Want To Engage Customers During Ramadan? Here’s How.

Ramadan is more than just a month of fasting – it’s a time of reflection, generosity, and community. It also brings a unique shift in consumer behavior, creating a golden opportunity for brands to connect with audiences in a meaningful way. But marketing during Ramadan isn’t just about pushing products – it’s about understanding the spirit of the season and engaging authentically. 

Inc. Arabia spoke with Dhara Bhatia, group PR director at Katch International (a marketing, public relations, media, and events agency based in London and Dubai), Dena El Sisi, head of marketing and PR at Taly (a digital payments company based in Egypt), and Hussein Dajani, group chief marketing and customer centricity officer at Petromin Corporation (a Saudi-headquartered lubricants and automotive service company), to get their insights on how small businesses can successfully target customers during Ramadan.  

Whether you’re a small business or a global brand, these expert insights will help you navigate the season with purpose and impact. 

Understanding Consumer Behavior In Ramadan 

According to the 2024 edition of the Dubai International Content Market, consumer behavior across the Middle East undergoes a significant shift during Ramadan as people prioritize faith, family, and personal well-being. Shopping patterns tend to change, with a higher demand for exclusive deals, urgency-driven promotions, and VIP delivery, especially in the last 10 days of the month.  

Digital consumption also rises, as 30 percent of Gen Z and millennials engage with podcasts daily, often post-iftar, seeking personal and spiritual enrichment. For video, YouTube remains a dominant platform, where searches for Islamic lifestyle content have surged 2.3 times since 2023. A growing focus on health and wellness is also evident, with a 60 percent increase in weight training video downloads, reflecting how exercise also becomes a central focus as many people prioritize physical well-being alongside fasting. 

Dhara Bhatia, Group PR director at Katch International. Courtesy Dhara Bhatia.

Bhatia and El Sisi tell us that, in order to stay relevant and connect with audiences, brands must observe and adapt to the aforementioned trends in their marketing and communication strategies. “During Ramadan, consumer behaviors shift significantly,” El Sisi points out. “People focus on family, spirituality, and community, and their purchasing decisions are often driven by these values. Spending on food, gifts, and charitable donations increases, while consumers also spend more time on social media, particularly during suhoor and iftar hours.”  

Bhatia adds that, as routines slow down, digital engagement rises. "During this time, people often slow down and prioritize rest, which means they have more time to scroll through social media, watch videos, and explore online shopping,” Bhatia explains. “This downtime creates a unique opportunity for brands to engage with consumers in a meaningful way.” 

Highlighting how media consumption patterns change as daily routines transform during Ramadan, Dajani points out that consumers tend to stay up later, with peak digital engagement occurring post-iftar between 7pm and 3am, resulting in significant spikes in users on social media, streaming platforms, and e-commerce sites. “In Saudi Arabia, YouTube watch time increases by +35 percent, particularly for entertainment, food, and religious content,” Dajani reveals, noting that this shift creates a prime window for brands to capture attention through engaging and relevant content. 

Timing and platform choice are also critical. With video consumption rising during Ramadan, brands must be strategic about where and when they engage consumers. “Being present on platforms like YouTube, where video consumption spikes, is also crucial,” Bhatia says. “And let’s not forget the importance of timing – brands need to be visible during moments that matter, like suhoor and iftar, when people are most engaged.” 

Beyond just shopping habits, both Bhatia and Dajani highlight the emotional aspect of Ramadan, noting that consumers become more drawn to brands that align with the values of generosity, self-care, and giving. Bhatia notes, “People also become more emotionally driven, focusing on self-care, family, and community. This emotional connection extends to brands that align with the spirit of giving, as Ramadan is deeply rooted in charity and generosity.”  

Dajani explains that food, family, and festivities remain central to the Ramadan experience. Dining out and home delivery services surge, with food delivery apps in Saudi Arabia witnessing a 50 percent increase in orders during iftar and suhoor. In addition, luxury goods, perfumes, and home essentials also perform exceptionally well, reflecting how values like self-care and gifting come to the forefront during the season. 

By focusing on authenticity, cultural sensitivity, and strategic engagement, brands can thus build stronger connections with their audiences and create campaigns that truly reflect the essence of Ramadan. 

The Power of Storytelling

Bhatia, El Sisi, and Dajani all tell us that storytelling is at the heart of an impactful Ramadan campaign, giving small businesses a unique opportunity to engage audiences authentically while working within limited budgets. Indeed, the trio agree that storytelling that’s rooted in family, faith, and generosity is key to building a meaningful connection with consumers. 

“At the heart of every successful Ramadan campaign is storytelling.” Bhatia says. “It’s not just about promoting your brand — it’s about crafting a narrative that resonates deeply with the values and emotions of Ramadan. Consumers are far more likely to connect with stories told by key opinion leaders and influencers than with a brand speaking directly. Why? Because influencers bring authenticity and a personal touch that feels genuine and relatable.”  

Dena El Sisi, Head of Marketing and PR at Taly. Courtesy Dena El Sisi.

El Sisi echoed this ethos, highlighting the need for emotional and authentic content that resonates with the audience. This includes posting behind-the-scenes content, such as employees preparing iftar meals, or sharing spiritual reflections and user-generated content, which can create an emotional bond without requiring significant spending.  

“During Ramadan, people are more likely to watch videos that tell a story or provide value, whether it’s a recipe, a heartfelt message, or a behind-the-scenes look at how a brand is celebrating the month,” Bhatia adds. “Don’t just talk at your audience – engage them in a way that feels natural and respectful of the moment.” 

Culturally Conscious Campaigns 

In addition to storytelling, Bhatia, El Sisi, and Dajani emphasize the need for cultural sensitivity in Ramadan marketing, agreeing that brands should prioritize authenticity, respect, and community values over aggressive sales tactics.  

“Brands must approach their campaigns with a deep respect for the spiritual and communal aspects of the month,” Bhatia says. “This starts with messaging that acknowledges the significance of Ramadan without being overly commercial.” El Sisi reinforces this idea, stating that “brands must invest in the cultural and religious significance of Ramadan. This includes avoiding content that could be seen as overly commercial, or insensitive to the values of fasting and spirituality.”  

Similarly, Dajani highlights that messaging should focus on generosity rather than discounts, and advises brands to avoid food and drink imagery before iftar, as well as to be mindful of prayer times when scheduling content. Plus, to align with Ramadan’s core values, El Sisi recommends that marketers adjust their messaging to reflect what consumers care about.  

“Marketers should adapt by aligning their campaigns with the spirit of Ramadan, focusing on messages of generosity, togetherness, and gratitude,” El Sisi says. “It’s crucial to create culturally sensitive content and leverage digital platforms to engage audiences during peak times.” She also recommends offering Ramadan-specific product bundles and promotions that reflect the spirit of the month. Dajani shares the same sentiment, explaining that consumers prioritize donations and ethical shopping, with brands expected to showcase purpose-driven campaigns supporting charity and sustainability. 

The professionals we interviewed also agree that brands should collaborate with local experts to ensure campaigns resonate authentically. “Research local traditions and consult with experts to ensure your campaign resonates authentically,” Bhatia advises, with El Sisi adding that “collaborating with local experts and conducting thorough reviews of campaigns can help ensure cultural appropriateness.” Similarly, Dajani encourages brands to use proper Arabic and localized Ramadan hashtags to enhance authenticity. 

“For small businesses, Ramadan is a golden opportunity to connect with their audience, but it’s important to do so thoughtfully and within budget,” Bhatia adds. “Start by focusing on culturally relevant content that resonates with the spirit of Ramadan. This could be as simple as sharing stories about community, family, or gratitude – values that are central to the month.”

Aside from being culturally relevant, Bhatia also stresses the importance of tailoring content to local audiences. “And don’t underestimate the power of local language – 62 percent of shoppers want to see content in their native tongue, so tailoring your messaging can make a big difference,” she adds.  

Charity And Community First  

Hussein Dajani, Group Chief Marketing and Customer Centricity Officer at Petromin Corporation. Courtesy Hussein Dajani.

Dajani also points to the importance of corporate social responsibility (CSR) initiatives during Ramadan, as consumers are more likely to engage with brands that integrate charitable giving and community-driven campaigns into their messaging. “Ramadan is a month of giving – consumers prefer brands that contribute to social causes,” he says.  

Brands can actively participate by contributing a portion of their profits to charity or organizing meaningful community initiatives. For example, many Saudi and UAE brands launch “buy one, donate one” campaigns during Ramadan, ensuring that every purchase includes a contribution to the less fortunate. "Integrating charitable giving into campaigns, such as donating a portion of sales to a cause, can resonate with the values of Ramadan and encourage purchases," El Sisi adds. 

Bhatia also advises building partnerships with charity players and influencers to reach a broader audience. “Teaming up with influencers, other businesses, or even charitable organizations can help you reach a wider audience while staying true to the spirit of the month,” she says.  

Timing Is Everything  

Social media plays a key role in driving conversions, with both Dajani and El Sisi highlighting Instagram, TikTok, and live shopping as powerful tools. Engaging customers through interactive content and influencer partnerships can help brands connect authentically while showcasing products in real time.  

When it comes to budget-friendly strategies, El Sisi, Bhatia, and Dajani emphasize the power of micro- and nano-influencer collaborations, which offer high engagement at a lower cost compared to celebrity endorsements. “Collaborating with local influencers or content creators can also amplify your reach without breaking the bank,” Bhatia says. “These partnerships can help you tap into their audience while maintaining an authentic voice.” 

Timing campaigns around suhoor, iftar, and Eid preparations, stresses El Sisi, can also boost impact. She encourages small businesses to boost social media engagement through user-generated content and targeted ads, such as sharing Ramadan tips, recipes, or inspirational messages that resonate with audiences.  

She also stresses the effectiveness of mobile-first content. “Marketers should focus on creating short, impactful content optimized for mobile devices,” El Sisi says. “Social media platforms like Instagram, TikTok, and Facebook are ideal for storytelling and visual content, while YouTube can be used for longer, engaging videos.” 

All three agree that timing is crucial to maximizing engagement and advise businesses to be mindful of user patterns. El Sisi stresses that having a consistent posting schedule is key, with a focus on suhoor (2-4 am) and post-iftar (5-7 pm), which aligns with Dajani’s recommendation to tailor content to peak activity hours. Bhatia adds that planning ahead and using scheduling tools on social media platforms can help small businesses maintain a strong presence when their users are online.  

For iftar, Dajani, Bathia, and El Sisi agree that this period is more emotional and community-driven, as families come together to break their fast. This is where El Sisi highlights the crucial role of digital engagement, making influencer collaborations and live-streamed events especially effective at creating a sense of community and driving engagement.  

As the night deepens and suhoor unfolds in a more tranquil and reflective atmosphere, digital engagement takes on a unique rhythm. While many turn to mobile apps, social media, and Islamic content for spiritual connection, Dajani highlights another key trend: late-night surges in food delivery and e-commerce. This shift presents a prime opportunity for brands to leverage push notifications and targeted promotions, capturing consumer interest during these high-activity hours. 

“One of the most effective ways to engage audiences is through conversational marketing — think WhatsApp, Messenger, or other chat apps,” Bhatia adds. “These platforms allow for direct, personalized interactions that feel human and immediate. For example, a brand could send personalized meal recommendations for suhoor or iftar, or even share quick, uplifting messages that align with the spiritual tone of the month.” 

Driving Conversions Through Promotions 

Driving conversions during Ramadan requires a mix of strategic planning, emotional connection, and urgency-driven promotions. Bhatia emphasizes that collaborations and partnerships can be highly effective. "Teaming up with influencers, other businesses, or even charitable organizations can help you reach a wider audience while staying true to the spirit of the month," she explains. 

El Sisi and Dajani both highlight the importance of exclusive Ramadan deals and urgency-driven promotions, particularly around iftar and suhoor. El Sisi notes that limited-time promotions, countdown timers, and “last chance” offers that include “discounts, bundles, and exclusive deals” can encourage quick decision-making.  

All three experts agree that retargeting strategies are essential for boosting sales. Retargeting ads, which focus on engaged followers and website visitors rather than targeting new audiences, Dajani explains, are more cost-effective and yield higher conversions. He recommends targeting past customers and website visitors with Ramadan-specific promotions, while El Sisi emphasizes retargeting campaigns for abandoned carts and personalized email offers. Additionally, optimizing websites for mobile users is crucial, as El Sisi points out, ensuring a seamless checkout experience to prevent drop-offs.  

Finally, Dajani underscored that the last 10 days of Ramadan present the biggest sales opportunity, urging brands to plan their largest promotions during this period to capitalize on heightened consumer spending. He also suggested that loyalty programs, such as offering double points or exclusive discounts, can help incentivize repeat purchases and strengthen customer retention. 

Common Pitfalls To Avoid 

According to our experts, it's critical for brands to approach Ramadan marketing with cultural awareness, authenticity, and strategic timing. “One of the biggest mistakes brands make is jumping on the Ramadan bandwagon without a clear strategy or understanding of the cultural context,” Bhatia warns.

El Sisi reinforces this, emphasizing that “lack of cultural awareness” and “focusing solely on sales without incorporating meaningful messages” are common missteps. “To avoid these, brands should conduct thorough research, collaborate with local influencers, and prioritize authenticity in their messaging. Testing campaigns on a smaller scale before deployment can also help identify potential issues,” El Sisi adds. 

Bhatia believes that over-commercialization can alienate audiences. “Ramadan is about more than just shopping — it’s a time for spiritual reflection and community,” she says. El Sisi and El Dajani go on to say that brands should shift from aggressive sales tactics to value-driven campaigns centered on generosity and gratitude. 

El Sisi sees timing and localization are crucial and warns that “inconsistent timing” weakens engagement, urging brands to align campaigns with peak hours like suhoor and iftar. Dajani stresses respecting fasting hours and tailoring content to regional traditions to ensure relevance. 

As Ramadan ends, brands should approach Eid marketing with warmth, focusing on meaningful engagement rather than aggressive sales. By respecting cultural sensitivities, prioritizing generosity, and optimizing timing, businesses can create campaigns that genuinely resonate. 

"Build Your Own Story"

Bhatia advises brands to avoid generic campaigns and instead create narratives that feel authentic and meaningful. “My one piece of advice would be to build your own story,” she says. “Ramadan is a time of deep emotional and cultural significance, and consumers can spot a generic or clichéd campaign from a mile away.” As such, she encourages brands to engage audiences through heartfelt storytelling, community-focused initiatives, or collaborations with local influencers. 

El Sisi shares a similar perspective, emphasizing the importance of connections. “Focus on creating genuine connections with your audience. Ramadan is a time of reflection, generosity, and togetherness, and brands that align their messaging with these values will stand out,” she notes. By prioritizing authenticity through storytelling, charitable initiatives, and engaging content, brands can foster lasting relationships with their customers. 

Dajani reinforces the idea that Ramadan marketing should be purpose-driven rather than purely commercial. He advises brands to focus on emotional storytelling, meaningful engagement, and community-driven initiatives rather than aggressive sales tactics. “A brand that truly understands and respects Ramadan’s essence will naturally earn trust, loyalty, and long-term brand love,” he concludes.