Over 70% Ramadan Shoppers Will Make Shopping Discoveries: Meta Report
#RAMADAN22 Consumers in the UAE are increasingly open to trying out new products and services from abroad during Ramadan From rustling up meals using recipes on YouTube to listening to prayers via Zoom, Ramadan in 2021 was celebrated under exceptional circumstances, with technology and restricted Iftar get-togethers. It’s going to be different this year, as […]
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#RAMADAN22 Consumers in the UAE are increasingly open to trying out new products and services from abroad during Ramadan
From rustling up meals using recipes on YouTube to listening to prayers via Zoom, Ramadan in 2021 was celebrated under exceptional circumstances, with technology and restricted Iftar get-togethers. It’s going to be different this year, as consumers are keen on shopping sprees and gifting better experiences.
A study by Meta, in collaboration with market research firm YouGov, showed that about 64 per cent of shoppers in the UAE “get excited” about trying new brands and products from overseas, with 55 per cent more likely to purchase from abroad during Ramadan and Eid Al Fitr. This is more so if advertisements for these products are themed with the holy month.
It has resulted in increased spending on cross-border purchases, compared to previous years across different categories.
The top categories UAE consumers are most likely to order from abroad are retail (67 per cent) and consumer packaged goods (46 per cent), technology/telecom (28 per cent), entertainment brands (25 per cent) and travel (12 per cent).
“Gifting and shopping is a big part of the Ramadan moment. The change in everyday habits leaves shoppers more open than usual to discovering new brands and products. This creates a unique opportunity for businesses to reach cross-border shoppers looking to discover products they’ll love,” said Fares Akkad, Regional Director for the Middle East and North Africa at Meta.
The UAE’s eCommerce market is forecast to grow 60 per cent to reach more than $8 billion by 2025 from 2021, as consumers across the region continue to shift towards online retail, according to a new report from eCommerce zone EZDubai and Euromonitor International.
And more than half of UAE consumers say they plan to use only cashless transaction methods by 2024, compared to the global average of 41 per cent, with more than two-thirds saying they abandoned a purchase in the past few months because digital payments were not accepted by the merchant.
These trends are reflected in the Meta study, which reveals that 93 per cent of respondents made net online purchases compared to 26 per cent who bought in-store. Smartphones were the most used tool to make a purchase at 82 per cent, followed by desktop or laptop computers at 38 per cent.
The study showed that people shop across borders for a variety of reasons, including trying to find products that are of higher quality, with better price points, or not available in their local markets. This has resulted in more than 70 per cent making unexpected discoveries during Ramadan.
Advertising also plays a crucial role when it comes to creators: Meta said that with media and platform behaviours of audiences often changing during Ramadan as people “reflect, rejuvenate and celebrate”, they look to brands to create content that makes them feel seen and represented and that comes across as “empowering and authentic”.
Meta’s study considered an eight-week period during last year’s Ramadan, from the lead-up to the holy month to Eid Al Fitr, which marks the end of the fasting month. It interviewed more than 13,000 respondents from 12 countries, including those from the Middle East, North America, Europe and Asia.
