Ramadan is coming, and the business world is gearing up to embark on a journey of spiritual reflection, communal solidarity, and increased consumer activity for a full month. For Muslims, Ramadan is more than just a fasting period; it is a time of profound devotion, self-discipline, and generosity. From a business standpoint, this presents a unique opportunity to connect with customers on a deeper level, foster community engagement, and harness the spirit of giving. Here, we explore how businesses can understand the essence of Ramadan, strategically prepare themselves, and maximize digital spaces. From adapting marketing strategies to understanding consumer behavior, let us embark on the journey of welcoming Ramadan fully prepared!

Increased Social Activities During Ramadan

During Ramadan, there is a noticeable surge in social activities among communities. These activities encompass various aspects of life, including religious observances, social gatherings, increased spending, leisure time, heightened use of mobile applications, and of course, shopping. Based on research:

28% will attend iftar gatherings;

24% will attend Ramadan-themed events;

40% will travel back to their hometowns for mudik.

The market will experience a surge in activity during Ramadan, with restaurants, malls, and cafes bustling with crowds as Iftar approaches. Whether held online or offline, Ramadan-themed events will draw large numbers of visitors, contributing to increased socialization and word-of-mouth spread. Public transportation will see higher demand for tickets, while the automotive industry can expect a spike in orders for new vehicles. Additionally, the fashion sector will witness increased sales, and skincare and cosmetic products will be in higher demand. Home improvement activities such as painting and renovations will see a rise, and there will be a heightened demand for pastries and food items for welcoming guests. What’s next?

Mastering the Digital World at Your Fingertips

As Ramadan approaches, businesses must prepare to engage with their audience in meaningful and culturally relevant ways. Beforehand, it is important to study consumer behavior as it helps marketers/sellers understand what influences consumer purchasing decisions. By understanding how consumers decide on a product, they can fill gaps in the market, identify needed products, and determine effective approaches — including through digital or online means. 

One effective avenue for this is through online platforms, particularly social media. Crafting well-thought-out content strategies is crucial to ensure that brands resonate with their customers during this monthly period. The first aspect to consider is the timeline — dividing it into several periods or weeks. Each period or week has its distinct characteristics, and when creating communication content, it's important to tailor it to fit the characteristics of each period. Let's outline customized weekly content strategies for Ramadan:

In addition to creating thematic content weekly, another aspect to consider is the timing of posting. There is a significant shift in consumer behavior during Ramadan compared to regular days. Social media usage also varies; typically, users are active during two key moments: approaching iftar — posting between 4-6 pm about food, fashion, and skincare will be highly appreciated — and sahoor — posting between 3-4 am related to the products we offer. Engaging in digital activities during these two moments will be crucial to capturing consumer attention. Be ready to get a flood of sales during Ramadan with these strategies!