Published by Sue Johns-Chapman
Published Date 12.02.2025 
Author: Zbigniew Nowicki, MENA Search Awards Judge
Ramadan is not just a period of spiritual reflection – it is also a time of heightened consumer activity, increased spending, and strategic opportunities for businesses. As one of the biggest shopping seasons in key markets, Ramadan presents a prime moment for e-commerce brands to connect with consumers, optimize campaigns, and drive sales. Microsoft “Global Ramadan Insights 2025” report delves into the latest trends, providing data-driven insights to help brands navigate this crucial season.
Electronics and travel lead the way
Consumer interests during Ramadan are evolving, with computers and air travel leading the way in online searches. In 2024, 47% of clicks across key markets in the Middle East and North Africa (MENA) were on computer-related products. Meanwhile, air travel surged in popularity, showing that many consumers are planning trips around this time. This trend signals a strong demand for travel services and tech-related deals, making it essential for brands to align their marketing strategies accordingly.
Spending exceeds expectations
Shoppers are not just looking for deals – they are also spending more than anticipated. In Saudi Arabia and the UAE, over 60% of consumers reported exceeding their planned budgets during Ramadan. This insight is crucial for retailers looking to maximize revenue during this period. Strategic and dynamic pricing, special offers, and timely promotions can further capitalize on this willingness to spend, making Ramadan a peak season for e-commerce revenue growth.
The hunt for discounts and deals
Ramadan is also known for promotional offers, coupons and special discounts, and shoppers actively seek out the best deals. In the UAE, 71% of shoppers were on the lookout for discounts, and 50% delayed major purchases to take advantage of Ramadan promotions. This means that brands need to plan their campaigns in advance, focusing on early promotions and well-targeted advertising to capture these deal-seeking consumers.
Balancing brand loyalty and new discoveries
Brand loyalty remains strong during Ramadan, with nearly 3 in 5 consumers preferring to buy from brands they already know and trust. However, this does not mean new brands cannot break through. Smart advertising strategies, audience engagement, and personalized offers can help businesses attract first-time customers. Building trust through social proof, customer testimonials, and limited-time Ramadan-exclusive deals can be effective ways to convert new buyers.
The rise of AI and audience ads
One of the more surprising trends from the 2025 insights is the rise in AI-driven searches. AI becomes a new search, mainly voice operated. Consumers are increasingly searching for AI-powered tools, including both ChatGPT and Copilot, which have appeared among the top search queries across multiple markets. Additionally, audience ads on platforms like Outlook and LinkedIn saw significant engagement, particularly in Saudi Arabia and the UAE. This signals a growing opportunity for businesses to incorporate AI and audience-targeted advertising in their Ramadan marketing strategies.
Get the full insights for Ramadan 2025
Ramadan is a season of opportunity for brands that understand consumer behavior and align their strategies accordingly. With increasing online activity, evolving spending habits, and a strong appetite for deals, e-commerce brands need to be well-prepared to make the most of this high-traffic period.
Microsoft’s “Global Ramadan Insights 2025 report” is packed with detailed data, strategic recommendations, and expert insights to help businesses optimize their Ramadan campaigns. Download the exclusive report and gain insights that can shape your success in Ramadan 2025. If you’re looking for even deeper analysis, request the full version now – Email: z.nowicki@bluerank.com and take your Ramadan e-commerce strategy to the next level!
