Good Values, Wrong Moment: Why Ramadan Loyalty Is Harder to Earn
As Ramadan 2026 unfolds amid uncertainty, brands are discovering that loyalty is no longer driven by messaging. Instead, consistent actions, reliability, and meaningful customer experiences are shaping deeper emotional connections.
The Ramadan digital economy in the UAE hits a projected $16.4 billion, and online sales have nearly doubled to 23%, but the vibe behind those clicks feels so much different this season.
Earlier on, brands mostly focused on ‘shared values’, ‘spirit’, and ‘togetherness’ when getting ready for the Holy Month. This year, against a backdrop of regional uncertainty, there’s a different level of key messages, with customers shopping to show their loved ones how much they care, support, and cherish their connection.
People are leaning into familiar habits – shared iftars, a little something to surprise with, and product shopping with family. For those of us running businesses, this means good values become the linchpin of growth.
Loyalty today is won through what you do, not what you say.
When Shopping Becomes Care
Today, consumption is getting more intimate and contextual.
Shoppers are moving away from impulsive spending in favour of more meaningful and occasion-based orders that reflect a desire to nurture personal connections rather than perform a public display of values.
In fact, 73% of consumers now want brands to help them feel personally happy, safe, or confident, rather than hearing them make broad societal statements. Therefore, customers’ loyalty goes to those brands that really stand with their clients.
On the first day of Ramadan, Talabat Mart got a 21% jump in orders, peaking right as families were getting ready for iftar. There was no need for a special campaign to see the numbers grow; all that was needed was just knowing the needs of the audience and providing them with the right products at the right time.
We got quite a familiar situation at Flowwow, with orders going up 115%. Our users’ orders were a way to stay close to the people they love. A box of sweets, house plants, and gift sets became a quiet message of support: ‘I’m thinking of you’.
Why Quiet Values Speak Louder Than Slogans
The Edelman Trust Barometer shows that in the UAE, trust and real value are the main reasons people buy.
When a brand is loud about its values just to use it as a marketing lever without the actions to back them up, shoppers can feel it’s a scam. Real differentiation now comes down to actual utility and how you show up for the customer.
Values have become some kind of hygiene factor. Show your community how much they mean to your brand with real actions: quick support, app-testing, tailored marketing, and constant bug-checks based on feedback. Don’t just scream about quick delivery, but invest in all-round improvements.
The Chalhoub Group hit an 8% growth rate this Ramadan. They began planning Ramadan capsules in June 2025, investing millions into campaigns, tools, stock, and marketing.
Once the Middle East conflict forced businesses to change their schedules, The Chalhoub Group closed their stores in Bahrain, but kept its UAE and Saudi locations open on voluntary staff attendance, with leaders personally visiting malls to support staff during these uncertain times.
Careem added care into the CX by matching customer tips dirham-for-dirham and doubling earnings for riders via Careem Pay. They also offered daily iftar meals to delivery riders and taxi drivers throughout the month.
How Care Matters in Uncertain Times
Ramadan 2026 has proven that people stay loyal to those brands that keep being stable when the world around them doesn’t stay the same. The winners are those who adapt their logistics and offerings to match real-life expectations while maintaining a sense of steady care.
We saw this with Majid Al Futtaim Retail, where Chief Growth Officer Sherin Yassin recently said they wanted to move away from flashy, short-term promotions in favour of addressing the practical challenges customers face.
The company traded short-term Ramadan promotions for sustained campaigns focused on tangible benefits – services and affordable pricing across all touchpoints.
The shift towards reliability is also why 65% of UAE shoppers now prefer local platforms, noting both faster delivery and a stronger emotional connection to homegrown brands.
Data from Admitad and Flowwow shows a 46% surge in online activity, with local sellers consistently outperforming global giants in repeat purchases. When consumers face uncertainty, they value proximity and reliability over prestige.
Ultimately, staying close to the customer’s actual needs is what builds a true, powerful bond.
Building trust in an unpredictable climate has moved past loud words and polished campaigns. It’s now about the simple ability to show up for people in their real lives to make the day a little easier, a bit safer, or more connected.
When we stop shouting about our values and start investing in long-term, open relationships, we create a kind of resilience that no external news can break. People won’t remember the best-looking advert from Ramadan 2026, but they’ll remember the brand that was actually there when it mattered.
ALSO READ: The Synthetic Creativity Trap: Why Brands Need to Get Messy to Stay Real
