Ramadan, a time of reflection and shared traditions across the Arab world, is falling into the winter season for the next decade, and consumer behaviour is evolving, as we currently witness, in ways that brands cannot afford to ignore. A transformation has been taking place—one shaped by digital intelligence, early shopping trends, and a seasonal shift that is redefining Ramadan commerce. These changes observed this Ramadan provide valuable learnings for brands as they prepare for the coming years.
For brands, the key to success lies in understanding these shifts, leveraging data-driven insights, and aligning offerings with new consumer behaviours.
The rise of the early shopper and the value of video & AI-powered solutions
Forget assumptions about last-minute Ramadan shopping. The data paints a clear picture: consumers are planning earlier and they expect brands to anticipate their needs.
A Google Consumer Survey indicates that nearly 40 per cent of KSA and 25 per cent of UAE shoppers are researching Ramadan offers a month in advance. This isn’t a niche trend; it’s a fundamental shift in the consumer journey, demanding a proactive, data-driven response from brands in subsequent years.
Brands must understand that consumers, empowered by increased choices at their fingertips, will switch platforms if those needs are not met. 47 per cent of UAE and 48 per cent of KSA shoppers stated they would change e-commerce platforms for better Ramadan deals. Consumers are also leveraging different platforms and content formats to research products and help them with their purchases.
One of the leading formats that influences purchase decisions is video content; in particular, YouTube has become a discovery platform where consumers can explore and plan Ramadan purchases.
For brands, combining brand-building and sales activation campaigns on YouTube can lead to a 75 per cent increase in unique reach and a 25 per cent lift in search. Also, when driving a full-funnel YouTube strategy compared to awareness-only advertising, brands can see an 11 per cent higher conversion rate and a 10 per cent higher ROI. This influence observed this Ramadan is further enhanced by the fact that consumers increasingly value seeing their favourite content creators collaborate with brands.
The competitive advantage for next year lies in leveraging AI-powered solutions. Advertisers using AI-generated assets in Ramadan are seeing a 63 per cent lift in ad performance. These aren’t incremental improvements; they’re game-changers for a brand’s ROI in future Ramadan campaigns.
The impact of a winter Ramadan
A winter Ramadan is not just a calendar shift; it signifies a notable lifestyle shift, particularly within the MENA region. The cooler temperatures and shorter daylight hours characteristic of winter influence various aspects of daily life. For instance, fashion preferences shift towards warmer clothing suitable for outdoor gatherings, a departure from the lighter fabrics typically favoured in warmer Ramadan months. Food choices also reflect the season, with a potential increase in demand for seasonal dishes and delicacies from hot chocolates and Karaks to Margoog to roasted chestnuts (Castanea).
This lifestyle change indicates more time spent outside; a YouGov report reveals that 57 per cent of KSA and 52 per cent of UAE residents favour dining out with family and friends.
For the coming years, it’s not just going to be about creative adjustments; it’s about fundamentally rethinking the Ramadan marketing approach: Are you capitalising on the business opportunities presented by a winter Ramadan – the shift in consumer spending, the demand for new products and experiences?
AI-powered bidding is the engine for this transformation. By taking advantage of real-time Google Trends and geolocation data, AI enables dynamic campaign optimisation, ensuring maximum impact and efficient allocation of your marketing budget.
Winning means personal
Success in future winter Ramadan months hinges on building personal connections. It’s no longer enough to be present; brands must be personal, moving beyond contextual relevance to situational relevance by anticipating individual needs. This personalised approach drives results, yielding a 50 per cent increase in brand awareness and a 40 per cent higher lift in purchase intent.
Brands should also explore unexpected platforms to connect with audiences, recognising that interests extend beyond traditional Ramadan categories like food and cooking to include learning, DIY, gaming, and outdoor activities, especially in a winter Ramadan.
The good news is that technology can help. AI tools like Performance Max that make it easier to generate assets in different formats, like text-to-image, and personalise it at scale. When combined with tools like Demand Gen, an audience-first solution designed to capture new demand, brands can create effective, personalised Ramadan campaigns that not only reach customers but also significantly increase the conversion of new audiences.
As we look ahead, the defining factor for success in winter Ramadans will be the ability to connect with consumers on a personal level. By embracing early shopping trends and seasonal shifts that are redefining Ramadan commerce, brands can deliver the relevant and engaging experiences that today’s consumers demand.
By Souheil Soueid, Head of Advertising Products & Solutions at Google, MENA
