Mar 05, 2026 •
Customer Experience
From Iftar to Suhoor: When GCC Customers Are Most Active and Why Most Brands Aren't Ready?
Ramadan doesn't pause customer activity. It relocates it.
While offices wind down and working hours shorten, something else is happening. Phones light up after Iftar. Carts fill at midnight. Questions arrive late at night about delivery windows, product availability, and order confirmations. According to YouGov's Ramadan 2026 consumer snapshot*, 37% of UAE residents are actively on social media in the evening window between 7pm and 10pm during Ramadan, with a second wave of activity continuing well past midnight in KSA.
Your customers are present and engaged. The question is whether your engagement setup is keeping up with them.
For most e-commerce brands in the GCC, the honest answer is: not quite. Not because teams aren't working hard, but because the systems, schedules, and tools most brands rely on were built for a different rhythm entirely.