Ramadan Mubarak to everyone observing the holy month🌙 A time of reflection, community, and generosity. As everyday routines shift, so do people’s digital habits and consumption patterns. For brands, this creates a unique moment to speak with audiences in ways that are respectful, meaningful, and memorable.
For marketers and business owners in the UAE, understanding how consumer behaviour evolves during Ramadan is critical to designing campaigns that drive engagement, loyalty, and conversions. Below, we explore data-backed ideas and proven strategies to help your Ramadan campaigns resonate with audiences in Dubai and beyond.
Understand Ramadan Consumer Behaviour in the UAE
Ramadan changes how people interact with content and commerce.
- Digital usage peaks after sunset. YouGov data indicates 37 % of UAE residents actively use TikTok between 7 pm and 10 pm during Ramadan, with short-form video engagement rising after Taraweeh prayer.(Gulf News)
- Social commerce gains momentum. Research shows 61 % of UAE and KSA consumers are likely to shop directly via Instagram and TikTok during Ramadan, while flash sales influence purchases for about 31 % of UAE shoppers.(Campaign Middle East)
- Mobile shopping accelerates. Adjust Analytics reported a 126 % increase in UAE shopping app installs during Ramadan 2024, signalling stronger mobile-driven discovery and conversions.(Adjust)
- Traditional media still matters. A Trade Desk study found 88 % of consumers expect brands to reflect Ramadan values such as family and tradition, reinforcing the role of connected TV and video.(cabsat.com)
These shifts show that brands need not only to be present digitally, but to align messaging with how life changes during Ramadan.
1. Time Your Engagement With The Daily Rhythm
During Ramadan in the UAE, people pause from daytime routines and become more active online in the evening and night windows. Campaigns scheduled for post-Iftar and late night tend to capture peak attention. Many users scroll on apps, engage with short form video, and shop between 7 pm and midnight — including on TikTok and Instagram.
Campaign idea: Launch daily social media reels or live sessions at consistent times after sunset to build habitual engagement.
2. Prioritise Mobile-First Creative
Mobile is the dominant medium during Ramadan. A survey found 76 % of UAE users increase mobile usage over other media during Ramadan, making it the primary channel for engagement.
Campaign idea: Use vertical short videos, interactive Stories, and mobile-optimized landing pages to make your Ramadan content scroll-friendly and instantly clickable.
3. Storytelling Around Ramadan Values
Ramadan is a spiritually rich month focused on reflection, generosity, and community. Campaigns that lean on these themes perform better than hard-sell tactics.
Campaign idea: Share customer stories, partner with local NGOs for charity highlights, or showcase how your brand supports community efforts, all in emotionally resonant formats.
4. Make Use of Social Commerce & Influencers
Research shows 43 % of customers say influencers impact their Ramadan purchases, and social commerce directly drives sales.(M+C Saatchi Performance)
Campaign idea: Partner with respected UAE influencers to create product demos, tasteful gifting guides, or Ramadan challenge content that speaks to cultural experiences.
5. Localise Offerings Around Ramadan Needs
Shoppers in the UAE increase purchases of groceries, gifts, and essentials. Tailored promos around seasonal bundles, family bundles, or Iftar discount offers can drive both footfall and digital conversions.(rewind.ae)
Campaign idea: Promote curated Iftar boxes or Ramadan gift sets on social ads with a clear CTA that taps into late-night browsing behaviour.
6. Use Remarketing to Deepen Loyalty
Data shows remarketing can significantly increase ROI during Ramadan. E-commerce apps in the UAE saw a 27 % increase in performance from remarketing campaigns during Ramada, suggesting that re-engaging users who’ve shown interest leads to better conversions.(Campaign Middle East)
Campaign idea: Build segmented audiences, such as visitors who browsed but didn’t purchase and serve personalized offers to bring them back.
7. Extend Engagement Beyond Ramadan
While Ramadan itself is a powerful moment, brands that ignore the transition into Eid and the post-Ramadan period risk losing momentum. Loyal customers want brands that connect consistently, not just seasonally.
Campaign idea: Plan a phased campaign that begins before Ramadan, peaks during it, then carries into Eid with value-added offers and gratitude-led messaging.
8. Strike the Right Tone in Messaging
Ramadan campaigns in the UAE require cultural sensitivity. Audiences prefer warm, respectful, and value-centred communication rather than aggressive discounts.
Campaign idea: Use captions and visuals that celebrate the essence of the holy month. Think subtle crescent-moon motifs, communal iftar imagery, and thoughtful taglines.
9. Combine Digital With Traditional Channels
While digital dominates, traditional channels remain relevant. Connected TV, radio, and out-of-home placements are still actively consumed in Ramadan’s nightly routine.
Campaign idea: Sync social campaigns with CTV spots that highlight evening family moments or Ramadan stories to unify reach and recall.
10. Test, Learn, Optimise
Continuous monitoring of engagement metrics. Peak times, content performance, and click-through rates allow real-time optimization. Testing formats (video versus static), platforms (TikTok vs Instagram), and CTAs will improve conversion rates over the month
Ramadan carries a different pace, a different energy. People reconnect with family, traditions, and moments that feel more intentional. The way audiences browse, engage, and shop naturally follows that rhythm across the UAE.
For brands, this month offers a chance to communicate with more awareness and relevance. Campaigns that respect the timing, reflect shared values, and speak in a genuine voice tend to create stronger engagement and lasting loyalty.
If you are exploring ideas for your Ramadan campaigns and want a thoughtful, locally attuned approach, zesta.me is always here to collaborate and bring those ideas to life.
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