Ramadan in 2026 will bring shifts in consumer behaviour that have been different from prior years as it’s the first Holy Month to arrive during the winter season in the Middle East. According to insights from Snap Inc., brands in the UAE and Saudi Arabia have new opportunities to connect with audiences through creativity, cultural resonance, and innovative technology.
New patterns are emerging around shorter fasting hours, increased outdoor social activities, and enhanced spending power fueled by three salary weeks before, during, and after Ramadan.
Furthermore, key events, including Saudi Founding Day in the first week of Ramadan and Riyadh Season, extend celebrations and shopping opportunities, increasing both social engagements and consumer spending. These trends, coupled with Snapchat’s unique user engagement tools, enable brands to authentically engage with their audience and drive measurable impact.
“Ramadan is not just a season of celebration but a time of discovery, connection, and creativity,” said Antoine Challita, UAE Country Head at Snap.
Consumer trends shaping Ramadan 2026 on Snap
This year, Snapchatters in the region are planning earlier, with 40 per cent saying they are planning Ramadan three-months earlier or more. Throughout the season, the platform plays a central role in how people plan, share, and discover.
Snapchat ranks number one for Ramadan inspiration, with more than 7 in 10 Snapchatters across the GCC using the platform to shape celebrations, purchases, outfits, gifting, and shared family moments, reinforcing its role as a daily source of influence during the Holy Month.
“Snapchatters in the UAE and KSA turn to the platform for inspiration and tools that bring their Ramadan to life,” said Challita.
Snapchatters are also embracing Ramadan as a personal ‘creative challenge’, with 93 per cent of users seeking tools to help them be creative during the holy month. Consumers want tools to craft unique experiences, from gifting to hosting festive gatherings. Augmented Reality is at the core of this creative expression, with AR Lenses driving 8x more attention compared to other social platforms, and 92 per cent of users agreeing AR makes Ramadan celebrations more shareable.
“For brands, this represents a meaningful opportunity to show up in ways that feel authentic and culturally relevant. At Snap, we’re supporting this through creative and innovative ad solutions that help brands tell stories and inspire action during key cultural moments,” said Challita.
Spending intent also increases during the Holy Month. During Ramadan 2025, Saudi consumer spending surged 35 per cent and 89 per cent of Snapchatters reported likelihood to purchase after seeing compelling ads. This trend is expected to continue and grow in 2026, fueled by a spending-friendly calendar and consumer inspirations shared extensively through conversations.
Snapchat’s impact during Ramadan is reflected in the results delivered for brands across categories. La Roche-Posay leveraged Snapchat’s high-reach formats on the platform to engage audiences at scale, reaching more than 40 per cent of Snapchatters aged 18–45 in Saudi Arabia within the first three days of its campaign and driving a three-times lift in consideration compared to other platforms.
