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Thu 24 May 2018 11:34 AM

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76% of UAE consumers make 'impulsive' purchases during Ramadan

The stats are the highest in the GCC when it comes to shopping during the holy month

76% of UAE consumers make 'impulsive' purchases during Ramadan
With 40% believing the holy month has the best shopping offers and deals, around 58% already have certain purchases in mind that they want to make.

Data shows that 76% of people in the UAE make planned or impulsive purchases during Ramadan, the highest rate when compared to other GCC states, according to YouGov.

With 40% believing the holy month has the best shopping offers and deals, around 58% already have certain purchases in mind that they want to make.

While consumers are on the look-out for promotions across a broad range of categories, 54% are looking for deals in groceries and fresh produce, 51% in clothes, 39% in mobile phones and 36% in fashion accessories.

The study also suggests that most consumers only consider brands when it comes to big Ramadan purchases such as cars (54%), mobile devices (54%), computers and laptops (50%) and cameras (49%).

However, big names are measured in the household electronics (45%), beauty products (44%), and household appliances (41%).

Despite a recent boost in e-commerce, only 9% said they plan to shop purely online during Ramadan.

Instead, 39% will shop at the mall/in-store, while 38% will shop both online and in-store. Around 14% will shop wherever the best promotions are, with 44% saying they will try a different mall in if it has good offers. Fewer people, 39%, said they will go only to their preferred malls.

While a lot of shopping is done in-store, many customers gain awareness of sales through online channels, with 42% finding out about promotions via social media ads and 39% via internet ads. Around 30% hear about promotions via emails/SMS from companies and brands.

However, in-store adverts (38%), word-of-mouth (33%), and out-of-home (33%) influencing also influenced the choices of Ramadan shoppers.

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