Over the past decade Eid Al-Fitr, like so many holidays, has become a time of increased consumerism as well as celebration. During the holiday, millions of residents across the GCC increase their spending at malls, restaurants, and a wide range of online retailers to celebrate the end of Ramadan.
With this renewed interest in shopping, marketers are under increased pressure to understand what consumers are looking for and designing campaigns that meet those needs. In this post, we’ll be covering the basics of Eid marketing and how your business can make the most of the seasonal shopping spree.
Marketing Messages During Eid al Fitr
Eid Mubarak translates to “blessed festival” in English and is a common expression during several Islamic holidays. The phrase is occasionally used in the lead up to Eid al Fitr but is more commonly used once Ramadan has concluded and the full Eid celebrations have begun.
The Crescent Moon
One of the most common symbols for Eid, Ramadan and Islam is the crescent moon. With a clear connection to the Eid celebrations, the crescent is one of the most common symbols used in Eid advertising. The first sighting of the crescent moon marks the beginning of each month in the Islamic calendar including the months of Ramadan and Shawwal (the start of Eid al-Fitr).
During the month of Ramadan, many Muslims shift to later hours and spend much of their nights awake for prayers. As a result, lanterns have become synonymous with the Ramadan season, especially in countries like Egypt where the tradition began. Though the lantern isn’t as common as the crescent moon during the Eid season, many marketing campaigns utilize lanterns in various ad formats to convey the spirit of Ramadan and Eid Al-Fitr.
Shopping Behaviour During Eid al Fitr 2019
Across the GCC and other Arab countries virtually all retailers are preparing for the increased consumer traffic during the Eid celebrations. With that said however, during the holiday season there are a few product categories that tend to perform better than others.
Based on previous year trends, industry experts expect a significant increase at food and beverage outlets as well as family attractions, but the biggest increases are expected in clothing spending and travel.
As Eid approaches every year, many Muslims take the opportunity to invest in new clothes as part of the Eid celebrations. In Islam, it is common practice to buy new clothes for Eid because it is a Sunnah (tradition) of the Prophet to wear something new during the holy feast.
This endorsement means that many people shed the guilt of buying a new outfit and the clothing industry is there to support them. Stores will often combine tradition with some of the best sales of the season to hit the perfect mix of incentive.
Across the Middle East, the end of Ramadan brings a tidal wave of travel bookings. During this period in 2018 traffic to travel websites has increased by a whooping 51%. Travel bookings themselves peak in the final 10 days of Ramadan. Though travel activity drops slightly during Eid al-Fitr itself, bookings tend to spike for a second time in the days after.
These spikes pre and post Eid mean that travel players should be prepared to maintain strong advertising strategies through the final days of Ramadan and throughout Eid itself to capture traveler’s interests and bookings in the days following.
Consumer Trends to Watch During Eid al Fitr 2019
Today’s consumers are evolving faster than ever and for Eid al Fitr one of the biggest changes is the increased interest in mobile based shopping. Mobile is no longer a ‘nice-to-have’ option for consumers and is instead becoming their primary channel.
During the final days of Ramadan, when mobile usage increases dramatically, apps and mobile first shopping experiences are a critical tool to keep shoppers engaged and drive sales. For modern consumers, an easy and convenient shopping experience will often be a deciding factor in whether they shop with you.
By combining the right tools with seasonal trends and Islamic tradition, Eid can be a very lucrative time of year for your business. Just be sure to take the time to understand your target audience, respect their beliefs, and work to develop creative campaigns that align with the themes of Eid al Fitr.