March 2024: 62.81
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March 2025: 61.40
While sentiment remained strong, it didn’t spike the way it did last year. But rather than seeing this as a dip, it’s more accurate to read it as a recalibration.
From Excitement to Intention
This Ramadan, consumers weren’t disengagedm they were more intentional.
Instead of chasing flash promotions or splurging spontaneously, many approached the season with a values-first mindset:
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“What truly matters to my family?”
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“Where does my money go the furthest?”
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“How can I give meaningfully without excess?”
Our Insights’ data from social channels echoed this. Conversations around “value,” “worth,” and “impact” surged, replacing last year’s buzzwords of “deals,” “new launches,” and “shopping sprees.”
Context Matters: CSI in Motion
It’s also important to consider what preceded this Ramadan.
In both KSA and the UAE, CSI reached its peak in late 2024, then dropped slightly in January 2025, a natural cooling-off period after a high-spending winter. That reset meant Ramadan 2025 started from a more cautious baseline.
But here’s the opportunity:
The emotional connection to the season is intact. What’s changing is how people engage. And that’s great ground for innovation.
Where the Opportunity Lies
This shift opens the door to smarter, more relevant brand and policy strategies:
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Emotional Insight = Brand Equity
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Brands that aligned with purpose, authenticity, and empathy outperformed those relying on sheer volume or price-cutting.
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Think storytelling, not just selling.
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Ramadan Beyond the Basket
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With sentiment holding steady rather than spiking, Ramadan becomes more than just a retail season, it’s a time for building trust, earning loyalty, and nurturing communities.
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Consumers Are Ready for Depth
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Shoppers are seeking clarity, not noise. This is the moment for curated experiences, thoughtful content, and initiatives that reflect shared values.
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In Closing: A Season of Quiet Strength
Ramadan 2025 didn’t roar, it resonated.
In both Saudi Arabia and the UAE, consumers are signaling that value, meaning, and emotional relevance now matter more than ever.
For brands, it’s an invitation to evolve. For governments, it’s a signal of growing consumer maturity. And for the region as a whole, it’s a reminder: sentiment isn’t about how loud the market gets, it’s about how deeply it connects.
