This article explores insights derived from a custom study the Amazon Ads team conducted with Global Web Index (GWI) exploring the diverse household roles that emerge during Ramadan, the journey of new product discoveries, the motivations driving shopping behaviors, and how brands can develop messaging to craft impactful marketing campaigns.
Ramadan 2025 promises to be an important period for shoppers and brands, offering opportunities for meaningful connections, community gatherings, and religious commitments. As Ramadan observers prepare for fasting and celebration post the 30-day period, they gravitate towards trusted channels that can meet their evolving expectations for convenient services. This article explores insights derived from a custom study the Amazon Ads team conducted with Global Web Index (GWI) exploring the diverse household roles that emerge during Ramadan, the journey of new product discoveries, the motivations driving shopping behaviors, and how brands can develop messaging to craft impactful marketing campaigns.
Diverse household roles during Ramadan
Ramadan reshapes daily life and responsibilities in many households in the United Arab Emirates and Saudi Arabia, with 66.3% of surveyed individuals in 2024 assuming the role of primary grocery and household shopper in anticipation of the month’s heightened need for grocery and other everyday essential items. Other household roles included:
These varied roles speak to the multiplicity of responsibilities that shape this significant month, each reinforcing values of unity, care, and reflection.
Product discovery through Amazon
For many shoppers, Amazon plays an essential role in navigating the preparation needed for the month of Ramadan. In 2024, 93.6% of survey respondents browsed or gathered information on products using Amazon, whether or not they ultimately made a purchase. In fact, 80.5% of respondents typically started their discovery for Ramadan-related purchases on Amazon’s website or app. The most popular ways of discovering products on Amazon ranged from seeing Ramadan-themed promotions (48.1%) and word-of-mouth recommendations (38.1%) to browsing curated product collections (34.2%).
Over the three phases of Ramadan (pre-Ramadan, during Ramadan, and Eid al-Fitr) on average 80% of surveyed shoppers mentioned that Amazon’s owned properties (i.e. Amazon stores, apps, devices, and more), helped them discover new products and brands that they bought on Amazon. More than 65% also reported that Amazon helped them find products that they ultimately purchased elsewhere. Interestingly, even among those who purchased items elsewhere, 40.3% reported discovering new products through advertisements on Amazon, highlighting how advertising on Amazon can have a positive impact on a brand or seller's offline sales.
Advertising can also help customers with their purchase decisions, with 75.3% likely to make a purchase prompted by an ad seen on Amazon during Eid celebrations and 65.2% relying on ads to remind them to re-purchase the products they want and need.
Ramadan shopping motivations and behaviors
Customers are actively seeking to refresh their daily lives, whether that’s stocking up on essentials, updating their wardrobes, or rejuvenating their homes.
Many customers also shopped for Eid al-Fitr celebrations, with 66.1% focusing on this occasion that marks the end of Ramadan. Gift-giving for family and friends motivated 59.4% of shoppers, and 54.1% prepared for iftar gatherings, reinforcing the social importance of collectively breaking the fast. To align with these varied purchasing behaviors, brands must consider how best to communicate their offerings.
Effective messaging that resonates during Ramadan
For brands and advertisers aiming to connect with their relevant audiences during this significant time, understanding the nuances of effective messaging is crucial. We asked Amazon shoppers for their reactions to various messaging themes and what makes a certain advertisement memorable for them, revealing preferences that reflect value, cultural significance, and social responsibility.
In terms of memorability, more than one-third (38.2%) of shoppers appreciate adverts connecting products to Ramadan observances, shared cultural traditions, and campaigns featuring charitable causes or community initiatives. Deals alone, however, do not make a campaign stand out. Effective messaging also acknowledges cultural nuances, focuses on family values, and embraces genorisity and community support during Ramadan.
Looking ahead to 2025
Brands have a unique opportunity to engage both loyal and first-time customers early by integrating culturally resonant, Ramadan-themed promotions that align with shoppers' values of trust and community. Leveraging Amazon's reach while staying mindful of key customer motivators like convenient and competitive offerings can help brands connect meaningfully with their most relevant audiences during this peak festive shopping season.
As Ramadan approaches in 2025, more shoppers plan to begin their preparations earlier, with 34% saying they will start getting ready 30 days before (+4% vs last year) and 27.4% preferring to start 14 days before. As shoppers begin their Ramadan preparations earlier and engage in home-centered activities like cooking and redecorating, there's a growing openness to exploring new brands that can enhance these experiences.
For marketers, this represents a special moment to introduce new products that can help expand their existing customer base and build brand loyalty. Brands that craft culturally relevant campaigns emphasizing unity, charitable giving, and reflection can potentially stand out in a busy space. By offering exclusive deals alongside messages of family togetherness, and supporting community-focused initiatives, businesses can create advertisements that can resonate deeply and remain memorable.
With advance planning, a commitment to understanding customers’ evolving needs, and a focus on inspirational, value-driven messaging, marketers can shape meaningful experiences that engage customers in the upcoming month of Ramadan.
Source: UAE & KSA Ramadan Shopping Behaviors Custom Study, Amazon Ads & GWI, 2024
