Ramadan is the holiest month of the Islamic calendar that begins in March 2023.
It’s also one of the biggest marketing seasons around the world with its highest active core lying in the Middle East & Asia Pacific region.
What’s fascinating about this month is the generous display & practice of humane values such as compassion, charity, and empathy.
While everyone strives to inculcate the spirit of Ramadan among themselves, marketers & brands get busy trying to capitalize on the advertising & promotion opportunities that the month provides.
The month brings about a complete change in the patterns of consumption, not just in terms of meals but in media as well.
Starting early will give you a head-start to better understand your target audience, formulate the right strategy and develop creatives that'll appeal to them on a whole new level - especially in an environment recovering from the pandemic.
The UAE experienced a significant increase in online shopping activities during Ramadan 2024. According to Biz Daddy, the average order value reached $102, the highest in the Middle East and North Africa (MENA) region, surpassing Kuwait ($99) and Qatar ($79). This surge was driven by traditional Ramadan practices and a growing preference for online shopping.
Notably, sales of original bouquets from florists increased by 220% compared to the previous year, and the confectionery category's turnover in the first three months of 2024 reached half of the total turnover for 2023.
Additionally, there was a 65% rise in online gift purchases from local UAE brands in March 2024 compared to the same period last year, and an 84% increase compared to non-festive periods.
What can we expect this year? Keep reading..
This article contains research compilation and recommendations from top marketing platforms like Google, YouTube, and Facebook to help you understand the complete change in social media marketing during Ramadan.
It's divided into 4 parts as follows:
It’s about time you plan & finalize your Ramadan marketing campaigns for social media before it’s too late, leaving you scurrying around for customers.
So, by the end of this generously-written article, you’ll be able to conceptualize & execute social media campaigns that fully capture the interest of your target audience.
Approach the month with a new mindset, the one that places the essence of the month at its core to guide all the ideas for your social media content.
Let’s deep-dive into each section.
As we approach Ramadan 2025, understanding the evolving shopping behaviours and social interactions during this holy month is crucial for marketers.
The following phases outline how consumer engagement and spending patterns shift before and during Ramadan, as well as during the Eid celebrations.
(Credits. gould studio)
In the lead-up to Ramadan, consumers are gearing up for the month with a focus on shopping and gifting. This phase sees a significant increase in online shopping activities, particularly for gifts and festive items. Notable trends include:
Top takeaway: During the preparation phase, consumers are actively seeking gifts and festive items, indicating a strong inclination towards online shopping as they get ready for Ramadan.
As Ramadan begins, excitement builds, and consumers engage more with social media and online platforms. This phase is characterized by increased discussions around food, charity, and community. Key statistics include:
Top takeaway: In the excitement phase, social media engagement surges, with users sharing experiences and connecting over shared traditions, highlighting the importance of digital platforms for community interaction.
As Eid approaches, consumers shift their focus to planning celebrations and purchasing gifts. The online shopping surge continues, with notable trends such as:
Top takeaway: In the Eid preparation phase, consumers are not only focused on gifts and festive foods but are also willing to spend more, indicating a robust market for brands that cater to these needs.
During Eid, the focus shifts to family gatherings and celebrations. Consumers prioritize convenience and connection, leading to increased activity in food delivery and social engagement. Key trends include:
Top takeaway: In the final Eid phase, consumers prioritize convenience and connection, utilizing online platforms for shopping and social interaction, which presents a valuable opportunity for brands to engage meaningfully with their audience.
The theme of Connection highlights how Ramadan brings people together across different cultures, environments, and backgrounds. It is more than just a religious observance; it is a force that fosters community, empathy, and understanding. By emphasizing connection, the festival aims to create a shared sense of belonging among people, regardless of their differences.
The Ramadan Tent Project embodies the mission of "Bringing Communities Together." It believes that genuine connection—whether based on shared experiences, values, or faith—can build bridges of solidarity and promote a compassionate world. The message here is that unity is powerful. By nurturing mutual respect, people from all walks of life can coexist in harmony. This section highlights the importance of inclusivity and using Ramadan as a platform to strengthen human connections.
In Islam, connection extends beyond faith; it encompasses relationships with all of humanity. The Quran emphasizes understanding and respecting diversity among nations and tribes, reinforcing the idea that meaningful relationships should be built with everyone, not just those of the same faith.
During Ramadan, this concept becomes even more significant. It is a time of spiritual reflection, self-discipline, and empathy, strengthening one’s connection with God, other people, and all living things. The Holy Qur’an serves as a direct connection between the Creator and worshippers, guiding Muslims toward spiritual growth.
The passage ends by emphasizing that Ramadan is a global, unifying experience. It is not just about religious devotion but also about fostering compassion, diversity, and unity. The organizers plan to expand the Ramadan Festival nationwide, creating more opportunities for connection, shared experiences, and deeper understanding.
Once you’ve understood the change in media consumption during Ramadan, it’s time to gather some ideas for campaigns and devise overall strategies to guide your advertorial efforts.
As demonstrated in the stats earlier, online activity increases dramatically in this time period, resulting in ample pressure on brands to make the most of this month.
So, here are some Ramadan campaign ideas & strategies that you can implement for your brand:
During Ramadan 2024, Twitter experienced notable increases in user engagement and online shopping behavior in the Middle East:
Engagement Statistics state that:
(Credits. Influencer Marketing Hub)
Practical Tips for Brands to us this Ramadan:
In this section, I’ll share some of the best & most creative Ramadan ads by brands all over the world.
Look attentively because you might just find an inspiration for your next winning ad.
In case you need help with designing a creative Ramadan ad, remember that we’ve always got your back.
Based on the ads we’ve seen so far, here’s a list of all Ramadan elements that can be possibly used in your future ads.
By incorporating one or more of the above-mentioned Ramadan elements, you’ll be able to better convey the message of this holy month.
However keep in mind that repetitive design elements can soon be outdated. As a result, here are some new concepts for design elements that can help brands connect more deeply with their audience during Ramadan, fostering engagement and community spirit.
Fasting Clock: A stylized clock symbol that represents the timing of fasting, highlighting the moments of suhoor (pre-dawn meal) and iftar (meal to break the fast).
Iftar Plate: An illustration of a beautifully arranged plate or table setting specifically for iftar, symbolizing the communal aspect of breaking the fast.
Charity Hands: Hands reaching out or holding a heart, symbolizing the act of giving and charity, which is a significant aspect of Ramadan.
Prayer Rug: A stylized representation of a prayer rug, symbolizing spirituality and the importance of prayer during the holy month.
Crescent and Star Combination: A modern twist on the traditional crescent moon and star, perhaps with intricate designs or patterns, to represent faith and guidance.
Sustainable Elements: Symbols like leaves or recycling icons to represent eco-friendly practices during Ramadan, emphasizing sustainability in consumption and giving.
Community Circle: A circular symbol representing unity and togetherness, perhaps with diverse figures or hands joining together, symbolizing community spirit during Ramadan.
Gift Box: A decorative gift box symbolizing the act of giving and sharing, especially relevant for Eid celebrations at the end of Ramadan.
Lantern with a Heart: A lantern design that incorporates a heart shape, symbolizing warmth, love, and hospitality during the holy month.
Stars in a Night Sky: A stylized night sky filled with stars, representing the beauty of Ramadan nights and the spiritual connection during this time.
To get more inspiration on Ramadan social media marketing, check out this power-packed article.
Don’t let all those facts & figures confuse you.
This guide was written as a one-stop resource for all your Ramadan research.
It has been compiled using data from over 20 sources to give you the best & actionable insights for social media marketing in Ramadan.
If you have the in-house capability to run social media campaigns for Ramadan, great!
Otherwise, you can always get in touch with us to plan & execute Ramadan special campaigns to make the most of this festive season.