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| 24 May, 2018

Saudi retailers set for Ramadan boost

Some 66% of Saudi shoppers make either planned or impulsive purchases during Ramadan, according to YouGov poll.

Image used for illustrative purpose. Saudi women shop at the Al-Hayatt mall in Riyadh.

Image used for illustrative purpose. Saudi women shop at the Al-Hayatt mall in Riyadh.

REUTERS/Fahad Shadeed

LONDON - Ramadan is set to provide a lift for Saudi retailers, with a survey showing that more than a third of consumers believe the holy month is the best time to go shopping and find bargains, according to YouGov.

The data identified 66 percent of KSA respondents to be “Ramadan shoppers” those who make either planned or impulsive purchases during the period.

Almost 50 percent were said to have specific purchases in mind.

YouGov’s data also revealed that certain sectors were more popular than others, with slightly over half 51 percent looking at clothing.

Elsewhere, 45 percent were targeting grocery and fresh produce bargains, and 36 percent mobile phones.

The study suggested that brands matter when it comes to big ticket Ramadan purchases. Around half of all respondents were looking at specific brand offerings for mobile devices, cars, computers and laptops.

Retailers throughout the region are coming under increasing pressure as more shoppers migrate to online while economic uncertainty hits consumer spending.

Despite the growth in online retailing over recent years, YouGov’s research shows that relatively few (16 percent) plan to shop exclusively online during Ramadan. Instead, the majority plan to spend at least some of their shopping time in stores and malls.

Many customers learn about offers online, however. Around two in five find out about promotions via social media ads (42 percent) and internet ads (40 percent), while a quarter (24 percent) hear through promotional emails or text messages from companies and brands.

Kerry McLaren, YouGov director, said: “Ramadan represents an enormous opportunity — both for retailers and customers. By understanding the mindset of the Ramadan shopper, retailers and advertisers can reach them more effectively.”

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