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From desserts to gifts: How UAE iftars, suhoors help small businesses
Family gatherings and meet-ups become a springboard for home-based entrepreneurs, helping them showcase products and reach new customers
- PUBLISHED: Thu 12 Mar 2026, 3:02 PM
For many UAE residents, Ramadan gatherings are increasingly opportunities to support home-based businesses. Friends and families are using iftar and suhoor meet-ups to promote their products or help relatives showcase what they sell.
Mohammed Ahmed Al Blooshi, a Dubai resident, said these gatherings create a natural space for small enterprises and entrepreneurs to introduce their products in a relaxed and social environment.
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"The main goal is to support small business owners and give them a chance to show their products to people in the community," he said. "In Ramadan, families and friends meet more often, so it becomes a good opportunity for someone to present their products in a simple and friendly way.”
He highlighted that these gatherings are particularly helpful for young entrepreneurs who may not yet have a brick-and-mortar store or the budget for large advertising campaigns. When guests try a product and enjoy it, they often ask for the social media account or contact details and share it with others, helping the business reach a wider audience.
Many hosts also choose to support local projects by ordering desserts, drinks, or other items from home-based businesses to serve during their gatherings, allowing entrepreneurs to showcase their work to several people at once.
According to Al Blooshi, the trend has become more noticeable in recent years, especially with the growth of home-based businesses and social media, which make it easier for people to promote and discover new products. He noted that food-related businesses are the most common at Ramadan gatherings, particularly homemade desserts and traditional dishes, although other products such as perfumes, incense, Ramadan gifts, and clothing are also sometimes displayed.
In many cases, people promote a family member’s business rather than their own. “Sometimes someone brings products from their sister’s project, their mother’s cooking business, or another relative’s work,” he said. “Families like to support each other and introduce people to their projects.”
Social media creators are also helping highlight small businesses during Ramadan. Emirati vloggers Hamdan Al Abdullah and Abdullah Jaber Al-Mazmi, known for their platform 971 Vlog, say they often use their content to support fellow entrepreneurs by showcasing home-based businesses to their followers.
“They said Ramadan gatherings provide a natural setting for small businesses to gain exposure, as people are already gathering and open to trying new products,” Al Abdullah and Al-Mazmi added. “In Ramadan, people like to discover and try new things, so it becomes a great opportunity for small projects. When there are large gatherings, people can see the products and try them directly, which helps the business reach more people.”
They noted that food-related projects, especially homemade desserts, coffee, and drinks, are the most commonly featured at these gatherings. Many businesses are family-run, with owners sometimes presenting their products themselves or bringing relatives to introduce their work to guests.
Overall, Ramadan gatherings have become more than a cultural tradition; they are now an important avenue for home-based businesses in the UAE to grow, connect with customers, and gain wider recognition.
Azza Al Ali is a reporter from Ras Al Khaimah, dedicated to sharing stories that bring the community’s voices to life. She’s passionate about connecting with people and highlighting what truly matters to them.