Ramadan

Marketing Insights
2023
 Plan your brand investment leading up to, during

30%
and post-Ramadan Shopping Moments:

Lead Up Phase: 30 Days of Ramadan:

30% of survey respondents in KSA and UAE are Shopping Moments event goes live for millions of of survey respondents in KSA and UAE
most likely to start preparing for Ramadan shoppers eager to shop in the month of Ramadan. are most likely to start preparing for
shopping 30 days before and on average 27.5% Ramadan shopping 30 days before
start preparing 14 days before.** More traffic on
Increase in searches Amazon throughout
occur during the Ramadan Period vs
month of Ramadan* 60 Days before*
Shoppers started to engage with Amazon 2-weeks
prior the start of Ramadan in 2022.* KSA x 1.93 x 1.40
UAE x 1.56 x 1.46
86% of survey respondents in the KSA and 88% in
UAE found Amazon Ads helpful in brands More than 84% of shoppers in KSA and UAE
discovery in the lead-up to Ramadan 2022.** gathered products’ information on Amazon before
making a purchase, either on or off Amazon.
More than 70% of survey respondents are very Additionally, more than 90% browsed or gathered
likely to discover new brands and look for information on Amazon regardless of whether they
inspiration on Amazon in the lead-up to Ramadan purchased or not.**
in the UAE and KSA.**
Potential shoppers are planning to buy Grocery
In KSA, the following categories saw a high (65-70%), Consumer Packaged Goods (48-51%)
increase in ad-attributed searches during the lead- and Fashion Items (44-48%) on Amazon during
up period are Beauty (+147%), Health & personal Ramadan. Shoppers also plan to use food delivery
care (+124%) and Fashion (+116%). In the UAE services and stream majority of their consumption
the following categories saw a high increase in ad- online (over 50%).**
attributed searches during the lead-up period are
Video Games (+103%), Grocery (+84%) and When it comes to the services considered by our
Shoes (+68%).* respondents, 48% in KSA and 56% in UAE are more
likely to enroll in a new credit, debit or prepaid card
solution.**

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 Plan your brand investment leading up to, during and post-
Ramadan Shopping Moments:

30 Days of Ramadan: Lead-Out Phase:

An increased number of shoppers made their next Shopper engagement continues with existing and new-
purchase during the 30 days of Ramadan in the Home to-brand audiences during the week of
Entertainment (9.41x), Home & Kitchen (9x) and Sports Eid Al Fitr.
(8.47x) in KSA. In the UAE, Home Entertainment (17.1x),
Furniture (12.46x) and Personal Care (12.07x) During Eid Al Fitr, shoppers had a higher consideration
categories witnessed the highest increase in shoppers.* in the UAE for Watches (73%), Jewelry (56%), Home
Improvement products (46%) and Shoes (44%).
Shopping habits data determine that Amazon audiences Shoppers in KSA had a higher consideration in the
are very likely to consider deals and purchase products Beauty (36%), Shoes (35%) and Video games (32%)
they discovered in the lead up period on Amazon. 90% department.*
of respondents from KSA and 85% from UAE will be
motivated by price drops and deals during Ramadan.** Shoppers are very likely to buy out of stock products
and make a purchase on Amazon after seeing an ad
Engaging with streaming services during Ramadan during Eid. On average, more than 60% of survey
ranked high, gathering 59% (KSA) and 63% (UAE) respondents mentioned that they would:*
respondent votes.**

Amazon users during Ramadan spend 2.2x more time UAE KSA
consuming content on Prime Video, with Comedy (3.8x) Make a purchase from
and Reality Shows (3.4x) being the top two genres.* an ad seen on Amazon* 72% 68%
Rely on ads to remind them
Top 5 categories considered for new purchase by survey to re-purchase products* 62% 64%
respondents during Ramadan included: Fragrances,
Re-purchase products on
healthcare, hair and skincare, and devices (smartphones Amazon event if it’s not on deal* 60% 61%
and tablets).**

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 Amazon Shoppers during Ramadan
Who are Amazon Shoppers?
Amazon Shoppers demographics in UAE & KSA*: How do Amazon Shoppers Insight into Amazon Shoppers
discover brands?* purchase behavior:*
Gender Age Groups Relationship Status
% of consumers who are largest % of consumers are 84.7% of Amazon users typically find out about 62.4% Online VS 37.6% Instore
male or female in the following age groups
new brands and products through Paid Media.
57.3% Familiarity (would pay more for a brand
UAE 73.5% Male 37.1% are 25 to 34 66.1% of consumers are married, of which Top 3 channels for new brands product discovery:
they know) VS 42.7% Price (spend money on a
26.5% Female 31% are 35 to 44 45.4% are living with their children new product)
38.1% search engines

KSA 59.1% Male 28.2% are 25 to 34 67.8% of consumers are married, of which 32.4% online retail websites
68.9% Would wait for a product to go on sale
40.9% Female 30.3% are 35 to 44 54.7% are living with their children 29.7% word of mouth from family and friends
VS 31.1% that would pay full price
*GWI Data from Q1 and Q2 2022

What motivates Peeking into Amazon Shoppers What makes Amazon Shoppers
Amazon Shoppers?* lifestyle and attitude:* an advocate of your brand?*
The following top 3 indicators best describe The following ranked as top 5 values that When it comes to brand qualities, Amazon When it comes to brand actions, Amazon Shoppers
Amazon shoppers: Amazon shoppers say are important to them: Shoppers are looking for the following: are looking for the following during Ramadan:

57.1% Spend time looking for the best deals 69.9% Spending time with my family 65.6% Reliability 52.8% Listening to customer feedback
50% Use discount codes or coupons 68.9% Having a positive attitude 60.9% Authenticity 45.9% Being eco-friendly
47.6% Use loyalty program and rewards 68.2% Being financially secure 60.4% Smart 42.3% Helping organize / simplify life
35.7% Trust what online reviews say about 64.2% Learning new skills 51.9% Innovation 38.7% Making you feel valued
products / services 56.6% Being successful

When shopping online, the following features would Amazon shoppers also showcased their interest in
most increase Amazon Shoppers likelihood of buying other cultures and countries, with more than 50%
a product: saying they would like to explore the world and know
Free Delivery (56.1%) , Coupons and discounts what’s going on in the world. Travel is an important
(41.8%) , Next-day delivery (38.2%) and Ability to pay aspect for Amazon Shoppers, gathering high interest
with cash on delivery (37.8%) towards the end of Ramadan - leading into Eid Al Fitr.

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