Ramadan is the most sacred month of the year for the Muslim community and one of the most important from a commercial perspective.
The Holy Month is a time for consumers to be giving, thankful, reflective, and actively spending time with their family and loved ones. And, from a marketer’s point of view, this translates to fierce competition and increased sales in almost every single channel, including ecommerce.
In this article, we’ll go over the latest ecommerce Ramadan trends and give you tips on how to increase your chances of building a successful campaign.
About the Sacred Month of Ramadan
According to Muslim tradition, Ramadan is celebrated to honor the first revelation to the Islamic prophet Muhammad by the archangel Gabriel, teachings that would later become part of the Quran.
Today, Muslims celebrate Ramadan during the ninth month of the Islamic calendar, which lasts 29 to 30 days. While the official start varies depending on geographical location and other factors, the arrival of the new moon marks the beginning of the Holy Month.
During the month of Ramadan, observers fast from sunrise to sundown. However, fasting goes beyond food and drink as observant Muslims are not allowed to smoke, engage in sexual activity, gossip, or any other activity that may be seen as contaminating.
It’s also common for consumers to donate to charities, recite the Quran, spend more time at mosques, feed the hungry, and buy gifts for their children and family members.
The Impact of Ramadan on Consumers’ Purchase Behavior
According to the marketing technology company Criteo, consumer behavior changes drastically during Ramadan. In a recent study released last month, there is a huge increment in online retail sales in the week leading up to and during this month-long celebration.
At the same time, the two busiest weeks for ecommerce are right before Eid al-Fitr, the celebration marking the end of Ramadan. A large portion of Muslim consumers takes time off to go on holiday and make bookings abroad after Eid.
Ramadan affects consumer behavior in many different ways. That being said, there are three factors that directly affect the performance of your eCommerce campaigns:
Our customers have favored a wide range of realoudh & French fragrances on the Ecommerce during Ramadan & Eid season pic.twitter.com/DB0yUFyC9u
— Ajmal Perfume (@AjmalPerfumes) July 12, 2016
One of the biggest traditions of Ramadan is giving gifts to friends and family. The retail industry sees a huge boost as consumers look to purchase:
- Other electronic goods
- Fashion accessories
- Home goods
- Health and wellness products
At the same time, the travel and service industry also see a significant increase as 42% of consumers in Saudi Arabia are planning to travel for Eid al-Fitr.
Peak Shopping Hours
The fasting period during Ramadan does not stop at food or drink as consumers also a hold off on purchases during daytime. However, after the sun goes down and the fasting is broken, online shopping sites become extremely active as this is when consumers do all of their spending.
A successful Ramadan campaign should also take advantage of the early hours of the morning. Observant Muslims have a meal before dawn and many consumers take this opportunity to browse for gifts, book flights, or simply research destinations.
Basket Size and Money Spent
Online retail sales go up by 29%, so it’s safe to assume that the average cart size increases by a third. At the same time, the Criteo’s study indicates that up to 20% of consumers are willing to spend more than $265 buying gifts online.
How to Boost Your Sales During Ramadan
Below, we’ve compiled a few tips that should help you create a successful Ramadan ecommerce campaign.
1. Create a Pre-Ramadan Teasers
Consumers anticipate Radaman, so creating rich media teaser campaigns before the Holy Month begins is a great way to warm up your audience.
2. Follow Ramadan Themes
Ramadan is a very spiritual and emotive month, so follow themes that revolve around being grateful, carrying out good deeds, and showing appreciation for your loved ones.
3. Make Use of All the Relevant Media Formats
You can choose from an array of different media formats to create your campaign, but remember to take your audience into consideration before making a final choice.
4. Employ Appropriate Symbolism
— Souq.com UAE (@souq) May 1, 2018
Lanterns, crescent moons, and candles are all symbolic of Ramadan, so using these in your campaign will help you attract the right attention.
5. Stay Active On Social Networks
Major social platforms are the new front line when it comes to communicating with your audience, so use it to your advantage and try to engage with users as much as possible.
6. Create Valuable Promotions
Ramadan is an important month for online retailers and consumers alike, so make sure you offer great promotions and discounts.
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— وقت اللياقة (@FitnessTimeSA) May 6, 2018
7. Market the Right Products
Remember that Ramadan is very spiritual and many consumers refrain from caffeine and other habitual commodities, so verify your product fits the celebration’s profile.
8. Steer Away from Provocative Advertising
Provocative marketing tactics are usually frowned upon by the Muslim community, especially if they come out during Ramadan, so steer clear from these types of ads.
9. Focus on Peak Consumption Hours
As we mentioned before, the fasting period doesn’t only include food, but consumers also abstain from shopping. Retailers should take advantage of the early morning and right after Ramadan ends as this is when most consumers do the majority of their spending.
10. Track Across Multiple Devices
In order to track sales accurately, you should be able to trace them across multiple devices. Modern consumers may start shopping on their mobile phone and finish the process on their laptops or vice versa, so employ a tracking mechanism that has this feature. Check out our complete guide to conversion tracking.
11. Optimize Your Online Store for Mobile
Keep in mind that widespread of smartphones has encouraged users to make purchases online while on the go. Your eCommerce website should be optimized for phones, tablets, and other mobile devices. Need an ad format that is optimized for every format? Try Native Push Notifications.
Choosing a Reliable Ads Network
As we mentioned before, choosing an ad network that has the right reach will help you boost the success of your campaign.
If you want to learn more about our extensive network, get in touch with our team at Propeller Ads by filling out our online form.