Ramadan marketing playbook 2025: digital strategies for Southeast Asia
Analysis of shopping patterns, category performance, successful brand campaigns, and proven marketing tactics based on Criteo report for Ramadan 2025 in SEA
If you're a brand or marketer gearing up for Ramadan 2025, you're about to step into what might be the most exciting digital opportunity we've seen yet. Gone are the days when Ramadan shopping meant just physical store visits – we're witnessing a complete digital makeover of how people shop during the holy month.
Looking at Southeast Asia, we're seeing some fascinating shifts in how people are shopping. A Criteo report highlights that Malaysia is booming with a 21% jump in sales, and Singapore's keeping up nicely with a 7% increase.
But here's the twist – Indonesia, traditionally a powerhouse, has seen sales dip by 11% online. It's a wake-up call for brands to rethink their digital game in this crucial market.
Want to make the most of Ramadan 2025?
We've got you covered. In this guide, based of Criteo's report, we'll walk you through everything you need to know: when people are shopping (trust me, the patterns will surprise you), what they're buying, and how successful brands are winning hearts with their campaigns. Plus, we'll share the metrics that really matter and show you how some of the biggest names in retail are weaving local culture into their success stories.
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Understanding 2025 Ramadan shopping patterns
With consumers spending patterns shifting dramatically during this period, understanding when and how people shop can make the difference between a successful campaign and a missed opportunity.
Peak shopping times
When it comes to Ramadan shopping, timing is everything. Our analysis reveals a fascinating rhythm to how Southeast Asian consumers shop during the holy month, with each country dancing to its own unique beat.
Indonesian shoppers are true night owls, with a remarkable surge in online activity during the pre-dawn hours. Meanwhile, Malaysian consumers prefer to kick off their shopping as the sun rises.
Key shopping windows across the region:
- Indonesia's peak: 3 AM to 5 AM (perfect for that pre-dawn shopping spree)
- Malaysia's golden hour: 6 AM to 7 AM (early birds catch the best deals)
- Quiet times: During Iftar
- Indonesia: 6 PM to 7 PM
- Malaysia: 7 PM to 8 PM
Interestingly, Singapore stands out from its neighbors, showing more consistent shopping patterns throughout the day. This steady flow of transactions suggests that retailers in Singapore might benefit from maintaining consistent promotional activities rather than concentrating on specific time windows.
Consumer behavior
Understanding when and how people shop during Ramadan is like solving a fascinating puzzle. Our data shows that shoppers aren't making impulsive decisions – they're taking their time, typically starting their browsing journey about 20 days before hitting that 'buy' button.
It's a careful dance of research, comparison, and decision-making that smart retailers can tap into with early engagement strategies.
As Ramadan progresses, there's a clear crescendo in shopping activity. The final two weeks of the holy month are particularly exciting, with sales climbing an average of 8% higher than usual.
But the real fireworks happen during double-day events, when transaction numbers shoot through the roof. These special shopping dates have become mini-festivals in their own right, creating golden opportunities for brands to connect with eager buyers.
Top categories driving sales
The fashion landscape during Ramadan 2025 is experiencing a remarkable transformation, with both traditional and luxury segments seeing impressive growth. Traditional categories are leading the charge:
Key fashion growth numbers:
- Pants sales in Indonesia: 96% surge
- Dress purchases in Malaysia: 41% increase
- Strong demand for religious veils and ceremonial wear
When it comes to food and beverages, families are stocking up for their Iftar gatherings with impressive enthusiasm:
- Soda: 76% surge
- Cookies: 66% increase
- Butter and margarine: 49% growth
The home and lifestyle sector tells an interesting story about how families prepare for the holy month. While home and garden products have seen a modest but steady 7% growth, the real story is in the details.
Families are investing in creating the perfect Eid atmosphere, picking up everything from tablecloths to air conditioners for their gatherings. And they're thinking beyond the home too – travel bookings have jumped 29% as people plan their post-Ramadan celebrations, showing that this festival's influence extends well beyond the dining room.
Ramadan campaigns this 2025
The most successful Ramadan campaigns of 2025 share one powerful common thread: authentic cultural storytelling. Leading luxury brands are moving beyond surface-level Ramadan references, instead weaving deep cultural connections into their campaign narratives.
Take Jean Paul Gaultier's approach – their fragrance campaign dives deep into Saudi heritage by showcasing local talents and bringing traditional games to life. The result is a campaign that resonates on a personal level with the Saudi audience while introducing these rich cultural traditions to a global stage.
Loewe has taken a similarly authentic path, but through the lens of regional filmmaking. By partnering with Lebanese-Sudanese filmmaker Dana Boulos, they've created a campaign that speaks with a genuine Middle Eastern voice.
Meanwhile, Louis Vuitton has found its own way to honor regional aesthetics, crafting a visual story through a sophisticated palette of deep blue, copper, and gold – colors that echo the rich artistic heritage of the region.
The Ramadan 2025 shopping season represents a significant opportunity for brands who can effectively blend digital innovation with cultural sensitivity.
With 1 in 2 users planning to increase their Ramadan spending compared to last year, the key to success lies in creating value through well-timed, culturally relevant content that resonates with the audience's Ramadan journey.
Remember: Early planning, platform-specific strategies, and authentic cultural integration will be crucial for capturing the Ramadan 2025 market opportunity.
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