Consumers make ‘impulsive’ purchases during Ramadan. Are you one of them?

May 27, 2018 11:20 am

Do you consider heading to the supermarket an easy task?

Apparently, during Ramadan, people tend to enjoy shopping and taking advantage of Ramadan offers.

In fact, a recent research by YouGov found that 75% of UAE consumers make impulsive purchases during Ramadan.

40% of them believe that the holy month has the best shopping offers and deals.

But on what do UAE residents spend the most money?

READ: Which GCC country is seeing a 200% spike in grocery prices during Ramadan?

Promotions, promotions, promotions

Expats in the UAE are on the look-out for promotions across a broad range of categories, according to Thomson Reuters Zawya.

54% are looking for deals in groceries and fresh produce, 51% in clothes, 39% in mobile phones and 36% in fashion accessories.

The study also suggests that most consumers only consider brands when it comes to big Ramadan purchases such as cars (54%), mobile devices (54%), computers and laptops (50%) and cameras (49%).

However, big names are measured in the household electronics (45%), beauty products (44%), and household appliances (41%).

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Where do UAE consumers like to shop?
Malls for the win

Despite a recent boost in e-commerce, only 9% said they plan to shop purely online during Ramadan, Zawya reported.

Instead, 39% will shop at the mall/in-store, while 38% will shop both online and in-store. Around 14% will shop wherever the best promotions are, with 44% saying they will try a different mall in if it has good offers. Fewer people, 39%, said they will go only to their preferred malls.

CHECK OUT: Will UAE businesses go slow as Muslims fast this Ramadan?

While a lot of shopping is done in-store, many customers gain awareness of sales through online channels, with 42% finding out about promotions via social media ads and 39% via internet ads. Around 30% hear about promotions via emails/SMS from companies and brands.

However, in-store adverts (38%), word-of-mouth (33%), and out-of-home (33%) influencing also influenced the choices of Ramadan shoppers.


Lara Haidamous
By Lara Haidamous
Lara Haidamous, a junior editor at AME info, with over 3 years of experience in generating creative content.