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Consumers make ‘impulsive’ purchases during Ramadan. Are you one of them?

Do you consider heading to the supermarket an easy task?

Apparently, during Ramadan, people tend to enjoy shopping and taking advantage of Ramadan offers.

In fact, a recent research by YouGov found that 75% of UAE consumers make impulsive purchases during Ramadan.

40% of them believe that the holy month has the best shopping offers and deals.

But on what do UAE residents spend the most money?

READ: Which GCC country is seeing a 200% spike in grocery prices during Ramadan?

Promotions, promotions, promotions

Expats in the UAE are on the look-out for promotions across a broad range of categories, according to Thomson Reuters Zawya.

54% are looking for deals in groceries and fresh produce, 51% in clothes, 39% in mobile phones and 36% in fashion accessories.

The study also suggests that most consumers only consider brands when it comes to big Ramadan purchases such as cars (54%), mobile devices (54%), computers and laptops (50%) and cameras (49%).

However, big names are measured in the household electronics (45%), beauty products (44%), and household appliances (41%).

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Where do UAE consumers like to shop?

Malls for the win

Despite a recent boost in e-commerce, only 9% said they plan to shop purely online during Ramadan, Zawya reported.

Instead, 39% will shop at the mall/in-store, while 38% will shop both online and in-store. Around 14% will shop wherever the best promotions are, with 44% saying they will try a different mall in if it has good offers. Fewer people, 39%, said they will go only to their preferred malls.

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While a lot of shopping is done in-store, many customers gain awareness of sales through online channels, with 42% finding out about promotions via social media ads and 39% via internet ads. Around 30% hear about promotions via emails/SMS from companies and brands.

However, in-store adverts (38%), word-of-mouth (33%), and out-of-home (33%) influencing also influenced the choices of Ramadan shoppers.