Ramadan is approaching. How can UAE sellers take advantage of this critical marketing period?

This year's Ramadan will start from the evening of April 12 and last until the evening of May 12. As one of the countries with the best e-commerce development in the Middle East, what are the consumption characteristics of consumers in the UAE during Ramadan?

Recently, Facebook teamed up with research organization YouGov to study the consumption behavior, media usage habits and other aspects of 17,000 respondents in the UAE during Ramadan 2020, and summarized six consumption trends and suggestions:

1. Nearly half of people shop online frequently during Ramadan.

As consumers spend less time shopping in physical stores, their need to browse and shop safely online is greater than ever. According to the study, 48% of respondents in the UAE spent more time shopping online during Ramadan and Eid due to the COVID-19 pandemic.

Overall, UAE consumers feel safer shopping on their mobile phones than in physical stores. Brands should understand consumers’ needs and security concerns when shopping online and provide cross-border buyers with a safe, convenient and hassle-free experience throughout the shopping process.

2. Extend the “front line” and start marketing before Ramadan

Ramadan is one of the most important shopping moments of the year, and most businesses and brands mistakenly shut down all advertising spend during Ramadan as they believe consumers will complete their shopping needs in advance, but this is clearly a wrong approach.

The study showed that 22% of respondents started shopping in March last year (one month before Ramadan), and only 13% of respondents had bought everything when Ramadan began. There are still many people who continue to buy items during Ramadan, such as household items, food and gifts.

The research also shows that the period leading up to Ramadan and Eid is also an important marketing period. Brands must plan ahead to stay relevant and be ready for peak shopping times.

3. Offer competitive prices

Affected by the epidemic and the economy, UAE consumers are becoming more and more sensitive to prices. 64% of respondents hope to find more bargains during Ramadan and Eid. This price sensitivity applies to necessities such as food and beverages, as well as clothing and gifts, so big discounts during Ramadan are particularly important. The study also showed that 60% of respondents said they would use Facebook to explore new shopping needs.

4. Give back to society and enhance brand tone and value

One of the themes of Ramadan is giving back. More Muslims are giving back to society with their time and money, and 74% of respondents believe that brands and businesses should also give back in some way during Ramadan. As people contribute to their communities, they expect more from businesses. They want brands to express their values, to be authentic, and to stand up for causes they care about.

The research also showed that 62% of UAE respondents would be more interested in a brand if they understood its business practices. That’s why it’s important for brands to raise awareness of their support for local businesses and communities during this pandemic in clear and simple ways.

5. Pay attention to mobile shopping

During Ramadan, people rely on mobile devices to get the latest news and keep in touch with family and friends. At the same time, they also use their mobile phones for shopping and entertainment. Due to the epidemic, mobile phones have become people's "fixed companions". The study shows that 44% of respondents in the UAE spend more time using their mobile phones during Ramadan.

This means that more people are using their mobile phones to search, research and buy than in traditional offline stores. Therefore, brands must use mobile entertainment and resources to reach the right users and find out where and how they prefer to discover new things.

6. Flexibly use KOL marketing

Among the people interviewed, half of them believe that public figures and celebrities influence their purchasing decisions. When they discover and buy new products or services, they will ask public figures whether they have used the same products. Therefore, brands should flexibly use KOL marketing to tap into new users in an authentic way.

middle East