Ramadan Marketing in Saudi Arabia: Stats, Tips, and Tricks

Ramadan in the Middle East and North Africa (MENA) region, and particularly in Saudi Arabia, stands as a significant cultural and commercial period, profoundly influencing consumer behavior and search trends.

The holy month registers an unprecedented peak in Google searches, reflecting the dynamic shifts in consumer interests, needs, and activities during this time.

By weaving in the insights and statistics from “Think with Google,” this part provides a comprehensive overview of consumer behavior in Saudi Arabia during Ramadan, offering valuable guidance for brands looking to navigate the holy month’s unique commercial landscape.

Unprecedented Search Trends and Spending Patterns

• 2023 witnessed a historic 7.2 billion general searches during Ramadan, marking a 21% increase from the previous year.
• Notably, 193 million of these searches were directly related to Ramadan, including queries for “Ramadan meals,” highlighting the immense digital engagement across Saudi Arabia.
• This surge in online activity underscores the anticipation and enthusiasm leading up to Ramadan, with around 1.5 million queries related to the Ramadan countdown alone.
• Retail sales during Ramadan were projected to reach an astounding USD 66 billion, defying inflationary pressures. This trend is expected to ascend, with a significant percentage of consumers across Saudi Arabia increasing their spending during the holy month.

Online Shopping Trends

E-commerce experiences a significant boost during Ramadan. The convenience of online shopping, combined with exclusive Ramadan deals, drives a spike in e-commerce activity.

• 75% of respondents prefer to shop from brands that contribute to charitable causes during Ramadan, according to a survey conducted by the Marketing Society in Saudi Arabia.
• Foot traffic in shopping centers increases by up to 70% during the evening hours in Ramadan, illustrating the nocturnal shift in consumer activity, according to the Saudi Ministry of Commerce.

Capturing the Ramadan 2024 Opportunity

• Offering Value to Consumers

The diversity in shopping preferences expands during Ramadan, encompassing food, groceries, apparel, home and garden, beauty, and electronics.

A remarkable 86% of consumers perceive Ramadan as the prime time for the best deals, emphasizing the importance of value.

However, ‘value’ encompasses more than just price; it includes considerations for sustainability and ethical production. The data suggest a growing regional concern for sustainability, with a significant percentage of consumers in Saudi Arabia and Egypt prioritizing products free from harmful ingredients and additives.

• Entertaining and Inspiring Consumers

Consumer engagement with content varies throughout Ramadan, showcasing a shift in interests across its phases. From home decoration and food preparation to spirituality and comedy, search interests spike dramatically, indicating specific consumer needs at different times.

The actual month of Ramadan sees heightened interest in series, lifestyle shows, and gaming, with search interest in “Ramadan games” and “Ramadan series” experiencing significant increases.

Content related to music, gaming, and celebration gains popularity over Eid, reflecting a versatile consumer engagement with digital content.

According to a study by the Interactive Advertising Bureau (IAB), online activity peaks during the late evening hours, with a 40% increase in social media engagement after Iftar, the evening meal when the fast is broken.

• Exploring and Researching

The path to Ramadan involves extensive preparation, with one in five starting their preparations 3 to 4 weeks in advance. Search trends reveal a marked increase in queries for “iftar special recipes” and “Ramadan invitation ideas,” highlighting the extensive online exploration for Ramadan-related topics.

The rise in retail searches over the past five years indicates a robust inclination towards online shopping, which is not solely for personal gain but also encompasses a generous spirit towards others, with a noticeable increase in spending on charity and gifts for family and friends during the holy month.

💡Strategic Insights for Marketers

• To effectively engage with consumers during Ramadan, brands should focus on offering value, entertaining and inspiring through targeted content, and leveraging moments of exploration and research.
• Ensuring that marketing strategies are immersive, relevant, and visually appealing can significantly enhance consumer engagement and drive conversions during this pivotal period.

The Most Used Social Media Platforms During Ramadan in KSA

Social media platforms see a remarkable surge in activity during Ramadan. With altered schedules and more time spent at home, individuals turn to these platforms not just for social interaction but also for content that is reflective of the holy month.

• X or Twitter: Often used for real-time communication and sharing of thoughts, X platform becomes a hub for Ramadan greetings, live discussions about TV shows, and sharing of spiritual content.
• Facebook & Instagram: These platforms, with their visual-centric approach, become repositories of festive images, live video streams of Taraweeh prayers, and storytelling by brands and individuals.
• Snapchat & TiKTok: Popular among the younger demographic, Snapchat’s and TikTok’s use escalates during Ramadan, with people sharing moments from Iftar gatherings and family celebrations.
• YouTube: Remains a favorite for a diverse range of video content, from religious lectures to cooking shows specifically tailored for Ramadan.
• Local Streaming Platforms: Services like Shahid provide a selection of Ramadan-specific series and programs that attract a significant viewership.
• Apps like WhatsApp and Telegram become even more essential during Ramadan, as they are used to send greetings, share prayers, and coordinate family gatherings.

The Most Used eCommerce Platforms During Ramadan in KSA

The shift to online shopping is accelerated during Ramadan, with e-commerce platforms reporting increased traffic and sales. This change is driven by the convenience of shopping from home and the abundance of Ramadan deals.

• Local E-commerce Giants: Platforms like Amazon.sa and Noon experience a boost in sales, particularly in categories such as groceries, clothing, and home decor.
• International Retailers: Many international brands with local online presence also see increased engagement, as consumers look for special Ramadan collections and offers.

💡Strategic Insights for Marketers

Google remains the primary tool for finding information, recipes, prayer times, and online shopping deals. The holy month brings about a change in search patterns, with a focus on topics related to Ramadan.

The Best Ramadan Marketing Methods for Saudi Customers

Ramadan in Saudi Arabia is a time of heightened consumer activity and a unique opportunity for brands to connect with their audience.

Marketing during this period requires a nuanced approach that respects the cultural and religious significance of the month while engaging consumers who are more receptive to new products and services.

Here are the best marketing methods to consider:

1. Content Marketing: Culturally Relevant Campaigns

Creating content that resonates with the spirit of Ramadan is key. Campaigns should embrace themes of generosity, family, reflection, and joy.

• Storytelling: Share stories that reflect the values of Ramadan. Use customer testimonials or brand narratives that align with the themes of the holy month.
• Educational Content: Provide informative content such as blogs or videos on how to prepare for Ramadan, health tips, and spiritual reflections.

2. Influencer Marketing: Authentic Engagement

Collaborate with local influencers who can authentically communicate your brand’s message. Their credibility can help endorse your products in a way that feels natural to their followers.

• Live Sessions: Host live Q&A sessions, cooking shows, or product demonstrations with influencers to drive real-time engagement.
• Micro-Influencers: Partner with micro-influencers who have a strong connection with their community and can engage with niche audiences. here is an Example:

@nnosh_f بشروني اذا طلع اكسبلور وانزلكم مفرزناتنا مع بعض 🤣🌙 #fyp #fypシ #اكسبلور #اكسبلورexplore #رمضان #foryou #وصفات #تنسيقات #اعلان ♬ الصوت الأصلي – ناديا عبدالله🏡

3. Email and SMS Marketing: Personalized Communication

Personalized messages can build a direct connection with consumers. Tailor your messages for greetings, exclusive offers, and important announcements.

• Segmentation: Use customer data to segment your audience and send personalized greetings and offers based on their past interactions with your brand.
• Timing: Schedule your emails and SMS to coincide with non-fasting hours, especially around Iftar and Suhoor.

4. Social Media Campaigns: Leveraging Platforms

Social media platforms are buzzing during Ramadan. Tailor your social media campaigns to engage with users looking for Ramadan-related content.

• Hashtags: Create and use Ramadan-specific hashtags to increase the visibility of your campaigns.
• Engaging Content: Post interactive content such as polls, quizzes, and contests related to Ramadan.

5. Promotions and Offers: Value-Driven Deals

Consumers expect promotions during Ramadan. Offer special deals that provide real value.

• Limited-Time Offers: Create urgency with time-limited deals, such as special prices on Iftar meals or Eid gifts.
• Bundle Deals: Offer bundle promotions that package together items commonly used during Ramadan, such as dates, prayer mats, and religious books, to encourage larger purchases.

6. Search Engine Marketing: Capturing High Intent Searches

With the increase in online searches during Ramadan, utilizing SEO and paid search campaigns can capture the attention of those looking for products and services related to the holy month.

• SEO: Optimize your website and content with Ramadan-related keywords to improve organic search visibility.
• Paid Search: Implement targeted paid search ads focusing on Ramadan-specific queries to drive traffic and conversions.

7. Video Marketing: Storytelling with Visuals

Videos are a compelling way to tell your brand’s story and connect with customers on an emotional level during Ramadan.

• Short-Form Videos: Create engaging short videos for platforms like TikTok and Instagram Reels that capture the essence of Ramadan.

View this post on Instagram

 

A post shared by رامــــا الضيافــــة (@ramahospitality)

• Video Tutorials: Provide value with how-to videos, such as preparing for Ramadan, cooking special dishes, or creating festive decorations.

8. Community Engagement: Building Brand Trust

Engage with your local community through charitable acts and sponsorships, which can build goodwill and strengthen brand trust.

• Charitable Initiatives: Align your brand with charitable causes, offering a portion of sales to charities or organizing community events.
• Sponsorships: Sponsor local events, virtual iftars, or webinars that bring people together and enhance the communal feel of Ramadan.

9. User-Generated Content: Foster a Sense of Community

Encourage your customers to share their own content related to your brand and Ramadan. This not only provides you with authentic content but also strengthens community ties.

• Contests: Run a contest where customers submit their own Ramadan stories or photos using your product, with the best entries winning prizes.
• Customer Spotlights: Feature customers on your social media profiles, sharing how they celebrate Ramadan or use your products during the holy month.

10. Omnichannel Strategy: Seamless Customer Experience

Ensure your marketing efforts are coordinated across all channels to provide a seamless and integrated customer experience.

• Consistent Messaging: Maintain consistent branding and messaging across all platforms, from your website to social media to in-store displays.
• Integrated Campaigns: Create campaigns that smoothly lead customers from one channel to another, such as from an Instagram post to a dedicated landing page on your website.

Special Tip: Capitalizing on Free and Faster Shipping During Ramadan

During Ramadan, when the pace of life changes and consumers’ priorities shift, offering free and faster shipping can be a game-changer for your online store. Here’s why:

• Enhanced Customer Experience:

Ramadan is a time when consumers are looking for convenience as they balance fasting, work, and worship. Free shipping eliminates a potential barrier to purchase, making the online shopping experience smoother and more appealing. It’s a gesture that’s appreciated and can convert browsers into buyers.

• Competitive Advantage:

As many consumers are actively seeking to purchase gifts for Eid, food items for Iftar, or new attire for the festive season, faster shipping options can set your business apart from competitors. By ensuring that products arrive promptly, you provide peace of mind to customers who may be shopping last minute.

• Increased Sales:

Offering free and faster shipping during Ramadan can lead to an increase in sales. It not only encourages customers to complete their purchases but can also increase the average order value, as consumers are more likely to add additional items to their cart when they know shipping is on the house.

• Promotion and Marketing:

Use free and faster shipping as a cornerstone of your Ramadan marketing campaigns. Highlight this service in your promotional materials, social media, and website banners to attract attention and communicate value to potential customers.

• Loyalty and Repeat Business:

By providing an exceptional shopping experience during Ramadan, you pave the way for customer loyalty and repeat business. Customers will remember the convenience and service they received and are more likely to return even after the holy month is over.

Offer your customers the best shipping experience using OTO. You can build your own account on OTO for free and get:

• Streamlined Shipping: Utilize OTO for hassle-free order management during the Ramadan rush.
• Lowest Rates: Benefit from OTO’s competitive shipping rates to offer cost savings to your customers.
• Fast Delivery: Access over 200 carriers through OTO for the fastest delivery options, crucial for Ramadan timelines.
• Reliable Service: Count on OTO’s efficient system for timely deliveries, enhancing customer satisfaction.
• Focus on Sales: With OTO handling logistics, concentrate on providing quality service and products for Ramadan.

Ramadan Marketing in Saudi Arabia Key Takeaways

• Cultural Sensitivity: Marketing during Ramadan should be done with a deep understanding and respect for the cultural and religious nuances of the period.
• Consumer Behavior: There’s a significant shift in consumer behavior during Ramadan, with increased activity online, particularly on social media and e-commerce platforms.
• Engagement Trends: Content that resonates with the themes of Ramadan, such as generosity, community, and spirituality, tends to engage consumers more effectively.
• Technological Adoption: There’s a growing trend towards the use of digital platforms for various activities, from shopping to charitable giving.

Strategic Ramadan Marketing Recommendations

• Incorporate Values: Ensure your marketing campaigns reflect the values and spirit of Ramadan, creating a genuine connection with your audience.
• Leverage Data: Use consumer data and insights to tailor your marketing efforts, delivering personalized and relevant messages.
• Multi-Channel Approach: Adopt an omnichannel marketing strategy that covers various platforms to reach your audience wherever they may be active.
• Timing is Key: Align your marketing activities with the daily rhythms of Ramadan, such as pre-Iftar shopping spikes and evening content consumption.
• Monitor and Adapt: Keep a close eye on campaign performance and be ready to make quick adjustments based on real-time feedback and metrics.

Looking Ahead

• Technology Integration: Stay abreast of emerging technologies and platforms that could change the way consumers engage during Ramadan.
• Consumer Insights: Continuously gather and analyze consumer behavior data to refine and improve future Ramadan campaigns.
• Sustainability and Ethics: As consumers become more conscious of these issues, ensure your brand aligns with these values, which are also integral to the ethos of Ramadan.

Final Thoughts

Ramadan is more than just a month-long observance; it’s a time when the collective consciousness of the Muslim community is focused on higher ideals.

Brands that understand and embody these ideals in their marketing efforts can not only achieve commercial success but also build lasting relationships with their customers.

As we look towards Ramadan 2024, let the insights and examples from this article inspire innovative, respectful, and effective marketing campaigns that honor this holy month.