As Ramadan 2025 approaches, brands are gearing up for one of the most impactful consumer seasons of the year. This sacred month of fasting, reflection, and community offers unique opportunities for marketers to connect with a highly engaged audience. With consumer habits during Ramadan continuously evolving, here are key insights and strategies to consider for your Ramadan marketing campaigns this year:
Understanding Consumer Behavior During Ramadan
Muslim consumers embrace Ramadan as a time for spiritual renewal, family gatherings, and generosity. These themes directly influence their spending and online activities. For marketers, this means focusing on the values that resonate most with their target audience: faith, family, and giving back.
Recent data shows that:
Shopping begins early: In our survey we found that over half of Muslim consumers start preparing for Ramadan about a month in advance. This trend continues to grow, with early planners prioritizing food, clothing, and gifts for Ramadan and Eid.
- Digital activity spikes: Online traffic surges by up to 230% during Ramadan, with mobile devices being the preferred platform. Social media platforms like Facebook and YouTube dominate engagement, especially during late evenings and post-Iftar hours.
- Eid shopping is a priority: As Ramadan progresses, consumers shift their focus toward Eid preparations. This is a peak period for brands to highlight deals and festive collections.
Read the full Ramadan Survey Report 2022 (no email or download required).
Timing Is Everything
Ramadan isn’t just one marketing moment—it’s a season with distinct phases. Successful campaigns adapt to these shifts:
- Pre-Ramadan (Shaban): Early shoppers are actively seeking deals and inspiration for the month ahead. Brands can cater to this audience by launching campaigns focused on preparation essentials.
- Mid-Ramadan: Engagement dips slightly as consumers focus on worship and family time. Use this period to build brand loyalty through meaningful, value-driven content.
- Final 10 Days: This is when shopping peaks, as consumers finalize their Eid purchases. Promotions, limited-time offers, and reminders for last-minute deals are especially effective.
Building Emotional Connections Through Storytelling
Ramadan marketing isn’t just about products—it’s about aligning with the values of the season. Emotional storytelling is a powerful way to forge deeper connections with your audience. Highlight stories of generosity, community support, and shared celebrations. Campaigns that emphasize charitable giving or highlight how your brand supports underprivileged communities resonate strongly during this time.
Optimizing Your Digital Presence
With the rise of digital engagement during Ramadan, having a strong online presence is crucial. Consider these strategies:
- Mobile-first design: A majority of users access content on mobile devices, especially during post-Iftar hours. Ensure your website and ads are optimized for mobile.
- Peak engagement times: Schedule your posts and advertisements during peak hours, such as late evenings after Taraweeh prayers or early mornings before Suhoor.
- Video content: Platforms like YouTube see a significant rise in usage during Ramadan. Short, impactful video content can help your brand stand out.
Leveraging Social Media Trends
Social media is at the heart of Ramadan’s digital buzz. To maximize your reach, tailor your content to the preferences of Muslim audiences:
- Interactive content: Polls, quizzes, and Q&A sessions can engage users in meaningful ways.
- Influencer collaborations: Partnering with influencers who align with your brand values can amplify your message.
- Festive hashtags: Use trending hashtags to ensure your content appears in relevant searches.
Supporting the Spirit of Giving
Generosity is central to Ramadan, and brands that embody this spirit stand out. Consider initiatives such as:
- Charity partnerships: Donate a portion of sales to a charity supporting Ramadan causes.
- Free resources: Offer helpful tools like Suhoor recipes, prayer calendars, or family activities.
- Community engagement: Host events or virtual gatherings that bring people together during the holy month.
Why This Year Is Different
As we move into 2025, consumer expectations are higher than ever. Shoppers seek authenticity and relevance in brand messaging. They’re drawn to companies that not only understand their needs but also celebrate their values. This year, ensure your campaigns stand out by:
- Starting early to capture the attention of planners.
- Focusing on mobile and video-driven strategies.
- Highlighting inclusivity and community impact in your messaging.
Conclusion
Ramadan is more than a commercial opportunity; it’s a chance to connect with consumers on a deeply personal level. By understanding the evolving trends and aligning your brand with the values of the season, you can create campaigns that inspire loyalty and leave a lasting impression. As the holy month approaches, remember to prioritize authenticity, cultural sensitivity, and the spirit of giving in all your marketing efforts.
Muslim consumer behavior doesn’t disappear when Ramadan ends. As noted, shopping habits tied to Ramadan start weeks before and continue weeks after. This is your chance as a brand to keep that momentum going.
It’s worth noting that Islam has only two official celebrations: Eid al-Fitr, marking the end of Ramadan, and Eid al-Adha, the festival of pilgrimage. These two events are just two months apart.
Muslim consumers are eager to engage with brands before, during, and after Ramadan. By keeping them engaged through Eid al-Adha, your business could see significant rewards.
In the next parts of this series, we’ll share tips for promoting your brand during Ramadan.
Are you a Muslim-based business or a mainstream business looking to target Muslim consumers this Ramadan and beyond? Contact us at Muslim Ad Network to learn more.
Read the full Ramadan Survey Report 2022 (no email or download required).
