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.
Others balanced multiple roles, with 47.8% serving as the primary gift-giver for family and friends, underscoring the cultural importance of generosity and sharing, and 45.7% leading Ramadan meal preparation, reflecting the communal spirit of iftar gatherings.
Spirituality, too, remained top of mind for many, as 40.3% focused on personal spiritual observance, revealing the interplay between communal commitments and individual reflection. Another 40.2% primarily shopped for children or dependents, further highlighting Ramadan’s emphasis on nurturing family bonds. These varied roles speak to the multiplicity of responsibilities that shape the holy month, each reinforcing values of unity, care, and devotion.
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.
Convenience and speed of delivery motivated 53.1% of shoppers to buy on Amazon, along with the perception of Amazon as a trusted retailer (48.9%), competitive pricing and promotions (44.3%), product selection (33.8%), and customer service quality (31.1%). These findings help affirm that building trust, offering prompt service, and highlighting relevant deals can help brands stand out during this busy season.
During Ramadan, certain categories also experience heightened demand. Grocery and food items lead at 66.3%, followed by apparel and fashion at 41.8% and personal care and beauty products at 38.6%. Home appliances (30.8%) and electronics (29%) also rank highly, reflecting shoppers desire to update their living spaces and daily routines during a month that often involves hosting guests and preparing for festive gatherings.
Personal wardrobe and home updates motivated 42.6% of surveyed shoppers in 2024, and 41.5% purchased Ramadan-themed decor and supplies to imbue their homes with the Ramadan spirit. Stocking up on essentials, a practical response to fasting needs, motivated 37% of surveyed respondents.
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.
Our insights with GWI show that brands can create impactful advertising by blending value, cultural significance, and social responsibility. The appeal of deals, discounts, and special offers resonates with 83.6% of consumers, demonstrating that promotions can be effective. Family togetherness and celebrations rank close behind, appealing to 82.9% of shoppers who value the communal aspect of iftar, suhoor, and other gatherings. Spiritual reflection and religious observance appeal to 77.5%, showing that respectful acknowledgment of the month’s sacred dimensions can enhance messaging. Charitable giving, relevant to 79.1%, speaks to the heart of Ramadan’s focus on acts of kindness and community service.
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.
Many shoppers will be open to trying new brands, including grocery (60.4%), fragrances (52.2%), hair and skincare (43.7%), and health and personal care (40.7%). While makeup, household products, jewelry, home furniture, and devices all remain categories where 30% or more of shoppers are likely to explore unfamiliar brands.
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
