Retail Calendar Ramadan

Ramadan

Ramadan is a holy month of fasting, introspection and prayer for Muslims, the followers of Islam. Fasting is one of the five fundamental principles of Islam. Each day during Ramadan, Muslims do not eat or drink from dawn to sunset. Muslims break their daily fasts by sharing meals with family and friends, and the end of Ramadan is celebrated with a three-day festival known as Eid al-Fitr, one of Islam’s major holidays.

Audiences and customer behaviour:

Google identified 7 audience personas for Ramadan that will help with marketing. 

1- “The Foodie”

Each Ramadan over the years we hear about new food and new desserts that are represented by foodies. Google stated that foodies drove growth in food-related queries during Ramadan with a 125% year on year.

2- “The Spiritual Faster”

Since Ramadan is a holy month, many people seek spirituality during this time.

Google stated that the searches for “Religious App Downloads” increased 1860% year-on-year since Ramadan 2020. Also, since Ramadan is the perfect time for people to help each other, last year, donations and charitable giving reached an all-time high on Google and YouTube search.

3- “The Entertainment Lover”

As we all know, Ramadan is also the time for entertainment shows, either on TV or digitally.

In this month, people’s search for entertainment increase along with their digital content consumption. According to the statistics, “Entertainment app downloads” increased by 37%.

4- “The Ramadan Shopper”

The shopping rate actually increases in Ramadan, especially through E-commerce applications.

5- “The Seeker of Mental Refuge”

Since Last Ramadan was during a pandemic, people were seeking some peaceful time.

People took this time to reduce their anxiety and try to be positive by doing activities and working out at home. We witnessed many people inviting others to do Yoga, and workout at home, as many trainers posted online videos as guidance. Therefore, the search for exercise increased globally during Ramadan 2020.

6- “The Escapist”

It’s pretty common for people to decorate their houses when Ramadan is here; this is why the search for arts and crafts increased by 50% in Ramadan 2020.

While some people were into decorating to get into the festive mood, others were into gaming, so the gaming search increased by 106% year on year in Egypt, KSA, and the UAE.

7- “The Progress Seeker”

Some people also used this time of the holy month to enhance their productivity.

According to Google’s article, videos about Ramadan that included the word ‘Routine’ in the title increased by 120% in the MENA region last Ramadan.

Tips:

Ensuring your campaigns are running prior to the first week of Ramadan is key, as we can see that there is a massive spike in interest during this time. As Ramadan continues and moves towards Eid, start to focus more on messaging about celebration and gift giving, to really make a difference for your customers.

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