Eid Al-Fitr: The Ramadan Marketing Landscape

How Brands Showed Up

This Season

As Ramadan comes to an end, the transition into Eid Al-Fitr marks a shift from a month of reflection to a time of celebration, generosity, and heightened consumer activity. Over the past few weeks, brands, both local and international, have adapted their strategies to align with the values and behaviours of the season. From culturally relevant storytelling to tactical promotions, here’s a look at how the marketing landscape evolved during Ramadan and how it sets the stage for Eid. 

How Western Brands Stay Culturally Relevant 

For international brands, staying relevant during Ramadan requires more than just acknowledging the occasion. The most successful campaigns this season were those that demonstrated cultural understanding and emotional depth. We saw brands like Nike, McDonald’s, and Coca-Cola lean into themes of unity, family, and generosity—values deeply embedded in the spirit of Ramadan. Brands also adapted their product offerings, such as late-night meal promotions and Ramadan-specific content on social media, ensuring they connected authentically with Muslim consumers. 

How Saudi Brands Showed Up During Ramadan 

For Saudi brands, Ramadan is a pivotal moment in the marketing calendar. Local brands across retail, F&B, and e-commerce tailored their messaging to enhance the Ramadan experience—whether through exclusive collections, charitable initiatives, or limited-time offers. Telecom providers focused on family connectivity, while food brands capitalized on iftar and suhoor rituals. As Eid approaches, the focus shifts toward celebratory campaigns, gifting promotions, and festive activations that resonate with the joy of the occasion. 

Consumer Behaviour & Shopping Trends

Ramadan significantly reshapes consumer habits. During fasting hours, shopping malls and retail spaces are quieter, but after iftar, cities come alive. Late-night shopping sprees, increased footfall in malls, and a surge in e-commerce sales (especially for Eid fashion and gifting) define the consumer landscape. Digital engagement is also at an all-time high, making social media and influencer marketing key drivers for brand visibility.  

As brands now pivot from Ramadan to Eid, the focus is on celebration, connection, and last-minute gifting, ensuring they remain an integral part of consumers’ festivities. 

Hamad Tariq Mahmoud

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