Ramadan Showroom: 10 Profitable Ramadan Marketing Ideas for Your Business

Posted: February 10, 2023

Image source: Getty/Maheen Mahmood

Marketers who want to reach Muslim shoppers have a good opportunity to do so in the run-up to and during Ramadan, which takes place this year between March 22 and April 21.

However, since Ramadan is a religious event for Muslims – a time of reflection, communal prayer and fasting – businesses need to be sensitive to the religious and cultural aspects of this holy month and exercise prudence in marketing their products or brands.

The size of the global Muslim market

There are about 1.8 billion Muslims worldwide, with the majority living in north and central Africa, the Middle East, and Southeast Asia. According to World Population Review, the 10 countries with the largest number of Muslims are Indonesia (231 million), Pakistan (212 million), India (200 million), Bangladesh (153 million), Nigeria (103 million), Egypt (90 million), Iran (82 million), Turkey (74 million), Algeria (41 million) and Sudan (39 million).

The global Muslim market is spread across sectors such as food, pharmaceuticals, cosmetics, fashion, travel, and recreation. Statista forecasts this market to be worth $2.24 trillion in 2024.

Another study by Statista shows that in 2022, consumers in the Middle East and North Africa (MENA) region purchased some $6.2 billion worth of products online in 2022, a 39 percent increase compared with the value in 2021.

Industry observer Aramexpress notes that Ramadan is an exceptional time for Muslims all over the world, with consumer buying behavior rising and changing as well. This presents plenty of opportunities and Ramadan business ideas for companies that want to reach such a huge market.

There are ways to market prudently but optimally during Ramadan.

10 Profitable Low-cost Ramadan Marketing Ideas for Your Business

First of all, Ramadan is a holy month for followers of Islam, so Ramadan marketing campaigns should show respect for the holy nature of the season. Marketing messages should be in line with the values being promoted during Ramadan, namely sacrifice, selflessness, kindness, goodness and charity.

That said, here are some Ramadan marketing ideas suggested by industry experts:

Promote products according to the phases of Ramadan

Ramadan has four phases: pre-Ramadan preparation (two weeks), the first two weeks, the final two weeks, and the final and festive stage of Eid. Having a good Ramadan marketing strategy with an awareness of these phases will help a business connect better with consumers.

According to Google Consumer Insights’ analysis of consumer online searches, various products trend during each of the phases. For instance, at pre-Ramadan, small kitchen appliances, Ramadan decorations, DIY meal ingredients, and colorful fashion are in high demand as families prepare for the event. At the final stage, demand is high for personal grooming and beauty products in anticipation of the festive Eid.

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Have a budget for marketing during Ramadan

According to Aramexpress, businesses increase their advertising budgets during Ramadan by 20 percent on average, so businesses must determine how much to spend on marketing to be competitive. In addition, businesses must know which channels will be more effective during the period. Some media research in the business territory will go a long way in stretching a company’s Ramadan marketing budget. For instance, according to research by Meta, consumers in the Middle East increase their use of social media by 30 percent during Ramadan.

Feature symbols of Ramadan

The crescent moon and praying hands are examples of Ramadan-associated symbols that have gained market support. Volkswagen and McDonald’s used these symbols respectively, for their creatives. Other symbols are dates, which Muslims eat to break their fasts, and lanterns. The use of appropriate visuals goes well with the symbolism-filled season.

Focus on mobile promotion

Mobile advertising drives a 69 percent of sales uplift during the Ramadan season, compared with 53 percent for desktop, according to research by Criteo. As such, advises CampaignAsia, businesses should put their money on this channel. Retail marketers should also start their Ramadan campaigns in the two-week preparation stage.

Offer discounts early

Giving discounts in the early stage of Ramadan, as well as before people start breaking their fasts each day, will give consumers something to look forward to, according to strategic analysis firm Viden.

During Ramadan, people look for discounts on clothes as they shop for a new wardrobe in time for Eid get-togethers. Consumers also look out for good offers on jewelry, which are not only popular as Eid gifts but also as personal investment items.

Use Influencers

According to CampaignME, storytelling by influencers is a good way to reach audiences in a more personal way. Influencers can share experiences with products through engaging videos. For example, Laneige, a brand of beauty products, produced videos of influencers sharing stories about their Ramadan kits to their audience. These videos had a social media reach of more than 1 million views.

Create video content

Well-planned videos can help brands and businesses connect better with their customers. Videos that show stories of real people can capture the hearts and minds of audiences and thus help humanize a brand, according to Pei Ling Ho and Yurie Tanaka on Think with Google.

An example of an engaging video related to Ramadan is McDonald’s Singapore’s “My Happy Table” campaign which showed a virtual Iftar setting, with workers reuniting with their families virtually to break their fasts together. Iftar is the evening meal eaten after sunset that ends the day’s fast during Ramadan.

Give back to the community

Businesses should consider doing corporate social responsibility activities during Ramadan. An example is by partnering with consumers to give a zakat donation. Zakat, or almsgiving, is one of the five pillars of Islam.

Make your website mobile-friendly

Businesses must ensure that they have mobile-friendly websites so that customers do not experience slow-loading pages, bad layouts, or buffering videos. In addition, according to Aramexpress, a good website ensures a fast checkout experience.

Mobile-friendly also means good SEO so that keywords and content that the audience search for lead them to a business’s website and products.

Be culturally sensitive

Businesses would do well to align their marketing practices with Ramadan values in mind. Also, it may be good business practice to have culture or religion experts go through or advise on marketing messages or material to ensure cultural sensitivity and prevent reputation risk to brands or businesses in case of inappropriate communication.

Global Sources Ramadan Showroom

Business during Ramadan doesn’t stop. This Ramadan, wholesale buyers who need to source products from qualified suppliers can do so virtually through Global Sources’ Ramadan Showroom.

In this Showroom, which is a virtual Ramadan fair, professional buyers can find a range of Ramadan products at factory prices from suppliers in China, India, Korea, and other parts of the world. The product range includes prayer mats and Qibla rings; hijabs and other Islamic clothing; home décor such Ramadan Mubarak decorations, banners, LED lights and lanterns; and gifts for Eid like fashion necklaces and small appliances.

Frequently Asked Questions

1. What to Sell during Ramadan

What products to sell can be gleaned from research by Google on buyers’ online queries and trending keywords. According to Google Consumer Insights, in-demand products vary according to the four phases of Ramadan.

At pre-Ramadan, groceries, small kitchen appliances, home décor and colorful fashion are in high demand as consumers prepare for the month-long event.

In the first two weeks of Ramadan, queries on food and beauty-related content are foremost. In the final two weeks of Ramadan, consumers anticipate the festivities of the coming Eid and so the demand is high for gift items as well as beauty and grooming products such as nail polish, hair and makeup products and shaving kits.

In time for Eid, consumers think of booking holiday travel and gift-giving. Kitchen appliances trend again during this period – with an “eyebrow-raising” 2,782 percent spike, according to the Google report – but for gift-giving and not for personal use.

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2. Where to Buy Ramadan Decorations

Decorations for Ramadan like banners, lanterns, LED lights and even DIY Ramadan decorations can be sourced wholesale online. B2B platforms like Global Sources provide links to the product range of reliable Ramadan decorations wholesale suppliers in China, India, Korea and other parts of the world. Global Sources Ramadan Showroom counts among the best Ramadan shows online.

3. What to Buy for Ramadan

Ramadan shopping lists typically include the following product categories:

Food, such as dried fruits, particularly dates which are eaten at Sahur (the pre-dawn meal after which Islamic people proceed to fast for the day);
Home décor, including printable Ramadan decorations, Ramadan banners, Ramadan lights, Ramadan door decorations, Ramadan lanterns and Ramadan outdoor decorations;
Garments, including hijabs and Islamic clothing;
Personal care and grooming items; and
Gift items, such as small appliances.