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Ramadan in UAE: Why are UAE shoppers spending more after Iftar?
Ramadan shopping habits in the UAE changed this year, with consumers spending more and choosing to shop in shorter, busier bursts after iftar and at midday as night-time retail activity gathers pace
- PUBLISHED: Fri 27 Mar 2026, 6:00 AM
The UAE’s Ramadan retail landscape in 2026 underwent a marked transformation, driven by shifting shopping rhythms, higher‑value purchases and a broader regional surge in night‑time consumer activity, studies showed.
New data from Fortis shows that shoppers concentrated their spending into two distinct daily windows — a dominant post‑Iftar peak between 9pm and 11pm, and a secondary midday burst from 12pm to 2pm — while average order values (AOV) have risen by around 10 per cent compared with the pre‑Ramadan period.
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This aligns with wider regional patterns. Visa’s analysis of consumer spending across Muslim-majority markets shows Ramadan transactions increasingly shifting into late-night hours, with the share of spending between 10 PM and 4 AM more than doubling in countries such as Saudi Arabia and Kuwait.
The broader Ramadan economy continues its upward trajectory as well. Industry estimates put the UAE’s 2026 Ramadan retail economy at $16.4 billion, reflecting strong consumer confidence and mirroring global trends where Ramadan-related spending in many Muslim markets rises 35–40 per cent during the month.
Fortis data suggests consumers not only shopped at more defined times but also opted for higher-value, purpose-driven purchases. CMO Ahmed Sameh notes that shoppers “may be making fewer transactions, but they are choosing more premium items and thoughtful gifts,” indicating a shift toward quality-led consumption. Fashion, especially abayas and modestwear, remained the top-performing category with weekend spikes tied to gatherings and Eid preparation.
Wellness also emerged as a powerful retail theme. Fitness and sports equipment sales rose roughly 10 per cent in the first week of Ramadan as consumers embraced more health-conscious routines — a shift echoed in global trend reports that identify wellness as one of Ramadan 2026’s defining behavioural drivers.
Top UAE retailers have reported brisk sales during the Holy Month.
“Ramadan sales remained steady overall, with a clear uplift closer to Eid as purchasing shifted towards gifting. We saw a strong surge in online sales during this period, with customers increasingly opting for the convenience of digital channels. The IT segment performed particularly well, with laptops and tablets driving demand, supported by continued work-from-home, and learning needs. Additionally, new launches from leading brands such as Samsung and Apple generated strong consumer interest,” a Jumbo spokesperson said.
“Looking ahead, we remain optimistic about sustained growth in IT and home productivity solutions. To further enhance the customer experience, we have introduced a two-hour delivery service on jumbo.ae. We are also rolling out curated work-from-home and school bundles across both online and offline channels to better meet evolving customer requirements,” the spokesperson added.
Jungsik Suh, Head of Home Solutions at LG Gulf, said: “This year we’ve seen consumers continue to prioritise the home – upgrading TVs, appliances and air solutions to create comfortable, connected spaces for shared moments after iftar. At the same time, people are more thoughtful in how they spend, balancing value, energy efficiency and durability against a backdrop of regional uncertainty.
"Looking ahead, we expect demand to stay resilient but more considered, with customers gravitating towards trusted brands, transparent offers and innovations that genuinely improve daily life and support family wellbeing during and beyond Ramadan.”
Ramadan remains one of the most important trading periods for Marks & Spencer in the region. Stephen Rayfield, Managing Director for Marks & Spencer MENA & SEA at Al-Futtaim, said food in the UAE was a standout, with sales up over 20 per cent. “Fashion in Saudi Arabia was equally encouraging; our womenswear saw double digital growth. Coordinated linen sets were our top performing combinations, kaftans and abayas traded strongly, and drape tops proved a real value driver. Looking ahead, we’ll continue to develop market-specific ranges with M&S UK, and the success of our kaftan and abaya offer this Ramadan gives us a strong foundation to build from.”
Sales at ACE outperformed the company’s own growth projections, delivering 10 per cent growth versus the same period last year. “That’s a strong signal that customers are investing meaningfully in their homes ahead of, and during the holy month,” David Elliott, General Manager ACE, Al-Futtaim Retail, said.
Kitchenware and dinnerware were ACE’s primary sales drivers, fuelled by the increase in home cooking and family gatherings. “What was particularly interesting this year was the al-fresco effect, with Ramadan falling during the UAE’s cooler months, we saw real incremental demand for outdoor seating and grilling as customers hosted iftar and suhoor outdoors,” Elliott said.
Customers were also seen moving away from impulse purchasing towards planned, bundled buys. Basket values are higher as a result, Elliott said. “E-commerce was a standout channel, with customers leaning into the convenience of browsing and home delivery,” he added.
Looking ahead, the shifting lunar calendar creates a unique opportunity. Ramadan 2027 is expected to start around early February, which pushes the season deeper into the UAE’s winter months. “We anticipate al-fresco hosting to be even stronger. We also expect the Ramadan preparation window to converge with the post-New Year home refresh cycle, meaning pre-Ramadan campaigns will likely start from the first week of January,” Elliott said.
The UAE’s Ramadan retail cycle has effectively become an omni‑channel, multi‑window economy. Online shopping surges after sunset across numerous Muslim markets, with regional surveys showing strong increases in mobile shopping, food delivery and app‑based browsing during the night.
Somshankar Bandyopadhyay is a News Editor with more than three decades of experience. Currently, he manages the news production of the business section, ensuring that the top economic and business news of the day reaches its readers.