With the Holy Month of Ramadan on the near horizon, consumers are expected to spend more time on their mobile devices, shopping for gifts, food, and fashion.
This presents brands with a unique opportunity to capture attention and drive conversions. This ‘Ramadan effect’ is well documented and data speaks for itself – non-organic installs (NOIs) of mobile apps surged by 27 per cent last Ramadan, surpassing the 21 per cent increase seen in 2023. In the UAE alone, NOIs skyrocketed by an astounding 164 per cent, underscoring the massive potential for brands.
Of course, as awareness of the Ramadan effect spreads, the playing field becomes more crowded, making it more challenging for retail and e-commerce marketers to capitalise.
A sound, data-backed strategy will be key, and here’s how to approach user acquisition and engagement campaigns with precision and impact during Ramadan 2025.
Timing is everything – reach customers when they are most engaged
Consumer behaviour shifts dramatically during Ramadan. Mobile usage spikes, and shopping habits follow distinct patterns throughout the day.
While daytime activity may slow, the late evenings see a surge in engagement as people stay up for prayers, social gatherings, and entertainment. This makes the hours after iftar an optimal window for online shopping and mobile engagement.
Marketers should ensure their campaigns are not only mobile-first but also time-sensitive. Personalised promotions that align with the right moments—such as flash sales in the evenings or exclusive discounts before Eid – can drive higher conversions.
Additionally, platform choice is becoming increasingly important. Temu, for example, has now surpassed Amazon in global monthly active users (MAUs).
While Temu’s average spend per user remains lower, this shift in market dynamics could create new opportunities for advertisers. If Temu scales back its aggressive user acquisition spend, other advertisers may benefit from more favourable performance marketing metrics.
Leverage paid marketing – because it works
Ramadan consistently proves to be a high-performing season for paid marketing campaigns. The increase in NOIs demonstrates that consumers are not just browsing – they are actively discovering and downloading apps at a higher rate than usual.
This trend suggests that brands willing to invest in performance marketing can capture new users at a critical moment in the shopping calendar.
With more people turning to mobile for shopping, entertainment, and financial transactions, retail marketers should focus on optimising ad placements across high-performing channels. The key lies in combining strong creative execution with data-driven targeting.
Investing in performance marketing during Ramadan not only increases app downloads but also sets the foundation for long-term customer retention when paired with the right engagement strategy.
Don’t just acquire — remarket to maximise value
While acquiring new users is essential, keeping them engaged is just as crucial. Remarketing campaigns can be a game-changer, especially when personalised using first-party data.
NOIs from remarketing campaigns for e-commerce apps in the UAE saw a 27 per cent increase through Ramadan 2024, proving that users are receptive to well-timed re-engagement efforts.
Retailers can segment audiences into key categories – past Ramadan shoppers, users who browsed but didn’t purchase, and high-value customers who haven’t engaged this season.
By leveraging dynamic retargeting ads that showcase relevant products, brands can encourage repeat purchases. Whether it’s Ramadan-related gifts, modest fashion, or festive home decor, tailored remarketing can significantly boost conversions.
Plan beyond Ramadan — prevent the post-Eid drop-off
A major challenge for mobile marketers is retaining users beyond Ramadan. Recent AppsFlyer data reveals that the majority (56 per cent) of Android apps in the UAE are uninstalled within just a month of being downloaded. To counteract this drop-off, brands must extend engagement strategies into Eid and beyond.
Post-Ramadan campaigns should focus on loyalty and retention. This means offering exclusive post-Eid sales, personalised rewards, and incentives for continued engagement. Push notifications and email campaigns should shift messaging to seasonal themes, such as summer fashion, wellness, or home upgrades.
This work will also go on to ensure the brand is strongly positioned to then capitalise on subsequent industry moments such as back-to-school, White Friday and the year-end holiday season. Such a long-term focus will help turn Ramadan shoppers into long-term customers.
An unmissable opportunity during Ramadan
Ramadan presents a golden opportunity for retail and eCommerce brands to drive both user acquisition and sustained engagement. With the right mix of paid marketing, smart timing, effective remarketing, and long-term retention strategies, marketers can ensure their efforts deliver maximum impact.
By leveraging the insights from past Ramadan trends and staying agile in their approach, mobile marketers can not only capture the Ramadan shopping surge but also create a lasting connection with their users for months to come.
By Sue Azari, Industry Lead – eCommerce, AppsFlyer
