Friday Research

Evidence on how Muslim audiences decide, give, choose and respond, published with the sample, the geography and the research date attached.

Consumer2024

Ramadan Wrapped 2024

Ramadan is not one marketing moment. This study tracks how British Muslims spend, judge brands and read representation across the season.

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Evidence

87%said exchanging gifts at Eid was important in their household

Consumer behaviour, purchasing, advertising and engagement during Ramadan.

Also published

GivingRamadan 2026

The Zakat Conversion Gap

Awareness does not automatically become trust, and trust does not automatically become a donation. This study examines where eligible Zakat is lost between intention and action.

34%cited trust and reputation as their main decision driver

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Financial servicesMarch 2025

Unlocking Islamic Finance in the UK

UK Muslim consumers want financial services that meet their values without asking them to compromise on price, service or digital experience.

20.4%trusted Islamic banks as much as mainstream banks

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Friday's own research sits underneath Friday Insights, where it is combined with client data and read in cultural, behavioural and market context.

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