Shopping turns intentional in Ramadan as majority of UAE consumers prioritise family needs  – survey

AMEINAH ALZEYOUDI (ABU DHABI)

UAE residents become more intentional with their shopping habits during the holy month of Ramadan, with 65% prioritising family needs and traditions in their spending decisions, a new study has found.

"Ramadan shifts shopping away from impulse and toward planning, familiar choices, and value-driven decisions," according to the 2026 Ramadan Consumption Report released by Ipsos and ArabyAds.

It found that during the holy month, shopping becomes deliberate and planned, with half of UAE respondents (49%) saying they stick to their lists and traditional items. Thirty-two percent focus more on value, discounts, and bulk buying. Notably, only 5% make more impulsive purchases during the season.

When it comes to purchasing decisions, the findings show that UAE residents are less likely to be swayed by advertising. Instead, shopping is guided by a "deeper compass" - family, tradition and tangible value.

More than three in five said meeting family requirements and maintaining traditions are the main reasons they shop during Ramadan. Sales and deals are also important, with 49% saying these special promos are a key consideration.

Experts stress, however, that price reductions alone are insufficient as consumers increasingly look for significant value that improves family experiences, whether by organising Iftar parties, cooking meals quickly, or choosing considerate Eid presents.

The survey then highlighted how influencers' roles in the UAE market are changing. "When people see influencer content during Ramadan, they are more likely to search, save, or share than buy on the spot," the report said.

Seven in 10 UAE consumers engage with influencer content during the holy month, it added.

However, these impressions don't immediately translate into transactions. Just 13% of respondents said they use an influencer's voucher or link to make a direct purchase. The same portion share the post with friends or family, 12% save it for later, and 22% look for it on e-commerce websites or apps.

Influencer recommendations are highly considered when consumers shop for Ramadan essentials, such as personal care products for 58% of respondents; Eid clothes and accessories, 46%; gifts and Eidiya, 46%;  kitchen appliances, 37%; and décor, 35%.