Ramadan is a month of reflection, generosity, and togetherness, deeply rooted in tradition and community. It is a time when families gather for iftar, charitable giving increases, and shopping behaviours shift significantly. For brands, this presents a unique opportunity to connect with audiences authentically. By understanding these changing habits and tapping into key moments pre, during, and after Ramadan, businesses can create impactful campaigns that resonate deeply with their target audience.
Understanding Ramadan’s Impact on Consumer Behaviour
During Ramadan, consumer habits in the MENA region undergo notable shifts, such as fasting altering daily routines and increased shopping between 12 AM and 3 AM. According to Statista, approximately 60% of consumers in the MENA region report higher expenditures during Ramadan, focusing on food, gifts, and home essentials. The emphasis on charity during this time of the year also encourages consumers to support brands that engage in philanthropic activities, aligning their purchases with the month’s values.
Timing Matters: Key Phases of Ramadan for OOH Success
Brands should identify and capitalise on specific periods within Ramadan. But how can they leverage OOH effectively to connect with consumers through targeted Out-of-Home (OOH) advertising strategies throughout this time?
By understanding the nuances of consumer behaviour during Ramadan and strategically planning campaigns that align with the month’s cultural and spiritual significance, brands can foster meaningful connections and drive business success during this peak season.