Ramadan is a time of reflection, connection, and generosity for over two billion Muslims worldwide. But it is also one of the most dynamic shopping seasons of the year, with significant shifts in consumer behavior.
From food and fashion to travel and charitable donations, businesses must adapt their marketing strategies to stay relevant. One of the most powerful ways to do this is through conversational messaging.
With the rise of digital channels like WhatsApp, Messenger, RCS, and Viber, brands have an opportunity to create personalized, real-time conversations that drive engagement and loyalty.
Read on to learn more about the 2025 Ramadan shopping trends, how conversational marketing drives engagement, a step-by-step guide to building a successful strategy, and key considerations for global brands navigating business during the holy month.
Ramadan shopping trends 2025: What consumers want
Ramadan is a season of high consumer spending, with sales typically peaking in the last 10 days leading up to Eid al-Fitr (March 31st, 2025). Whether preparing for Suhoor (meal before daybreak) and Iftar (breaking of fast), shopping for Eid, or donating to charities, there has been a significant shift in customer behavior.
Keeping this in mind, Ramadan is the month for discovery – not just for consumers but brands as well. Therefore, it is crucial for businesses to connect meaningfully with customers to ensure they are understood and heard.
72%
of shoppers say they often explore different product categories during the Ramadan season than they do during the rest of the year.
80%
of shoppers or observers agree that planning ahead financially for this Ramadan season is more important than ever.
94%
of Ramadan shoppers or observers feel more connected to a business or brand through instant messaging.
During Ramadan, consumer spending peaks across key categories:
- Food, fashion, and travel
- Biggest spending surge: Week before Eid al-Fitr
- Preferred shopping method: Mobile-first and conversational experiences
Ramadan shoppers now expect convenience, personalized recommendations, and seamless transactions, making it essential for brands to adapt their strategies accordingly.
Action step: Optimize your messaging channels for Ramadan promotions, ensuring smooth and personalized shopping experiences.
Why conversational marketing is a game-changer for Ramadan sales
Unity and togetherness are two of the key pillars of Ramadan, with people looking to connect. Therefore, traditional marketing methods no longer suffice during the holy month.
Conversational marketing is an effective approach that uses real-time interactions to move customers through every stage of the buying process in the most efficient and engaging way possible.
Customers want direct, personalized interactions with brands, conversational marketing via messaging channels and chat apps provides the perfect solution. To set yourself apart from the competition, you must be present on your customers’ preferred communication channels.
A recent Meta study found that:
66%
of Ramadan shoppers feel more connected to brands through business messaging.
71%
say personalized recommendations make their shopping easier.
76%
have engaged with a business via chat during Ramadan.
Messaging channels allow you to reach and engage with a global audience through multi-country and multi-language personalized ads. The popularity, ease, immediacy, scalability, and personalization of messaging make it ideal for engaging customers. With channels like WhatsApp, Messenger, RCS and other chat apps, brands can:
- Answer queries instantly (faster responses lead to higher conversions)
- Send personalized product recommendations
- Enable seamless in-chat purchases
Conversational marketing via messaging channels and chat apps provides the perfect solution, and for Ramadan, it is no different. Let’s find out how to win the perfect conversational marketing strategy.
Data-driven Ramadan marketing: The role of personalization
Personalization plays a crucial role in driving engagement during Ramadan. Consumers expect brands to deliver offers and content tailored to their needs, preferences, and shopping behaviors.
They want time-sensitive deals that fit their daily routines, and inspirational messaging that aligns with cultural values. Meeting these expectations helps you build stronger connections and drive engagement during this important season.
64%
percent of shoppers have purchased from personalized ads.
But how can you do so? By using data effectively you can create highly relevant campaigns while increasing engagement and conversion rates. Customer data also allows you to craft send hyper-personalized messages at the right time.
66%
of shoppers say they prefer a personalized shopping experience.
Now let’s take a closer look at how conversational messaging can be implemented across the entire customer journey.
Step-by-step guide to a winning conversational marketing strategy
To make the most of Ramadan in 2025, your brand should follow a structured approach to conversational marketing. From discovery to retention, every step should focus on engaging customers in meaningful ways.
Attract new customers with messaging
By integrating messaging into your ad campaigns and social media, you can attract new customers and start meaningful conversations.
How to do it:
- Run Click-to-WhatsApp ads on Facebook and Instagram
- Use chatbots to answer FAQs about new products and promotions
- Offer exclusive Ramadan deals through chat
Key tips to consider when conducting business during Ramadan
Expanding into or conducting business in the Middle East or Muslim-majority countries during Ramadan requires cultural awareness and sensitivity.
Understanding local customs, business etiquette, and consumer expectations will help brands build strong relationships and create meaningful connections during this holy month.
Here are some key tips to consider:
Adjusting business hours and meeting etiquette
Many businesses operate on reduced hours during Ramadan, with shorter workdays and a slower pace. It is important to:
- Schedule meetings in the morning when energy levels are higher.
- Avoid setting meetings close to Iftar (the fast-breaking meal).
- Be flexible and understanding if responses or decisions take longer than usual.
Respecting fasting hours
Since Muslims fast from dawn to dusk, it is considered impolite to eat, drink, or smoke in front of fasting individuals in public or professional settings. When working with clients or partners:
- Dress conservatively in professional settings, avoiding overly casual or revealing attire.
- Maintain a patient and calm demeanor, as Ramadan is a time for reflection and restraint.
- Show extra kindness, understanding, and patience in business interactions.
Adapting marketing and communication
Ensure your Ramadan campaigns aligns with the values of the month, focusing on generosity, togetherness, and community support. Consider:
- Using messaging that is respectful and culturally relevant.
- Avoiding overly aggressive sales tactics; instead, emphasize giving back and charitable initiatives.
- Acknowledging the spiritual significance of Ramadan in campaigns without being overly commercial.
Supporting charitable initiatives
Giving (Zakat and Sadaqah) is a core value of Ramadan, and businesses can play a role by:
- Partnering with local charities to support CSR causes such as food distribution or education.
- Encouraging employee participation in charitable efforts.
- Offering CSR (Corporate Social Responsibility) initiatives that align with Ramadan’s spirit of generosity.
By incorporating these cultural considerations, businesses can build trust, demonstrate respect, and strengthen customer and partner relationships in regions observing Ramadan.
Prepare for a successful Ramadan marketing campaign
Family and cooking are usually the most popular topics discussed during Ramadan, but there is no “one-size-fits-all solution” for customer engagement. To make a meaningful difference and connection this Ramadan, brands should invest in:
- A customer data platform (CDP) to analyze shopping behavior and personalize messages
- A customer engagement solution to send real-time, targeted Ramadan promotions
- An omnichannel communications platform to ensure consistent messaging across WhatsApp, Messenger, Viber, and more
Consumers value convenience, no matter how loyal they are, especially during unusual times. To stand out this Ramadan, track ROI and attribute success within each marketing campaign and make sure you’re prepared for the spike in consumer demand.
Ready to elevate your Ramadan marketing strategy?
Don’t miss out on the power of conversational messaging. Start optimizing your marketing strategy and launch your Ramadan campaign today.
