The COVID-19 pandemic has significantly impacted the way people live, connect, shop, and discover.
This was more evident during Ramadan, a period of introspection and celebration for nearly 2 billion people.
During Ramadan, people want to come together, whether virtually or socially distanced, to share joy with loved ones.
Despite inevitable differences in recent years, we will see the emergence of discoveries and shopping behaviors.
To better understand the behaviors of people who observe Ramadan and who shop for this season, Facebook IQ, Facebook’s insights and research division, in partnership with YouGov, a global public opinion and data company, has unveiled findings of a study conducted during Ramadan 2020, with over 17,000 respondents across eleven countries including Egypt.
Approximately 1,500 interviews were completed with samples representing the adult online population across age, gender, and region in each market.
The research explored a range of areas, including people’s purchasing and media habits, the impact of COVID-19, the role of influencer content, and how communities give back.
The research highlights the booming e-commerce industry is significantly driving the digital economy in Egypt.
Here are six tips for Egyptian businesses and brands to effectively adapt and plan this Ramadan:
1) Discover new ways to support businesses
The theme of giving back is deeply rooted in Ramadan.
People are increasingly giving back with time and money – and this extends to local businesses too.
73% agree that brands should find ways of giving back during Ramadan.
As people personally contribute to their communities, they increasingly expect the same of businesses.
They want brands to express their values, speak authentically and stand up for causes they care about.
The research also shows that 57% of survey respondents in Egypt became more interested in a brand after learning about their business practices.
That is why brands must raise awareness of their support for local businesses and the community during the pandemic clearly and simply.
2) Discover mobile audiences
During Ramadan, people look to technology, especially mobile, to stay up-to-date and connect with family and friends.
They also use mobile to shop and stay entertained.
Because of the COVID-19 pandemic, mobile has become the constant companion driving additional time spent on the small screen.
The research shows that 41% of Egypt survey respondents spend more time using their mobile during the season.
This means that more people are now using mobile across discovery, research, and purchase than in stores.
Knowing this, brands must leverage the rise in mobile entertainment and resources to reach the right audience where they are adapting to how and where they like to discover new things.
3) Discover partnerships
Creators offer a new source of credibility.
Amongst the Ramadan observing and shopping community surveyed in Egypt, less than half agreed that public figures and celebrities influence their purchasing decisions.
They look to public figures for self-improvement content and deals, especially when it comes to discovering and purchasing new products and services.
Therefore, brands must engage with partners and creators to help authentically reach new audiences and explore collaborating with creators who can inspire, generate deals, and announce trends.
4) Discover new demand
Shoppers’ demand to browse and shop safely online is more significant than ever as they spend less time shopping in physical stores.
According to the research, 42% of survey respondents in Egypt spent more time shopping online during the Ramadan and Eid season because of COVID-19.
On average, shoppers in Egypt are 3x more likely to feel safer using mobile to shop than in-store. This year, brands must understand their audience’s needs and safety concerns when shopping online and on mobile, offering cross-border shoppers a frictionless experience throughout the entire purchase journey, both safely and conveniently.
5) Discover new opportunities
Ramadan is one of the most significant shopping moments of the year. Yet, most advertisers switch off spending during this time, based on the misapprehension that most people finish their Ramadan shopping early.
People, however, are continually preparing their homes, meals, and gifts for loved ones and are looking out for the best deals before and during the season.
While 19% of the respondents in Egypt started planning by March last year, about a month before celebrations began, only 17% had completed their shopping when Ramadan began.
The research also indicates that the periods just before Ramadan and Eid are the most significant shopping periods.
Brands must plan to stay relevant and prepared for these shopping peaks, reminding people of what they love by tapping into their preferences.
6) Discover bargain hunters
As the impact of COVID-19 is felt locally, shoppers are increasingly price-sensitive and look to Facebook for deals and inspiration.
61% of the respondents in Egypt look to discover more bargains during Ramadan and Eid.
This price sensitivity applies to essentials like food and beverages and clothing and gift items, making mega sales all the more important during Ramadan,
The research also indicates that 58% of the respondents said they use Facebook platforms for inspiration, analysis, and new shopping ideas in Egypt.
The research is based on “Ramadan: This is the Joy of Discovery,” a consumer research by YouGov commissioned by Facebook IQ.
Discover expert insights and solutions on how best to plan for Ramadan at SHAREDbyFacebook.
You can also take a closer look at the FBIQ Ramadan Interactive Report, explore, compare and filter the findings to inform your Ramadan planning, understand audience expectations and forge more meaningful connections.
Through Facebook’s partnership with Getty Images, brands and marketers can also access the Yalla Ramadan stock image library to adapt their Ramadan campaigns and find visual inspiration.