Ramadan 2026 is coming up, and brands in the Middle East prepare for it well in advance. With the holy month expected to start around February 17–18, January offers a valuable window to meaningfully connect with audiences before the season reaches its peak. During this time, daily life changes completely: daylight hours are quiet and focused on fasting and reflection, while the evenings after iftar bring families together and see a natural rise in social and online activity.
For marketers, respecting this day-to-night shift is essential. As browsing and shopping behaviors naturally move to the evening and late-night hours, brands should adapt their schedules to align with these cultural moments. By using a thoughtful, full-funnel strategy brands can engage communities effectively and turn seasonal interest into results.
What makes Ramadan unique for marketers
Consumer habits during Ramadan are different from typical seasonal peaks:
- Most shoppers in the UAE and Saudi Arabia spend more on food, dining, and essential goods. (YouGov)
- Media consumption, particularly video and mobile, rises sharply in the evenings and late nights as users engage post-iftar. (Byyd)
- Ecommerce, food delivery, and entertainment traffic peak after sunset, when consumers are most active and receptive to offers. (Adjust)
These patterns make Ramadan one of the biggest demand moments of the year, covering categories like FMCG, fashion, beauty, electronics, and entertainment.
What the demand curve looks like
Ramadan demand builds progressively:
- Awareness begins weeks before Ramadan — shoppers start looking for ideas and deals.
- Consideration grows as households plan purchases across key categories.
- Conversion usually peaks during evenings and weekends.
- Loyalty and repeat use grow steadily throughout the holy month.
Capturing all opportunities here requires a connected, full-funnel approach rather than isolated tactics.
How Yango Ads can support your Ramadan ad strategy
Yango Ads Campaigns — Rich Media Banners & gamification
Yango Ads Campaigns offer formats that encourage interaction and exploration. Rich Media Banners and gamified ads — swipe carousels, mini‑games, and quizzes — are particularly effective post-iftar, when browsing time extends.
Interactive ads across websites and apps drive deeper user action, while gamified formats boost memorability and engagement, strengthening mid-funnel performance.
Retail Media
Reaching users across retailer sites and apps — specifically, on search results, category pages, and even checkout screens — is highly effective for actively converting browsers into buyers.
Top-performing categories include FMCG, household essentials, as well as beauty and personal care, especially during evening and weekend windows when post-iftar traffic surges.
Yango SuperApp
The Yango SuperApp provides high‑frequency exposure across rides, food delivery, and local services. This way, brands can maintain relevance throughout the consumer’s daily routine.
This is especially effective for:
- Iftar and suhoor (pre-dawn meal) delivery
- Daily errands and utility-based services
- Evening planning and discovery
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Yango Ads Space — Engagement Campaigns
In late January and early February, campaigns should focus on visibility. Engagement formats help generate quality traffic and introduce seasonal offers before competition and CPMs rise.
Yango Ads Space offers formats with guaranteed viewability, perfect for introducing Ramadan-themed product lines, highlighting seasonal value, and seeding demand before shopping intent fully matures.
To ensure respectful and effective campaigns during Ramadan:
- Avoid food-related ads during daylight hours when most Muslims are fasting. These can feel inappropriate or intrusive.
- Schedule food and dining campaigns around iftar and into the evening when users are preparing meals.
- Use themes that align with the spirit of the month, such as togetherness, gratitude, family, and community.
- Avoid overly indulgent or individualistic messaging, which may feel disconnected from Ramadan values.
Respectful timing and tone help build audience trust and stronger campaign resonance.
It’s all about the sequence
Successful Ramadan campaigns rely on early planning, cultural understanding, and consistent sequencing across the consumer journey. A well‑structured full‑funnel strategy ensures that messaging meets users at the right moment — from awareness to action to retention.
