Ramadan campaign guide: e-commerce and advertising calendar
Ramadan is a period when shopping and media habits change in many markets, from Turkey to the Gulf. Following the Hijri calendar, it starts about eleven days earlier each year; in 2027 it is expected to begin in the first half of February, with the exact date set by the sighting of the crescent moon. This guide helps you plan your campaign step by step up to Eid.
- 01
Set up the calendar early
The weeks before Ramadan are the preparation period: campaign products, stock, visuals and ad audiences should be prepared then. The start of Ramadan, its last ten days and the days before Eid create different needs in most markets; plan a separate message and offer for each period.
- 02
Planning by time of day
Daily routines change on fasting days; in many markets, shopping and content consumption concentrate after iftar and late into the night. Adjust ad scheduling, e-mail and notification send times and customer service shifts to this rhythm, based on your own data.
- 03
Message and creative
Themes such as sharing, family, hospitality and helping one another come to the fore in Ramadan communication; exaggerated messages that conflict with the meaning of the month can backfire. Prepare creatives separately for each market's language and culture: campaign language and visual preferences in Turkey and Saudi Arabia are not the same.
- 04
Shipping and stock before Eid
Eid gift orders concentrate in the final days; find out your shipping companies' last pick-up dates before Eid and announce them clearly on your site. Take into account that deliveries stop on public holidays, and plan stock for the peak before Eid.
- 05
Payments and campaign rules
Expectations for methods such as instalments, cash on delivery or buy now, pay later vary by market; offer those common in your target country. Follow each country's pricing rules in discount announcements: Turkey has a pre-discount price rule, and some countries such as Saudi Arabia may have local requirements such as a separate permit for sales campaigns.
- 06
Ad budget and measurement
Advertising competition may increase and costs may rise during Ramadan; split the budget by period and shift it based on the first days' data. Test that conversion tracking works before the campaign, and compare results not with the previous month but with last year's Ramadan period.
- 07
After Eid
Demand drops quickly after Eid; close the campaign on time and answer return and delivery questions quickly. Keeping the customers won in this period through a thank-you message and regular communication towards their next purchase determines the campaign's lasting value.
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