Ramadan started on 22 March and is expected to end around 20 April, but how UK consumers will celebrate Eid will be affected as they continue to feel the pinch of the cost-of-living crisis. As a result of lower discretionary incomes among young consumers, and Eid being impacted by the cost-of-living crisis, retailers must focus on their entry-level pricing and promotional offers to drive spend on the event, says GlobalData, a leading data and analytics company.

GlobalData’s UK Consumer Views report reveals that 11.0% of consumers plan to celebrate Eid this year*, with younger consumers being the most likely to do so. 24.4% of consumers aged 25-34 plan to celebrate Eid, followed by 20.8% of those aged 16-24 who also intend to celebrate. The occasion is still a relatively untapped market for major retailers, but it, and other religious occasions such as Diwali, could provide great opportunities for retailers to boost their revenue and shopper engagement.

Jamel Boughedda, Retail Analyst at GlobalData, comments: “Food & drink is the most popular category consumers usually buy for Eid, with 28.6% of shoppers who plan to celebrate Eid purchasing this sector, whilst gifts and clothing sat in second and third place at 20.4% and 19.9%, respectively.”

The grocers are well-placed to cater to this demand, so should ensure they promote the occasion with targeted instore ranges and curated product selections online. It is also essential that retailers time any Eid-related promotions, marketing, and ranges correctly, as 34.8% of consumers purchase items just before Ramadan and 37.1% buy during Ramadan. Focusing on Eid during this period will help retailers better engage with their consumers and fully capitalize on the occasion.

Boughedda concludes: “Retailers’ propositions must resonate with their shoppers for them to prosper, and as there are over three million Muslims in the UK, major retailers should make sure they focus on Eid, as this represents a fairly untapped market.”

*GlobalData’s monthly consumer survey of 2,000 nationally representative UK shoppers conducted in March 2023