Ramadan is one of the most important periods of the year for brands in the UAE, Saudi Arabia and the wider GCC. Daily routines change, people spend more time with family and on their phones in the evening, and the month leads into Eid al-Fitr, a major gifting and shopping occasion. Creator campaigns that respect the month can perform very well; campaigns that ignore it can backfire.
Key dates
Ramadan follows the lunar calendar and moves about 11 days earlier each year. Ramadan 2027 is expected to begin around 8 February 2027, with Eid al-Fitr about 29 or 30 days later. Exact dates depend on moon sighting, so build some flexibility into go-live dates.
How behaviour changes
- Timing shifts. Activity moves later into the evening and night, after iftar.
- Family and community become the centre of daily life: iftar gatherings, suhoor, charity and visiting.
- Shopping builds through the month towards Eid, with gifting, fashion, food and home categories especially active.
Ask creators when their audience is most active during Ramadan; their own insights from previous years are the best guide.
Tone and cultural sensitivity
- Lead with generosity, family, togetherness and reflection rather than hard sales.
- Avoid showing people eating or drinking in public settings during fasting hours.
- Dress codes and settings should be appropriate for the month and the market.
- Be careful with humour and trends that may feel out of place.
- Work with creators who observe or understand Ramadan; they will spot problems a brief can miss.
Content ideas that fit the month
- Iftar and suhoor recipes or venue recommendations
- Gifting guides in the run-up to Eid
- Family and community stories
- Charity and giving initiatives (be genuine, and avoid overstating the brand's role)
- Eid outfits, preparation and celebrations
A planning timeline
| When | What to do |
|---|---|
| 10–12 weeks before | Set objectives and budget; shortlist creators |
| 8 weeks before | Brief and book creators; agree rights and dates |
| 6 weeks before | Ship products; agree concepts |
| 3–4 weeks before | Production; drafts reviewed and approved |
| During Ramadan | Content goes live; monitor and boost top performers |
| Final week to Eid | Gifting and Eid content; push offers |
Book early
Demand for creators rises sharply before Ramadan, especially for food, family, fashion and lifestyle creators. Booking early gives you a wider choice and time for production to finish before the month begins.
To build a shortlist, browse content creators in Dubai or influencers in Riyadh on AFFWORLD, compare packages, and book with escrow-protected payment.