Brands in the GCC, UAE, KSA, and the wider MENA region are gearing up for one of the most significant digital marketing moments of the year. Consumer habits shift dramatically during the holy month—screen time increases, engagement peaks after Iftar, and spending surges across key categories. As social media cements itself as the go-to space for shopping, entertainment, and community, brands must adapt to the trends shaping the Ramadan 2025 experience. Here’s what to expect.
Social Commerce Takes Center Stage
Scrolling and shopping are now the same. Social commerce is expected to dominate this Ramadan, with 61% of consumers in KSA and the UAE planning to buy products directly through platforms like Instagram and TikTok. Impulse purchases are on the rise, fueled by 31% of UAE consumers and 23% of Saudi shoppers who say flash sales and exclusive Ramadan deals drive them to buy on the spot. The takeaway? Seamless in-app shopping and limited-time offers will be key to capturing attention—and conversions.
Influencers & Live Shopping Will Shape Buying Decisions
Influencers have long been a trusted source for product recommendations, but during Ramadan, their impact is even greater. 25% of Saudi consumers and 23% in the UAE say they’re influenced by creators when making purchasing decisions, and brands are taking note. The real game-changer? Live shopping. 20% of Saudi shoppers and 15% in the UAE are engaging with real-time product showcases, signaling a shift toward more interactive and immediate e-commerce experiences. Expect brands to double down on influencer-led livestreams, bringing Ramadan collections to life in real-time.
Short-Form Video Will Dominate Engagement
Long-form content is taking a backseat as snackable, high-impact videos steal the spotlight. While TV and streaming remain Ramadan staples, 32% of Saudi consumers and 28% in the UAE are increasingly drawn to short-form content during the holy month. TikTok, Instagram Reels, and YouTube Shorts are becoming the go-to platforms for brands looking to engage time-conscious audiences with quick, culturally relevant storytelling.
Exclusive & Culturally Relevant Content Will Win Over Audiences
Ramadan is more than just a marketing moment—it’s a time of reflection, generosity, and connection. Social media platforms are investing heavily in Ramadan-specific content, with TikTok leading the charge through collaborations with regional media powerhouses like UTURN and Arab GT. Brands that successfully weave their messaging into Ramadan narratives—without feeling overly promotional—will be the ones that resonate.
Consumer Spending Is Set to Surge
Ramadan spending is expected to rise, with 47% of KSA residents planning to increase their budgets. From food and fashion to home decor and gifting, brands have a golden opportunity to tap into the season’s purchasing power. The challenge? Standing out in a crowded digital space while offering real value to consumers who are more selective about where they spend.
Timing Is Everything
Not all hours are created equal during Ramadan. Social media engagement skyrockets after Iftar, making it the prime window for campaign rollouts, influencer collaborations, and product promotions. Brands that fine-tune their posting schedules to match these peak engagement times will see the best results.
Ramadan 2025 will be a defining moment for brands looking to drive impact in the MENA region. Social commerce, influencer-led marketing, and culturally resonant content will separate the winners from the noise. The question is—will your brand be ready to lead the conversation?
