Ramadan, the time of year when Muslims around the world fast from dawn to dusk, is only six weeks away. The holy month is not only for reflection and prayer through the Islamic world but surprisingly also one of the busiest shopping seasons for businesses.

Online sales and web traffic have been especially profound for online businesses with a rise of 77% and 110%, respectively, during Ramadan last year. With approximately 240 million Muslims in Southeast Asia, the upcoming holy month means more eating, praying and shopping.

But what are observers of this religious festival shopping for? When and where can businesses reach them? Facebook has shared a presentation that contains insights about users during Ramadan. Here’s what to keep in mind:

Shopping peaks before, during and after Ramadan

Ramadan falls on May 27 to June 25 2017, however, sales increase both pre- and post-Ramadan offering businesses a period of nearly three months to capture the attention of potential buyers.

According to Facebook, the pre-Ramadan phase this year falls from April until May 26 followed by the holy Ramadan month, while the post-Ramadan phase falls from June 26 to July 31.

Pre-Ramadan

People start browsing to discover products as early as April, but shopping peaks in the Ramadan month, by as much as 27% compared to the season average in 2016.

Women especially are looking for tips to decorate the home, create a new dish or buy a dress, so it’s best to reach them through online campaigns when they begin prepping for the celebrations.

The pre-Ramadan period is good for offering things like household cleaning supplies as people embrace “purity” and “cleanliness” preparing to welcome Ramadan. The week before Ramadan, people will stock up on food and beverages.

Mobile is the observer’s best friend

  • 60% of Indonesians use the mobile during this season to connect with family and friends. Family, food and the home dominate Facebook conversations.
  • 86% of Indonesians access the internet via the mobile.
  • 96 million people access Facebook monthly on mobile making the platform a smart marketing channel.  
  • More service-based apps are downloaded during and post-Ramadan for a stress-free (28% increase in installs in June, 26% in July).

The Ramadan shopper

The focus is on women during this time of year as more activities become stressful in Ramadan. They include:

  • Keeping a tidy home (30.6%)
  • Cooking (30.4%)
  • Dressing well (27.9%)
  • Entertaining family/friends (19.5%)
  • Being a parent (14.9%)

And because they tend to miss out on relaxing (29%), watching TV shows (20%) and spending time with family/friends (16%), they turn to the mobile to post on Facebook and 50% look for inspiration during Ramadan.

Women namely discuss family, food and beverage and the household in Facebook conversations. The most popular Instagram hashtags during Ramadan include:

  • Hijab, Hijabers, Hijab fashion
  • Fashion
  • Dress
  • Kemeja (shirt)
  • Bajuanak (children’s clothes)
  • Holiday (more local destinations than global)

The most popular shopping topics among women:

  • Clothing – particularly for new clothes for Eid/Lebaran
  • Electronics – TV, Playstation and mobile phones (particularly Samsung)
  • Gifting and promotions

How to reach this demographic? Facebook has shared a handy table for setting up ad campaigns and the topics/keywords to focus on to provide convenience to observers:

Other tips to reach more Ramadan browsers

eIQ case study a few years back found that web traffic peaks in the early hours of the day so boosting online promotions and offers between 3AM to 6AM will be more effective than scheduling those for later in the day.

Digital marketing is a good way to send your brand message to customers during this period, especially if it’s optimized for the mobile device. Businesses also need to be aware that if they are connecting to their audience during this religious time, content should be appropriate and sensitive while providing as much convenience as possible.

  • Inspire with best Ramadan deals: tips for decorating the home, healthy recipes, stylish dresses
  • Begin campaigns early: Start as soon as April (now!) before it gets to Ramadan crunch time.
  • Be a problem solver: Women are stressed about cleaning, cooking and dressing well. Be creative, bundle cleaning supplies with home delivery and curated fashion solutions.

Be it marketing through Facebook, email or any other channel, this is a helpful checklist for optimal marketing efficacy:

Facebook’s presentation can be found here.


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