Omolabake Fasogbon
As Ramadan, Muslims’ holy month of prayer and fasting worldwide approaches, its impact is expected to be felt not only on spiritual life but also on businesses.
Indeed, this period is usually considered a downtime season for players in the entertainment and lifestyle sector, fitness centers, corporate cafeterias and daytime eateries, amongst others.
At the same time, it could mean a once-in-a-lifetime wealth opportunity for strategic players responding to seasons and times. While some businesses may not respond in the holy month, providers of even the most needed services or commodities require some levels of creativity and tactics to break even, given the lowness that characterises this time.
Once commenting on recent research by Meta on Nigerian shoppers’ behaviour during Ramadan, the company’s Regional Director for Sub-Saharan Africa, Enitan Denloye, highlighted economic prospect of the season, noting that it is a period businesses could meaningfully connect with consumers and unlock new pathway for discovery.
She identified however that business owners would need to play smart and innovatively to experience financial windfall at this time.
“It is important to understand the behaviour and attitudes of shoppers, doing this, businesses can leverage the shift in mindsets and effectively reach their vast and diverse communities, “ she stated.
Similarly, Harding Loevner’s Frontier Emerging Markets Analyst, Babatunde Ojo, advised that investors or entrepreneurs have a thorough understanding of Ramadan’s nuances before committing their resources, adding that the season is characterised by various effects that vary from year to year.
“Ramadan can have a particularly detrimental effect on sales when it coincides with a seasonal product’s peak period.
“For instance, beer sales typically plummet as daytime consumption is halted where bars and restaurant close shops, and nightly consumption declines as well due to the month’s encouragement of personal purity and piety. Many would-be drinkers heed Islam’s ordinance against alcohol consumption, at least temporarily,” he pointed out.
For some of the ventures that boom this season, including Eid Hamper, Muslim Clothing, fruits and quick food for breaking fast, amongst others, below are some specific sales gimmicks to help entrepreneurs make the most of the season and smile to the bank.
Understand What People Buy During Ramadan
During Ramadan, shopping habits shift. People focus on food and beverages for Iftar (breaking the fast) and Suhoor (pre-dawn meal), as well as gifts, clothing, and donations to charity. Think about how your product or service fits into these needs.
Choose the Right Customers for your Business
Once you have decided what you are to sell, figure out exactly who you are selling to. This is a crucial step to ensure sales go smoothly and make the most of the season. Think carefully about who your ideal customer is.
Time Your Sales Right
Picking the right time to sell is another key to success. For example, if you are selling takjil (food for breaking the fast), the best time to sell is right before sunset. Trying to sell it at dawn or during the day probably will not be as profitable, as people are not yet thinking about breaking their fast.
Create an Emotional Connection
Ramadan is deeply personal and spiritual. Connect with your audience by emphasizing family, gratitude, and togetherness. Use storytelling in your marketing to show how your product enhances their experience.
Offer Ramadan-Themed Products and Services
Consider launching limited-time products or bundles that cater to the season, such as special food packages, Ramadan planners, prayer mats, or modest fashion collections.
Consider Selling Online and Offline
To boost business, consider selling both online and offline. This dual approach can increase offerings’ visibility, reach more customers, and ultimately drive sales.
In today’s digital age, online marketplaces offer unparalleled convenience, with benefits like wide product selection and competitive pricing, amongst others. Use social media, email marketing, and targeted ads to highlight special promotions and engage with your audience.By selling online and offline, you can cater to different customer preferences and stay ahead of the competition.”
Prioritise Fast and Friendly Customer Service
With busy schedules and fasting, customers appreciate quick and efficient service. Ensure your team is prepared to handle inquiries and orders smoothly, especially around peak shopping hours.
Be Mindful of Cultural, Religion Sensitivities
Since Ramadan is a sacred time, avoid marketing that feels overly commercial or insensitive. Keep your messaging thoughtful, avoid scheduling food-related ads during fasting hours, and acknowledge the significance of the season in a genuine way.
Offer Discounts and Special Deals
Generosity is a key theme of Ramadan, making it the perfect time to introduce special promotions, bundle deals, and discounts that encourage customers to buy. You could also donate a portion of sales to charity to build goodwill.
Prepare for the Eid-Al-Fitr Shopping Rush
The final days of Ramadan see a surge in shopping as people prepare for Eid celebrations. Ensure you have enough stock and staff to handle the increased demand smoothly.
