Effective Marketing during Ramadan: Strengthen Your Strategy with Insights and Trends

Ramadan continues to be a period of significant changes in consumer behaviour. As daily lifestyles change, people's consumption habits evolve, but the underlying needs and motivations remain largely the same. By understanding these underlying needs and motivations, as well as the consumer's consumption journey, and developing marketing strategies specific to Ramadan, brands can successfully navigate one of the highest volume and most profitable periods of the year.

First of all, we will examine how Ramadan consumer behaviour changes and category-based trends, and then we will take a detailed look at how we can shape marketing strategies during this period in the light of these insights and trends.

Source: Google Ramadan Insights 2025

How Does Consumer Behavior Change During Ramadan?

Ramadan brings significant shifts in shopping habits and digital content consumption. According to Google Insights 2025, interest in Ramadan begins earlier each year. This highlights the importance of focusing not only on Ramadan itself but also on the Pre-Ramadan period.

Key Areas of Interest Before Ramadan

• Increased searches related to home cleaning, kitchenware, and food stocking.
• A surge in interest in Ramadan packages, special recipes, and table decorations.

Rising Mobile Usage and Content Consumption

• Screen time on mobile devices increases significantly.
• YouTube sees a more than 50% rise in views for cooking tutorials, series, and movies.
• Users spend more time on mobile devices, particularly during suhoor and iftar hours.
• Short-form video consumption reaches record levels.

Category-Based Changes in Consumer Behavior

• Food and recipe searches peak in the first weeks of Ramadan.
• Interest in kitchenware and small home appliances rises.
• Skincare products experience the highest click-through rates of the year.
• Towards the end of Ramadan, fashion and footwear shopping spikes to levels comparable to Black Friday.

How to Strengthen Your Marketing Strategy During Ramadan

Plan Your Campaigns and Promotions in Advance

Consumers start shopping 2–3 weeks before Ramadan, making it essential for brands to:

• Launch early campaigns to be part of the decision-making process.
• Offer flexible payment options and special discounts to encourage conversions.
• Develop Ramadan-specific product bundles and promotional campaigns to stand out.

Optimize Advertising Strategies for the Right Times and Channels

Since mobile usage peaks during suhoor and iftar, brands should:

• Schedule advertising campaigns around these peak hours.
• Use Reminder Ads to keep promotions top-of-mind for consumers.
• Leverage specialized solutions like YouTube Select Ramadan Line-Up and TikTok Pulse Ramadan Category to target highly relevant audiences.
• Create engaging and interactive campaigns on TikTok, where 81% of users try new things inspired by Ramadan-related content.

Enhance Your Video and Content Strategy

Throughout Ramadan, consumers engage with:

• Cooking tutorials, personal vlogs, and content focused on spirituality and self-improvement.
• Influencer collaborations that help brands reach a broader audience.
• Short-form videos (YouTube Shorts, Instagram Reels) that drive dynamic engagement.

Focus on Eid Shopping

• Sales of clothing, footwear, and gift items surge before Eid.
• Email and SMS marketing strategies can be used for timely reminders.

Ramadan offers unique opportunities for brands to establish deep and meaningful connections with consumers. During this period, brands that correctly analyse changes in consumer behaviour and shape their strategies with these insights can stand out from the competition and create a loyal customer base.

By adopting innovative and data-driven approaches during Ramadan, you can ensure that your brand builds stronger bonds with consumers and develops strategies in the spirit of this holy month.