Fady Ramzy on Customer Behavior in Ramadan: Why We Buy More and Try New Things

Featured on: Sky News Arabia I Format: TV Interview I Date: April 2022 I Topic: Customer behavior and digital buying habits during Ramadan I Language:Arabic I Listen to the original interview: Sky News Arabia interview with Fady Ramzy

 

Ramadan changes more than the rhythm of our days. It can also change how people discover products, interact with brands, and make purchasing decisions.

When I appeared on Sky News Arabia in April 2022 to discuss how buying behavior changes during Ramadan, I looked at the topic from both sides: what happens to customer behavior during the holy month, and how marketers respond to those changes.

What interested me most was not simply that people spend more time online or that certain categories experience higher demand. The real story is how customer behavior becomes more open to exploration, connection, and values during Ramadan.

That creates a very specific environment for marketers.

And it also creates an important question for consumers: if brands understand our customer behavior so well, how can we become more conscious about our own choices?

In the interview, I discussed the three major shifts I see in customer behavior during Ramadan: renewal and exploration, connection and communication, and values and doing good.

These three areas provide a useful way to understand why Ramadan marketing works differently and why brands need to prepare before the month even begins.

What Ramadan Reveals About Customer Behavior

One of the first points I discussed was the increase in time people spend online during Ramadan, particularly on social media.

In the interview, I explained that users in the Middle East and North Africa were spending around 12% more time online during Ramadan compared with the rest of the year.

That matters because increased digital attention creates more opportunities for brands to influence customer behavior.

But attention alone does not explain purchasing decisions.

The categories that become particularly relevant include groceries and food, followed by home décor and decoration. As Eid approaches, clothing and fashion become more prominent, while electronics remain another important category.

For marketers, this means Ramadan is not simply another promotional period. It is a period when customer behavioritself shifts.

The question is therefore not only, “What should we sell?”

The better question is, “What is happening in the customer’s mind?”

That is where the three pillars become useful.

Key Takeaways From My Sky News Arabia Interview

1. Customer behavior becomes more open to renewal and exploration

Ramadan is naturally a period of reflection and renewal.

People reassess their routines. They may want to learn something new, adopt a new habit, improve something in their lives, or participate in charitable activities.

This mindset also influences customer behavior.

In the interview, I referred to research indicating that people can be 2.5 times more likely to buy or try new productsduring this period.

From a marketing perspective, this creates an opportunity for brands to introduce something new.

But there is another side to this.

The same openness that creates an opportunity for marketers can also make consumers more vulnerable to unnecessary purchases.

That is why understanding customer behavior should never be about manipulating customers. It should be about understanding what they need, why they make decisions, and how brands can create relevant value.

2. Customer behavior becomes more social

The second shift is connection and communication.

Ramadan has a strong family and social dimension. People connect with family and friends, and digital platforms become part of that communication.

This changes customer behavior because people are not necessarily looking at brands as isolated products anymore.

They want to feel part of something.

I explained this during the interview through the idea that a successful Ramadan campaign should not simply tell people a message. It should tell them a story they can connect with.

That is why user-generated content can become particularly powerful during Ramadan.

When audiences participate in competitions, campaigns, or social media activities, they are no longer passive recipients of advertising. They become part of the story.

This is also something I have explored through my broader work on storytelling and content. I have written about how effective storytelling starts with understanding a specific audience, its problems, and the value you want to provide. How the Art of Storytelling Works Using Effective Content

The principle is simple: customer behavior should inform the story, rather than the story being created in isolation from the audience.

3. Customer behavior is influenced by values

The third pillar is values and doing good.

Ramadan is strongly associated with generosity, giving, community, and shared values. Naturally, this can influence customer behavior.

Brands that build communities around a cause, a charitable objective, or a meaningful message can create a stronger connection with their audiences.

The brand then becomes more than a product.

It becomes associated with a set of values.

This idea connects with something I discussed in another Sky News Arabia appearance about Apple’s customer loyalty. I explained Apple’s approach through three elements: values, belonging, and integration. Read my analysis of Apple’s customer loyalty strategy

The contexts are different, but the underlying lesson is relevant: customer behavior is not always driven by price or product features. The relationship between people and brands can also be shaped by identity, belonging, and shared values.

A key element is values and goodness. Naturally, Ramadan is the month of goodness, a month where values are emphasized.

Fady Ramzy, Sky News Arabia, April  2022

A Practical Customer Behavior Framework for Ramadan

Based directly on the points I discussed in the interview, I would summarize Ramadan customer behavior through three stages:

1. Renewal and Exploration

Ask:

Is the customer looking for something new?

During Ramadan, people may be more open to trying new products and experiences. For marketers, this creates an opportunity to introduce new offerings.

For consumers, it is a reminder to distinguish between “new” and “necessary.”

2. Connection and Communication

Ask:

How can the customer become part of the story?

Ramadan is a highly social period. Campaigns that encourage participation and user-generated content can benefit from this naturally social customer behavior.

The brand should create an opportunity for people to participate rather than simply talk at them.

3. Values and Doing Good

Ask:

What does the brand stand for beyond its product?

When a brand builds a community around a cause or positive message, it can connect with the values associated with Ramadan.

This is where customer behavior becomes connected to something deeper than a transaction.

The three stages give marketers a simple way to think about customer behavior without reducing people to numbers or conversion rates.

The Other Side: How Consumers Can Resist the Marketing Pressure

During the interview, the conversation eventually turned from marketers to consumers.

And I think this is an important part of the discussion.

If marketers understand customer behavior, consumers also need to understand their own behavior.

My advice was deliberately simple: set priorities.

If you see five products and immediately want to buy all five, stop and decide what actually matters.

Ask yourself about quality.

Ask yourself about price.

Ask yourself whether the purchase genuinely adds value.

Social media moves extremely quickly. As I said during the interview, the social media timeline is very fast, and if we simply let ourselves go, we can easily get swept along.

That is why conscious choice matters.

This connects directly with my broader thinking about systems and processes. I have previously written about why systems can matter more than goals. The lesson is relevant here too: instead of relying entirely on willpower at the moment of purchase, create a simple system that helps you make better decisions. Why Systems Matter More Than Goals

In other words, better customer behavior starts with awareness.

The Marketing Lesson: Prepare Before Ramadan

There is another important lesson I shared in the interview for marketers.

Do not wait until Ramadan starts.

I recommended beginning preparations at least two months before Ramadan.

The first stage is brand awareness. Build familiarity with the brand before the peak purchasing period.

Then, during Ramadan, the focus can move toward conversion and sales.

The second priority is direct engagement and audience participation.

The third is short-form video, particularly formats such as Reels and TikTok, which can help brands communicate quickly in an environment where attention is constantly moving.

This also connects with my approach to content creation. I have written about the importance of having a clear content plan, understanding the target audience, and creating relevant and relatable content rather than producing content simply for the sake of consistency. The Best 5 Tools to Boost Your Content Creation System

The better we understand customer behavior, the more relevant our content becomes.

From Customer Behavior to Strategic Customer Selection

Understanding customer behavior is also connected to a broader question I regularly explore with businesses: Who is actually your customer?

In my framework for strategic customer selection, I argue that businesses should not try to sell to everyone. Instead, they should identify customers with spending power, decision-making authority, and a genuine need for the solution being offered. Boosting Business: The Power of Strategic Customer Selection

That perspective complements what I discussed on Sky News Arabia.

Whether we are talking about Ramadan shoppers or B2B customers, understanding customer behavior helps us make better strategic choices.

The objective is not simply to generate more transactions.

It is to understand the person behind the transaction.

Want to Turn Customer Behavior Into Better Marketing Strategy?

Understanding customer behavior is only the starting point.

The real challenge is turning that understanding into a clear strategy, relevant content, stronger positioning, and measurable business results.

If you are a founder, executive, consultant, or organization looking to strengthen your digital marketing strategy and build a more influential online presence, I can help you develop a structured approach based on your audience, goals, and market.

Work with Fady Ramzy

FAQ

How does customer behavior change during Ramadan?

Based on my Sky News Arabia interview, customer behavior during Ramadan can become more open to renewal and exploration, more socially connected, and more influenced by values and community.

Why is Ramadan important for marketers?

Ramadan can create increased online engagement and purchasing activity. Understanding customer behavior helps marketers identify how audiences are changing and develop more relevant campaigns.

Are consumers more likely to try new products during Ramadan?

In the interview, I referred to research indicating that people are 2.5 times more likely to buy or try new productsduring this period.

How can brands use customer behavior insights during Ramadan?

Brands can focus on the three areas discussed in the interview: renewal and exploration, connection and communication, and values and doing good.

How can consumers avoid impulsive purchases?

Consumers can become more conscious of their customer behavior by setting priorities and evaluating purchases according to factors such as quality, price, and whether the product genuinely adds value.

When should brands start planning Ramadan marketing campaigns?

I recommended beginning preparations at least two months before Ramadan, starting with brand awareness and then moving toward engagement and conversion during the month.

Why does storytelling matter to customer behavior?

Storytelling can help brands move beyond simply delivering a message and instead create a connection that makes audiences feel part of the campaign. This can be particularly relevant when customer behavior is strongly influenced by social connection and community.

What is the biggest lesson from your interview?

My biggest takeaway is that understanding customer behavior should come before deciding what to sell, what to say, or how to advertise. When we understand the audience, we can create more relevant strategies for both the business and the customer.