More than three quarters (76 per cent) of people in the UAE are “Ramadan shoppers” – those who make either planned or impulsive purchases during the month, said YouGov, a leading global market research firm in a new report.

This is a higher proportion that the average for consumers in other GCC member states, it added.

Approaching three in five (58 per cent) stated that they already have certain purchases in mind that they want to make this Ramadan, while two in five (40 per cent) consumers said that Ramadan has the best offers and is the best period for them to make all their purchases, the new research revealed.

YouGov’s research finds that while consumers are on the look-out for promotions across a broad range of categories, many are focusing in on offers in certain specific areas. Over half are looking for deals in groceries and fresh produce (54 per cent) and clothes (51 per cent), while well over a third are keen to find mobile phone (39 per cent) and fashion accessory (36 per cent) bargains.

The study suggests that brands only really matter when it comes to big ticket Ramadan purchases. Around half pick look for specific brand offers for cars (54 per cent), mobile devices (54 per cent), computers and laptops (50 per cent), cameras (49 per cent), while over four in ten seek out offers from big names in the household electronic (45 per cent), beauty product (44 per cent), and household appliance (41 per cent) spaces.

Despite the growth in e-tailing over recent years, the research shows that few (9 per cent) plan to only shop online during Ramadan. Instead, the majority plan to spend at least some of their shopping time either exclusively at the mall/in store (39 per cent) or a combination of in-store and online (38 per cent). Around one in seven (14 per cent) will shop wherever has the best promotions.

Yet despite this preference for physical stores, consumers may divert from their normal shopping behaviour during Ramadan. Over four in ten (44 per cent) will go to a different mall than usual if it either has good offers across its stores or if it has their preferred brands on sale. Fewer people (39 per cent) state that they will go only to their preferred malls irrespective of the offers/promotions available.

The research shows that although a lot of shopping is done in-store, many customers get to know of offers through electronic channels. Around four in ten find out about promotions via social media ads (42 per cent) and internet ads (39 per cent), while three in ten (30 per cent) hear through promotional emails/SMS from companies and brands. There is still a space for more traditional methods, however, with in-store adverts (38 per cent), word-of-mouth (33 per cent), and out-of-home (33 per cent) influencing the choices of Ramadan shoppers.

Ramadan represents an enormous opportunity – both for retailers and customers. While it is fair to say that, on the whole, consumers want bargains, the key for shops – be they online or actual stores – is important to know what type of deals they are looking for and on what products.

When it comes to Ramadan many people want offers and promotions on things like mobiles, clothes, and groceries, according to YouGov’s data.

Shoppers in the month also favour going to malls instead of going online, it said. – TradeArabia News Service