1. During Ramadan 2021, consumers have shopped heavily across retail categories. Almost 70% of the consumers bought Fashion and BPC products

Over the years, we have seen the top performing categories in Ramadan are Fashion and Beauty & Personal Care and this year’s Ramadan was no different. At the same time, other retail categories such as Home, Electronics and Personal accessories categories have also performed well with women shoppers at the forefront.

2. Electronics and Gaming were highly dominated by online channel whereas Kitchen & Dining and Jewelry by offline channel

High online penetrated categories such as electronics and gaming have performed well on online channels owing to the large product variety and high discounts available compared to offline. Whereas Fashion and Beauty & Personal have done well on both the channels on account of consumers, specifically women, preferring to go out for shopping, as well as the availability of many online fashion specialist players.

3. In UAE, consumers have bought more compared to the excitement that they showed for the categories before Ramadan

Consumers have showed equal excitement and participation in shopping for Fashion, Beauty & Personal Care and Kitchen & Dining items. In Electronics and Gaming, participation was high compared to the excitement. Overall, participation was high by more than 20% compared to excitement in this Ramadan.


  • Sandeep is the Partner of Redseer Strategy Consultants looking at the Middle East and Africa. He has 13+ years of experience in consulting and technology.