Ramadan period sees spike in travel, food, charity and retail, says Exponential Interactive

Travel, food, charity and retail sees spike during Ramadan

The Ramadan period before Eid sees a spike in interest in the travel, food, charity and retail categories, according to Exponential Interactive.

This reflects another study released by Criteo about what online shoppers were looking for during Ramadan.

Exponential Interactive looked into the online behaviour of people across the world, including Malaysia and Indonesia, to identify trend and insights during the period.

The travel category sees a spike in interest due to many planning to head home to be with family or loved ones at the end of Eid. Routes from Southeast Asia to Karachi, Pakistan were amongst the most popular according to Exponential Interactive. This reflects the high demand for travel in locations where Ramadan is widely observed.

“Understanding consumer travel patterns and the destinations of interest present travel brands a massive opportunity as they will be able to better streamline the segments to target, and their messaging across devices and channels,” said Exponential Interactive.

Food saw a spike in interest as well, in particular breakfast, desserts and recipes. Exponential’s qualitative data also indicate that volume-based promotions are the most sought as the majority of consumers prefer ‘buy one get one free’ sales.

“Brands can seize this opportunity by bundling their items, for example, to maximise sales,” said Exponential.

As Eid is centred on helping the poor or elderly, there is also a spike in interest in charity.

“In light of this, brands with a social cause can engage in cause marketing and look to raise awareness for important causes,” said Exponential.

Retail also experiences a spike, as it is custom to wear new clothes and exchange gifts on Eid. The home improvement and jewellery categories see a spike in particular during this period.

“Knowing this, retail brands can redefine their relationship with consumers by understanding which categories are the highest lifting verticals, before rolling out promotions or marketing campaigns during the Ramadan period,” said Exponential.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.