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How COVID-19 has shifted consumer behaviour and what this means for Ramadan 2021

By March 18, 2021March 24th, 2021No Comments

How COVID-19 has shifted consumer behaviour and what this means for Ramadan 2021

 

  18/03/2021

How COVID-19 has shifted consumer behaviour and what this means for Ramadan 2021

18/03/2021

The Coronavirus pandemic has presented a unique set of challenges for retailers. There has been an immense change in consumer expectations and demands, as well as an adjustment to purchasing behaviour. One of the biggest changes has been the increased number of customers migrating to online platforms. This could be to purchase or research products, keep in touch with family and friends, or to find methods of keeping entertained as customers continue to spend more time at their homes. 

As we approach Ramadan 2021, retailers must be prepared to combat these changes to make the most of this enormous marketing season. By using consumer insight tools, brands have the opportunity to analyse data from previous years and plan their campaign strategies appropriately for the season ahead. After analysing the events of 2020, these are our data-driven predictions for Ramadan 2021 in the UAE: 

The Rise of Digital Sales

In 2019, 49% of consumers stated that they anticipated increasing their online spend over Ramadan. However, nobody could have predicted the extent of this expansion, which was amplified by the Covid-19 pandemic. Indeed, during Ramadan 2020, online shopping was the biggest shopping moment in MENA, triumphing Black Friday and White Friday sales. Much of this increase comes down to people feeling safer when shopping online rather than going into physical stores while the pandemic continues to dominate our lives. With such a huge influx of online shopping, retailers must make sure that they provide an online shopping experience that is convenient, safe and user friendly as more people opt to shop online.

Importance Of The Mobile Phone

Ramadan is a time for self-reflection but also a time of joy and celebration to be spent with loved ones. In 2020, people turned to their digital devices to connect with others. In particular, people took to their mobiles to connect with family and friends and to keep up-to-date. A study conducted by Facebook revealed that 48% of those celebrating Ramadan and Eid in 2020 believed that they spent more time on their mobile device over the season. Furthermore, the study revealed that 76% of those who observe Ramadan in the UAE researched potential Ramadan purchases on their mobile phones during 2020. Looking ahead to this year, retailers must create campaigns and websites that are mobile optimised to reach the large number of people that are taking to their mobile phones.

Increased Media Consumption

Since the pandemic began, many consumers have turned to their online devices to seek sources of entertainment. Whether that is to stream videos, scroll through social media or to catch up on TV shows using platforms such as Netflix. Retailers have the opportunity to capitalise on this shift by establishing a strong online presence. This could be done by consistently posting and engaging with customers on social media platforms like Instagram and Facebook. This increased media consumption also creates more opportunity for retailers to use online analytical tools to learn more about their online customers, and understand their interests and spending habits.

To access our full report on our findings for Ramadan 2021, please click here.

Melanie Valenzia
Market Research Intern
Fact: I try to walk 10,000 steps a day.

ABOUT ONEST  

Melanie Valenzia,
Market Research Intern
Fact:  I try to walk 10,000 steps a day.

ABOUT ONEST  

The Coronavirus pandemic has presented a unique set of challenges for retailers. There has been an immense change in consumer expectations and demands, as well as an adjustment to purchasing behaviour. One of the biggest changes has been the increased number of customers migrating to online platforms. This could be to purchase or research products, keep in touch with family and friends, or to find methods of keeping entertained as customers continue to spend more time at their homes. 

As we approach Ramadan 2021, retailers must be prepared to combat these changes to make the most of this enormous marketing season. By using consumer insight tools, brands have the opportunity to analyse data from previous years and plan their campaign strategies appropriately for the season ahead. After analysing the events of 2020, these are our data-driven predictions for Ramadan 2021 in the UAE: 

The Rise of Digital Sales

In 2019, 49% of consumers stated that they anticipated increasing their online spend over Ramadan. However, nobody could have predicted the extent of this expansion, which was amplified by the Covid-19 pandemic. Indeed, during Ramadan 2020, online shopping was the biggest shopping moment in MENA, triumphing Black Friday and White Friday sales. Much of this increase comes down to people feeling safer when shopping online rather than going into physical stores while the pandemic continues to dominate our lives. With such a huge influx of online shopping, retailers must make sure that they provide an online shopping experience that is convenient, safe and user friendly as more people opt to shop online.

Importance Of The Mobile Phone

Ramadan is a time for self-reflection but also a time of joy and celebration to be spent with loved ones. In 2020, people turned to their digital devices to connect with others. In particular, people took to their mobiles to connect with family and friends and to keep up-to-date. A study conducted by Facebook revealed that 48% of those celebrating Ramadan and Eid in 2020 believed that they spent more time on their mobile device over the season. Furthermore, the study revealed that 76% of those who observe Ramadan in the UAE researched potential Ramadan purchases on their mobile phones during 2020. Looking ahead to this year, retailers must create campaigns and websites that are mobile optimised to reach the large number of people that are taking to their mobile phones.

Increased Media Consumption

Since the pandemic began, many consumers have turned to their online devices to seek sources of entertainment. Whether that is to stream videos, scroll through social media or to catch up on TV shows using platforms such as Netflix. Retailers have the opportunity to capitalise on this shift by establishing a strong online presence. This could be done by consistently posting and engaging with customers on social media platforms like Instagram and Facebook. This increased media consumption also creates more opportunity for retailers to use online analytical tools to learn more about their online customers, and understand their interests and spending habits.

To access our full report on our findings for Ramadan 2021, please click here.

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