How Should You Market Your Products/Services During Ramadan?

Let us say you are a business catering to the needs of Muslim consumers.  How should you market your products and services to your customers during Ramadan? This is an important question many of our readers want a clear-cut answer to.

Ramadan is a month of reflection, prayer, charity, and fasting for Muslims. Being the holiest month for Muslims, it has become a key period for marketers who want to connect with Muslim shoppers in their communities as well as globally.

Marketing Issues To Consider During Ramadan

Even before Ramadan starts, our data shows that consumers are searching and buying retail products. When the holy month does start, those patterns become even more prominent. In the third week of Ramadan, sales rise almost 50% when compared to the baseline.   The data is especially valid for consumer-oriented industries.

Ramadan is a crucial month for retailers that operate in the region. The question, then, is what happens after Ramadan?  

Interestingly, we found that sales don’t slow down. Even after Ramadan, retailers see more web traffic as well as more sales than before Ramadan.  

All this must have been true until 2019. However, since the COVID-19 pandemic engulfed most countries and regions in the world, retailers are adjusting their marketing strategies to handle the increased sales from their online e-commerce stores and other digital channels. Now, sellers are using Instagram and WhatsApp to sell their products to their buyers all over the world. Businessoffashion.com has conducted a detailed study on the buying pattern of Muslim buyers during Ramadan.

Sales & Traffic Rise Before, During, and After Ramadan

Even before Ramadan starts, our data shows that consumers are searching and buying retail products. When the holy month does start, those patterns become even more prominent. In the third week of Ramadan, sales rise almost 50% when compared to the baseline.  

Ramadan is a crucial month for retailers that operate in the region. The question, then, is what happens after Ramadan?  

Interestingly, we found that sales don’t slow down. Even after Ramadan, retailers see more web traffic as well as more sales than before Ramadan.  

The Second Half of Ramadan = Conversions

Our data revealed that not every week of Ramadan is necessarily a time when people are browsing and buying. During the week of Eid al-Fitr – when Muslims traditionally break the Ramadan fast with festivals and dinners – conversions plummet.  

We found that the best opportunity for connecting with shoppers is before Eid al-Fitr, during the second half of Ramadan.  

Sales Happen at Sundown

Muslims who observe Ramadan fast from dawn to dusk. It’s not until after dusk that they can break the fast with family and friends. That also happens to be when we see a significant spike in sales activity. As we can see in the chart, sales continue to grow throughout the day.  

Even right before the fast begins, people are shopping – sales at 4 am during Ramadan are 17% higher than an average day.  

All that said, we do see a dip around 6 pm when the fast ends each day. That’s something to notice, too. When people are having their first meal after the fast, no one is thinking about shopping.  

Sales From Mobile Increase During Ramadan

Desktop sales in the Middle East are extremely strong, accounting for approximately 80% of retail sales. Ramadan shows decidedly different buying patterns. We’ve seen this before – during family holidays, mobile purchases and traffic always go up.  

We believe this is simply because people who are visiting home are away from their primary computers, whether personal or business. Since they are with their family and friends during Iftar and Suhoor, phones are usually their primary way to research and buy. Weekly mobile sales grew by 61% during the week of Eid al-Fitr.   

How Should You Approach Ramadan As A Marketer?

As discussed earlier Ramadan is a holiday that is about gratitude, community, family, and prayer. 

That leaves an opportunity for brands to build a lasting relationship with shoppers who are preparing for Ramadan or browsing during the month. Last year, Oreo built on the message of community and giving, by running an ad across Indonesia that showed a boy giving Oreos out to strangers in the spirit of Ramadan.  

Apple, meanwhile, offered an ad that wasn’t an ad, either. This ad showed easy ways to use an iPhone to focus during Ramadan by turning on the “Do Not Disturb” option or using an app to help with mindfulness.  

How can you build a great Ramadan marketing campaign in 2021? Here’s what we’ve learned.  

1. Go Beyond Price  

Ramadan is about family and prayer first and foremost. It’s not a time when shoppers are necessarily looking for deals. In fact, flashy ads that are only about deals and discounts may backfire. As we’ve seen with Oreo and Apple above, Ads specific to Ramadan should focus on the meaning of the holiday itself. This can play an important role in whether shoppers notice the ad or not. So, as you think about creativity, focus more on the holiday and less on the price.  

2. Find Your Potential Shoppers

Ramadan marketing campaigns should be targeted to the customer base most likely to shop during the Ramadan period. If you’ve run previous Ramadan campaigns, it’s important to reconnect with those shoppers. With Criteo, you can sync your CRM data, email list, or in-store system and serve ads to any customers who previously shopped with you and opted in for further communications. You may also want to target specifically by region.  

 3. Products  

Ramadan shoppers are likely to be looking for things that help them observe Ramadan – and those purchases vary by time period. Before Ramadan, we could expect groceries, décor, and home goods especially to rise. Travel planning and gift purchases could happen as the holiday progresses.  

By knowing what your customers need for Ramadan, you can create more personalized campaigns.  

Expanding Your Market  

Dozens of countries around the world observe Ramadan. The potential of investing in Ramadan marketing campaigns is extremely high, but only if the ads are relevant to the holiday itself. As you prepare your Ramadan marketing campaign in 2021, it’s important to remember that the more personalized, the better the returns. When it comes to building ads that really make an impact, context is everything.

If you would like to discuss your marketing or advertising campaigns in detail during Ramadan, please feel free to discuss your questions/comments with the marketing staff at The Halal Times. You may send us an email message via info@halaltimes.com. We could offer you plenty of advertising opportunities to help you increase your sales during this Ramadan in your target market.

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