The Ramazan shopping shift

Express Tribune

16-03-2025

As the holy month of Ramazan arrives and progresses, the energy of the people begins to wane. Fasting from dawn till dusk, the thought of venturing out into crowded markets to shop for essentials and Eid preparations can be daunting. The sweltering heat, the throngs of people, and the exhaustion of fasting – it's a combination that can leave even the most enthusiastic shoppers feeling drained.
As the days go by, the usual excitement and fervor of Ramazan shopping give way to fatigue and frustration. Narrow streets and bustling bazaars, once filled with the joyful sounds of chatter and laughter, become overwhelming and exhausting. The prospect of haggling over prices, searching for parking, and navigating through crowded alleys loses its appeal.
So, what's the alternative? For many, the solution lies in the palm of their hand – or rather, in their mobile phone or computer. With just a few taps or clicks, they can browse through virtual aisles, shop for groceries, lifestyle products, electronics, gifts, and more, all from the comfort of their own homes. No need to worry about the heat, the crowds, or the exhaustion – online shopping becomes the savior of the season.
But what does this shift in behaviour reveal about the changing patterns of consumer spending during Ramazan? Are there other factors at play that influence how people shop during this sacred month? And how are businesses adapting to these changes to stay ahead of the curve? As we delve into the world of Ramazan shopping, it becomes clear that this is no ordinary month – and that the ways in which people shop are changing in profound ways.
Shopping for spirit
Ramazan is a month of spiritual reflection, fasting, and family gatherings, but it also brings significant shifts in consumer behaviour. As households prepare for the holy month and the upcoming Eid festivities, their shopping patterns undergo a notable transformation.
According to Moiz Siddiqui, Director Commercial at Daraz Pakistan, " Our platform sees a significant shift in shopping behaviours and we adapt our strategies to cater to these evolving needs." This shift is particularly pronounced in the days leading up to Ramazan, as households focus on stocking up on essential groceries.
"Households focus on stocking up on essential groceries—cooking oils, grains, lentils, and dates—critical staples for suhoor and iftar meals," Moiz explains. This phase marks a peak for the Fast-Moving Consumer Goods (FMCG) sector, with consumers seeking to purchase groceries in bulk.
Now many individuals and families in Pakistan not only focus on their own spiritual growth and self-reflection but also seek ways to give back to their communities. With the spirit of generosity and kindness that defines this blessed month, many people strive to extend their support to those in need. In response to this demand, e-commerce offer special ration packs and bundled deals, making bulk buying more accessible while encouraging community giving.
"Consumers are not just buying for themselves; they're also looking for ways to contribute to their communities. Our Ramazan bundles are designed to serve both purposes—offering convenience and promoting the spirit of giving," shared Moiz.
The pre-Ramazan phase is not just about staples, however. Inspired by social media trends and the desire to experiment with new recipes, many shoppers seek unique ingredients, even in non-metro areas where diverse options might be limited. Moiz highlights the role of e-commerce platforms in bridging this gap and giving the people in remote areas to buy latest trending items. "We aim to bridge this gap by offering an extensive range of products with reliable delivery services; while also ensuring that even those in remote regions can access quality goods."
As Ramazan progresses, consumer focus shifts from grocery stocking to lifestyle and home purchases in preparation for Eid. Electronics see a noticeable change in sales patterns, with air conditioners and refrigerators spiking in demand before Ramazan. This trend is linked to the summer heat and visits from family members abroad for the month.
Moiz further shared that television and audio products remain consistently popular during Ramazan, as families gather for religious programming and communal entertainment. Products like tablets also help people with religious activities such as reading the Quran or listening to tilawat. To cater this demand, online platforms strategically offers deals on electronics, catering to families seeking affordable options to enhance their Ramazan evenings.
The shift in buying patterns is not limited to electronics. As Moiz informed, "This period also marks the beginning of the shift towards fashion and gifting. While mobile accessories dominate pre-Ramazan sales, they gradually give way to women's fashion, home decor, and gift items. Our platform notes an increase in sales for its fashion category from the start of Ramazan leading all the way up to Eid.'
As the holy month unfolds, businesses must adapt to these changing patterns to stay ahead of the curve. By understanding the evolving needs of consumers, e-commerce platforms like Daraz Pakistan can offer tailored solutions, enhancing the overall shopping experience and capitalising on the unique opportunities presented by Ramazan.
As the working and school times change during Ramazan, this also had a significant impact on the buying pattern. Moiz explains saying that, Ramazan's unique daily rhythm significantly influences shopping habits. 'Similar to general shopping trends, our platform during daylight hours, when people are fasting and focused on work or business commitments, tends to show slower activity. As the day winds down and Iftar approaches, there's a notable shift—while many head to physical markets in the evening, the post-Iftar hours also see a surge in online shopping. With limited hours for personal errands during the day and the physical toll of fasting, many consumers prefer the convenience of browsing and purchasing from the comfort of their homes after breaking their fast,' he explained
'Post-Iftar and post-Taraweeh are our busiest times. Shoppers are more active in the evenings, browsing and buying from the comfort of their homes, avoiding crowded markets,' shared Moiz. This shift is particularly beneficial for e-commerce platforms.
In the last 15 days of Ramazan, shopping intensifies as consumers focus on Eid preparations, leading to a spike in fashion, beauty, and home décor sales. Clothing sees the highest demand, with shoppers seeking both traditional and modern Eid outfits, while footwear, jewellery, and beauty products also experience significant growth.
'Eid is one of the most celebrated occasions in Pakistan, and consumers invest time and money in finding the perfect outfits and gifts. We've curated special Eid collections and offered exclusive deals to make festive shopping easier for our users,' noted Moiz.
Home decor also gains prominence in the final stretch of Ramazan. Families invest in festive tableware, decorative lights, and home essentials to create a welcoming environment for Eid celebrations. Religious items such as prayer mats and Islamic books remain in demand, reflecting the month's spiritual core.
'Ramazan is a dynamic shopping period. Understanding the evolving needs of consumers, which we have learnt over the years through studying our data closely, allows us to tailor our offerings and create a seamless shopping experience,' the Daraz Pakistan spokesperson emphasized.
Moiz stressed how throughout Ramazan, a clear shift towards digital platforms emerges. Consumers increasingly prefer shopping online, valuing the flexibility, convenience, and exclusive deals offered by e-commerce platforms. The ability to shop at any hour, avoid crowded markets, and access a wide range of products makes digital shopping particularly attractive during the holy month.
Market moves
Pakistan is home to a thriving ecosystem of small and medium-sized businesses (SMBs), operating across various industries and sectors. From traditional clothing brands and handicraft manufacturers to modern e-commerce platforms and food delivery services, SMBs play a vital role in driving economic growth and innovation in the country.
During Ramazan, these SMBs adapt their strategies to cater to the changing needs of their customers. For instance, clothing brands launch special Ramazan collections, while food delivery services offer exclusive discounts and promotions. Handicraft manufacturers, on the other hand, focus on creating unique and traditional products that resonate with the spirit of the holy month.
"Ramazan is a time of spiritual reflection, but it's also a time of great celebration and joy," shares Ahmed Raza an owner of an emerging clothing brand. "Our customers are looking for outfits that are not only comfortable and practical for fasting and prayer, but also stylish and festive for Eid celebrations."
To meet this demand, Raza launched a special Ramazan collection, featuring intricate embroidery, elegant designs, and comfortable fabrics. The collection is showcased on the brand's social media platforms, including Instagram and TikTok, where Raza and his team share behind-the-scenes content, sneak peeks, and exclusive promotions.
"We've seen a significant increase in engagement and sales during Ramazan," Raza notes. "The short-form video format allows us to showcase our products in a creative and compelling way, and its massive user base gives us access to a huge and targeted audience."
In addition to launching a special Ramazan collection, the brand partners with popular influencers and bloggers in the Pakistani fashion scene to showcase its products and reach new customers. "Collaborating with influencers and bloggers has been a game-changer for us during Ramazan," Raza says. "It allows us to tap into their existing audience and showcase our products in a authentic and relatable way."
But in today's age of social media the businesses must adapt to the changing patterns to stay ahead of the curve. But what role do social media platforms play in this shift? How are small and medium-sized businesses leveraging platforms to reach their customers and drive sales during Ramazan?
The role of digital platforms
Every year, as Ramazan approaches, the digital world undergoes a transformation. People turn to social media not just for entertainment, but for connection, discovery, and shopping. In Pakistan, digital platforms like TikTok, Instagram, and Facebook have become the primary touchpoints for millions, rapidly evolving the way people engage with brands and businesses.
Pakistani businesses, especially SMBs, are leveraging short-form video content to drive brand awareness and engagement, using social media platforms as virtual storefronts that redirect customers to dedicated e-commerce sites.
As Pakistani SMBs adapt to the evolving digital landscape, they're leveraging social media platforms to drive sales and engagement. This has helped them reach new audiences and drive sales.
Raza attributes a significant increase in sales during Ramazan to their digital presence. "We've seen a substantial surge in sales during Ramazan, and it's all thanks to our social media strategy. By leveraging platforms like TikTok and Instagram, we've been able to reach a wider audience and drive engagement."
Raza highlights the importance of short-form video content in driving sales. "The short-form video format has been a game-changer for us. We've been able to showcase our products in a creative and compelling way, and the results have been phenomenal. Our sales have increased by over 30% during Ramazan, and we're confident that our digital strategy has played a significant role in this growth."
Moreover, social proof has become one of the strongest drivers of digital commerce. According to a study Global Trust in Advertising Survey by Nielsen, 85% of Pakistani consumers trust recommendations from friends and family, while 62% trust online reviews from other consumers. This highlights the importance of social proof in driving purchasing decisions, with Pakistani consumers more likely to buy a product after seeing it recommended by a trusted creator rather than through direct advertising. Facebook groups dedicated to shopping, review-based Instagram pages, and social media creators testing and recommending products have significantly shaped consumer habits.
While Pakistan's social commerce ecosystem is evolving differently, the increasing reliance on influencer marketing points to a future where SMBs will continue innovating within platform limitations. With Pakistan being among the largest markets for social media platforms, it may only be a matter of time before these platforms further transform how SMBs sell and how consumers shop. Until then, Pakistani entrepreneurs are proving that social media-driven commerce doesn't necessarily need in-app purchases—just an audience willing to engage, trust, and buy.
For businesses—both large and small—this transformation presents an opportunity to innovate, adapt, and build stronger connections with their audiences. As digital-first shopping becomes the new norm, the lessons learned during Ramazan will likely influence consumer habits well beyond the holy month, shaping the future of retail in Pakistan.