Like many of the major religious holidays around the world, Eid Al Adha has become a time of increased consumerism across the Muslim world. For marketers looking to capitalize on the surge in consumer activity, it’s critical to understand the core elements of Eid Al Adha as well as what messages are appropriate during this time in the Islamic Calendar. Appearing insensitive or ignorant about the holiday can be devastating for your business and can often be avoided entirely with a bit research.
This week, to help businesses across the Arab world, we’ll be sharing a few marketing tips to help you maximize your reach during the holiday and highlighting the industries that are most likely to benefit from effective Eid Al Adha marketing efforts.
Products that Sell Well during Eid Al Adha
The increased rate of consumerism surrounding Eid Al Adha generally translates to a noticeable increase in the sales across a broad range of industries. With that said however, there are a few industries that traditionally perform exceptionally well during the holiday season.
As so much of the Eid Al Adha holiday revolves around spending time with family, food plays a significant role in the celebration. Recently, the fast food industry has capitalized during the Eid Season as families move from elaborate, traditional meals to quickly catered meals. However, the art of traditional meals is not yet gone, and many families still spend billions of dollars in grocery stores to ensure they have food to accommodate all their guests.
Jewelry is another industry that performs particularly well during the Eid holiday. As many Muslim women wear hijabs and modest clothing, accessorizing with jewelry is a common way to express themselves. This combined with the fact that many Muslim families view jewelry as an investment means that demand surges during the holiday season.
Eid Al Adha is a time for celebration as well as gift giving, so electronics are another common gift for adults and children alike. The GCC countries in particular are very digitally connected, and the largest increase in electronic sales is reflected in these regions. If your business operates the technology industry, Eid Al Adha it is an ideal time to advertise to the Muslim population.
Marketing Messages & Symbols
Sheep sacrifice plays a considerable role during Eid Al Adha and as a result, companies often incorporate sheep imagery into their marketing material to underscore this aspect of the holiday. Though the sacrifice itself is a key element of the holiday, for marketing purposes, it is generally best to avoid graphic depictions. Instead, consider using caricatures of a sheep that don’t show any blood or slaughtering taking place.
Giving to the poor and needy is another important aspect of Eid Al Adha and many shoppers want to make “feel-good” purchases that benefit others as well as themselves. An effective Eid marketing strategy is therefore to put charitable activities in focus. As an example, your business could offer to donate a portion of profits during the Eid holiday to feeding the hungry in your local community.
Mosques and Minarets
Mosques are a place of worship for Muslims around the world and is a universally recognized symbol in Islam. As praying during Eid Al Adha plays a central role in the holiday traditions, creating marketing material that incorporates these symbols is an effective way to associate your campaign with the holiday.
Eid Mubarak technically means “blessed festival” and is used not just during Eid Al Adha but during other Muslim Holidays as well. Eid Mubarak is also used throughout advertising efforts and seems to be more of a generic message such as saying “Seasons Greetings” over Christmas time.
This phrase is similar to Eid Mubarak and means “have a happy Eid”.
Eid Al Adha is a unique opportunity for marketers to not only sell more but also to demonstrate their commitment to Islamic values and traditions. By following the messages included in this post we hope you will make informed, culturally aware, marketing decisions that help your business succeed.