Ramadan: Engaging Consumers Through Paid Advertising

Ramadan is a time for reflection and spiritual growth, but it also presents a unique opportunity for businesses to align with their audience’s cultural and social values. Consumer shopping behaviour shifts significantly, making it crucial for marketers to adjust their paid advertising strategies accordingly.

 

Understanding Shopping Habits During Ramadan

Consumer behaviour changes during Ramadan, and marketers must adapt their campaigns. Key trends include:

  1. Late-Night Shopping Surge: Shopping activity spikes after Iftar and Taraweeh prayers, particularly after 9 PM. Advertisers should schedule campaigns during these peak hours.
  2. Eid Preparations: The shopping cycle consists of two phases – early Ramadan purchases for essentials and a surge in spending on gifts, clothing, and food as Eid approaches.
  3. Rise of Mobile Shopping: Increased smartphone usage means mobile-optimised ads and landing pages are essential.
  4. Charity and Generosity: Giving back is central to Ramadan. Brands that highlight charitable initiatives can build stronger connections with consumers.
  5. Demand for Special Offers: Consumers expect discounts and promotions, making this an ideal time for targeted sales and exclusive offers.

 

Optimising Paid Campaigns for Ramadan

1. Create Culturally Resonant Messaging

To engage consumers effectively, brands should align their messaging with Ramadan’s values:

  • Family-Oriented Content: Showcase products that enhance family gatherings, such as home decor, food services, or gifts.
  • Promote Charitable Initiatives: Highlight community involvement or donation programs to resonate with the spirit of giving.
  • Use Ramadan-Specific Language: Incorporate terms like”Eid gifts,” and “Ramadan discounts” to create relevant.

2. Optimise for Mobile Shopping

With mobile commerce thriving during Ramadan, brands should ensure:

  • Responsive Landing Pages: Fast-loading, mobile-friendly pages to enhance the shopping experience.
  • Engaging Ad Formats: Use interactive formats like carousel and video to capture attention.
  • Geolocation Targeting: Reach shoppers near local stores during peak shopping hours.

3. Schedule Ads for Peak Shopping Times

Consumer activity is highest after Iftar, strategic ad placement is crucial:

  • Prime-Time Advertising: Run ads between 7 PM and midnight.
  • Time-Limited Offers: Flash sales and countdown timers can create urgency and drive conversions.

4. Tailor Offers for Ramadan and Eid

As Ramadan progresses, focus shifts to Eid-related shopping:

  • Eid-Specific Promotions: Offer discounts on celebratory items such as clothing, electronics, and beauty products.
  • Bundle Deals: Curate gift bundles for families to increase sales volume.

5. Diversify Across Digital Channels

Consumers engage with multiple platforms, making a multi-channel strategy essential:

  • Influencer Collaborations: Partner with influencers who align with your brand values to expand reach.
  • Early Campaign Launch: Start campaigns before Ramadan to build anticipation.
  • Interactive Content: Use polls, quizzes, and videos to increase engagement.
  • Connected TV (CTV) Ads: Leverage smart TV platforms for immersive advertising during evening viewing times.

Ramadan influences consumer behaviour and shopping trends. By adapting strategies to these shifts, brands can foster deeper connections, boost sales, and build lasting loyalty.