Ramadan 2023 to bring ample opportunity for UAE brands across sectors

Ramadan 2023 to bring ample opportunity for UAE brands across sectors

Jochen Bischoff - Head Of Consumer Business Partnerships MENA – Global Business Solutions at TikTok

Brands need to overcome the paradox of belonging, finding the sweet spot where they maintain their true essence while anchoring themselves in the relevance of Ramadan

Published: Tue 7 Mar 2023, 10:12 AM

Ramadan is a major calendar moment for millions across the globe who come together as a community during the holy month. For businesses, it's an opportunity to build powerful connections and drive sales. Last year, RedSeer projected that online spending during the month of Ramadan would reach $6.2 billion among consumers in MENA. And with consumer spending expected to remain strong in the UAE despite rising prices, according to research by Kearney, Ramadan in 2023 will once again be a key occasion for brands.

It comes as no surprise that over a third of yearly marketing budgets are used to advertise during the holy month. Whether you're a dairy brand, a bank, or a sports retailer, every brand wants to belong during Ramadan, to join this moment of togetherness and remain at the heart of the conversation, rather than disrupting it.

However, with budgets being challenged due to global economic uncertainty, this calls for brands to position