Ramadan is not just a spiritual period in the UAE; it is one of the most commercially significant seasons of the year. From a digital marketing perspective, it represents a peak opportunity for brands across retail, real estate, travel, FMCG, and services. As consumer behaviour shifts, brands increase digital budgets to capture heightened attention, intent, and conversion rates.
This article explores why digital media spend rises during Ramadan and how brands can strategically capitalize on this high-impact window.
Why Digital Media Spend Surges During Ramadan
1. Massive Increase in Online Activity
During Ramadan, daily routines change dramatically. Consumers stay awake later, spend more time on mobile devices, and consume more digital content between Iftar and Suhoor.
Studies show that social media and video consumption significantly increase during Ramadan, with platforms such as TikTok and YouTube seeing strong engagement spikes.
Additionally, research indicates that 77% of consumers in the UAE use their smartphones to shop during Ramadan, with many browsing and purchasing during evening hours.
2. Surge in Online Spending and Transactions
Ramadan drives a sharp increase in e-commerce and digital payments due to gifting, charitable giving, family gatherings, and Eid preparations.
- Online marketplace transaction volumes in the UAE have surged by up to 143% during Ramadan.
- Overall, digital transaction volumes have recorded an 8.5% increase compared to pre-Ramadan periods, with significant growth in apparel, healthcare, and travel categories.
- Online transaction volumes in the region have grown 69% year-on-year during Ramadan in recent years.
These behavioural shifts make Ramadan one of the highest-converting digital periods of the year.
3. Cultural and Emotional Drivers
Ramadan is deeply rooted in generosity, gifting, and family traditions. Consumers spend more on:
- Food and groceries
- Gifts and experiences
- Travel and hospitality
- Charity and remittances
Local brands have reported an 84% increase in demand during Ramadan, highlighting the scale of consumer intent during this period.
4. Competitive Market Pressure
Because brands understand the heightened demand and digital activity, competition for ad inventory increases. This leads to:
- Higher CPMs and CPCs
- Increased budget allocation to digital video, social media, and search
- Greater emphasis on full-funnel marketing strategies
For agencies and advertisers, Ramadan becomes a seasonal “must-win” battleground.
How Brands Can Capitalize on Ramadan Digital Spikes
1. Shift Budgets Earlier and Stay Always-On
Brands that start campaigns before Ramadan capture early planners and build remarketing pools. Always-on presence ensures continuity through Iftar, Eid, and post-Ramadan shopping peaks.
2. Focus on High-Intent Time Windows
Peak engagement typically occurs:
- After Iftar (evening browsing and shopping)
- Late night (entertainment and social scrolling)
- Pre-Eid (last-minute gifting and travel bookings)
Use dayparting and platform scheduling to maximize conversions.
3. Localise Creative and Messaging
Ramadan messaging should be culturally relevant, respectful, and value-driven. Successful campaigns often highlight:
- Family, generosity, and togetherness
- Community and charity initiatives
- Limited-time Ramadan or Eid offers
4. Prioritise Performance and Remarketing
Use Ramadan traffic spikes to build data pools and retarget users with:
- Dynamic product ads
- Lead forms
- WhatsApp and click-to-message formats
- This significantly improves conversion rates during and after Ramadan.
5. Leverage Video and Creator Partnerships
Short-form video and influencer content drive discovery and trust. Ramadan-themed storytelling performs exceptionally well due to emotional resonance and high viewing time.
Takeaways for Marketers
- Ramadan is one of the highest-spend and highest-intent digital periods in the UAE.
- Consumer digital behaviour changes significantly, with more online time and higher purchasing intent.
- Brands that plan early, localise creatives, and adopt a full-funnel strategy outperform competitors.
For agencies and advertisers, Ramadan is not just a seasonal spike—it is a strategic growth window that can drive long-term customer acquisition.
Frequently Asked Questions
1. Why do brands spend more on digital during Ramadan?
Because consumer online activity, shopping intent, and digital transactions increase significantly during the month, making it a high-ROI period.
2. Which digital channels perform best during Ramadan?
Social media, online video, search, and e-commerce platforms typically see the highest engagement and conversions.
3. Do CPMs and CPCs increase during Ramadan?
Yes. Increased competition and demand for ad inventory often drive higher costs, especially in premium audiences and video formats.
4. What industries benefit most from Ramadan advertising?
Retail, FMCG, travel, real estate, gifting, hospitality, and financial services typically see strong demand spikes.
5. When should brands start Ramadan campaigns?
Ideally, 2–4 weeks before Ramadan to build awareness and remarketing audiences, then scale performance campaigns during the month.