Data from Google found that UK consumers turned to the web for Ramadan recipes (up 125%), on the lookout for ‘inspirational brands’ to make cultural moments special. Search interest in Ramadan gifts and hampers jumped 271% compared to last year.
Kevin Mathers, managing director for Retail at Google, said the new search trends showed how Brits were engaging with this special period and how businesses can make the most of it.
Influential
“Ramadan, which represents a time of giving and gratitude, heavily influences the way 3.8 million British Muslims search and spend,” Mathers explained. “Unsurprisingly, consumers are more conscious of costs – retailers who are conscious of this are more likely to be successful in engaging with their audience.
“As the lifting of COVID restrictions continues to bring more families together, it’s no surprise that Ramadan this year - synonymous with giving and sharing food - has seen a 125% increase in search interests for Ramadan recipes.
“Not only does this demonstrate a spending habit – it’s also another example of an inspiration-seeking search term. Demonstrating that UK consumers are looking for inspirational brands to make cultural moments like Ramadan special.”
Ramadan questions
Searches for Ramadan weren’t limited to the UK’s Muslim population – Google reported a 250% increase in questions such as how long the holiday lasts and how to say ‘happy Ramadan’.
“This is a really positive finding which suggests more non-Muslims are curious about Ramadan and its meaning,” Mathers added. “This signals a need for more inclusive advertising campaigns and, in turn, promoting a more diverse range of products associated with this retail peak.
“Brands that fail to factor in all cultural moments are missing a huge opportunity. Now is the time to reflect multicultural Britain in retail strategies to ensure that opportunities to strengthen and strike up new customer relationships aren’t missed.”
