The month of good deeds is bringing with it a lot of consumer behaviors changes for a whole month. Every year, we are face to face with joy, hosting Ramadan with open hearts and a lot of shopping plans to fill in our homes with our essential needs. It’s a mystery how Muslims fast for a month but still consume more food than their regular consumption over the year, purchasing a huge amount of essentials to keep their homes filled with happiness, spiritual vibes, and mostly food.
During that special time, we notice that some industries are getting more benefit from this situation than others. Food and beverages are one of the all-time gainers of Ramadan, as all the supermarkets and hypermarkets get super crowded with shoppers from everywhere. It’s also been observed that the foodservice industry flourishes during the holy month, as people love to go out sometimes and have Iftar with their loved ones. On the other hand, the home care industry gets a share out of the market’s economic revival, as a result of the many feasts held with families and friends all month long.
Ramadan’s most influential industries
All the previously mentioned points are a one-way-ticket towards increasing your sales and ROI, all you need to do is to seize the moment so you could attract more consumers to the table. So, in case we agree that Ramadan is a win-win situation, where the mentioned industries can double their sales, how can they triple it? The answer is offers and promotions. Studies show that 74% of consumers decide when and where to shop based on the offers announced, so if they already overshop during Ramadan, a buy one and get two is all they want to hear at the time.
But, is it only food & beverages and foodservice that are the ones to conquer Ramadan’s race? Of course not, many other industries have joined the holy month’s arena, such as the video-on-demand industry with tycoons like Netflix, Watch IT, and Shahid for example, which is simply like having a mobile TV with you wherever you go, where you can watch whatever you want whenever you want, and with zero breaks. These platforms are fighting over your attention with discounts specially tailored for them, and special packages for those who would like to only join during Ramadan.
In similarity, the holy month is known for the gatherings and communication blasts, and this is why the telecommunication companies are competing to ramp their sales in Ramadan. They offer a lot of bundles, packages, and family subscription tariffs to spice things up in the holy month. Enjoy free minutes and the internet, add your families to this bundle, choose the ones you want to talk to all Ramadan with the lowest prices per minute, and more are used to lure the consumers into seizing the day.
But how to seize the moment and ramp up your sales in Ramadan?
Google’s statistics have shown that Youtube videos views increase by up to 40% during Ramadan, which is triple its numbers on normal days. It also claimed that the most searched topics are food, food recipes, available restaurants, and what they particularly serve. So, we highly recommend that all those who are in the foodservice industry should activate their Google My Business feature to make sure they are found by their target audience.
We also advise social media managers to reschedule their posting timings on the different social media platforms according to people’s new phone-using patterns in Ramadan. Statistics have revealed that the peak of social media is between 6 to 8 pm. Moreover, it also showed that the time between midnight and 2 pm is also one of the golden periods in Ramadan since Google search increases by 70%, where consumers start looking for cooking shows, TV series, and food recipes that lead them to different social media platforms.
The studies also showed that 61% of the Kingdom of Saudi Arabia’s consumers tend to buy gifts more when Eid al-Fitr is around the corner, this is why we believe it’s a great opportunity for e-commerce brands to launch their social media campaigns in the middle of Ramadan to get their sales up in the sky.
And according to a study conducted last year, the e-commerce industry is one of the industries that sales have risen up to 230%. While the consumption rates in general usually get up to 40% than usual in Ramadan. Hence, optimizing your website for search engines before Ramadan is a must.
You have to help your brand to rise during this special time by knocking on your target audience’s doors through several paid social media campaigns. Campaigns that are tailored just for your target audience’s buyer persona so you could tackle the need in them to purchase your product or service.
Also being part of the good deeds of Ramadan gives your target audience the feeling that your brand is following its corporate social responsibilities to the max! You gain their trust and they become more eager to be a part of what you are offering to those in need. Moreover, it helps your audience to see your company in a new light, a light that helps increase your sales.
And don’t forget that the big portion of media goes to the digital one in Ramadan, everyone is chained to their phones, which is a great chance for you to release several awareness and transactional campaigns to boost your ROI.
Digital marketing takes it all in Ramadan
The greatest market share of Ramadan’s sales goes to digital marketing, huge brand names choose to dedicate a large portion of their advertising budget to go to advertise on the different rising social media platforms. In fact, many of those tycoons have chosen over the past few years to even dedicate all of their budgets to digital media, abandoning the traditional media to seize the digital momentum, such as Pepsi, Coca-Cola, and more. These brands have realized that most young adults in Egypt spent approximately 4-7 hours online daily moving around different social media platforms, so they made sure to capture their attention. And this comes as a result of the downsizing of work hours in Ramadan, and the normal routine of fasters that stay home till they break their fast.