Ramadan Wrapped 2024
Ramadan is not one marketing moment. This study tracks how British Muslims spend, judge brands and read representation across the season.
In April and May 2024, Friday surveyed 263 participants to understand Muslim audience attitudes to Ramadan and Eid spending, ethical consumption, representation and advertising. Participants were also shown four advertisements from leading brands and asked for their reactions.
- 263 participants
- April and May 2024
- Survey research
- Topics included Ramadan and Eid spending, ethical consumption, representation and advertising
- Four brand advertisements tested
What we found.
Four evidence moments from the 2024 study, reported as measured.
Eid is a real commercial moment.
said exchanging gifts at Eid was very or somewhat important in their household.
Gift exchange was important to a clear majority of the households we surveyed, and most of that buying lands in the closing stretch of the month.
liked the idea of Eid promotions.
spend £20 to £50 per child on Eid gifts.
buy Eid gifts in the final two weeks of Ramadan.
Each mark is one night of Ramadan. The highlighted marks are the final two weeks the 60% figure refers to, a separate measure from the figures above.
Source: Friday, Ramadan Wrapped 2024. Measures reported separately, not combined.
Halal and affordability sit side by side.
Both weigh heavily on the same purchase. They are not competing considerations, and respondents could value both.
said they would pay a premium for ethically produced products.
A further layer on the same decision, alongside certification and price.
Source: Friday, Ramadan Wrapped 2024.
Boycotting is values-led, not just brand-led.
had heard of the BDS movement.
said they were consciously avoiding products on the BDS list.
Why they said they were avoiding them.
Source: Friday, Ramadan Wrapped 2024. Responses from the 2024 study, 263 participants.
Muslim values matter more than Muslim aesthetics.
Respondents repeatedly called for broader ethnic and cultural representation of Muslims, deeper understanding of Ramadan values such as charity, community, family and togetherness, and engagement that continues beyond Ramadan rather than appearing only during the season.
Summarised from open responses, Ramadan Wrapped 2024
What it might mean.
Kept deliberately separate from the findings above.
Ramadan is not one marketing moment.
The evidence points to different behaviours happening at different points in the season. Eid gifting accelerates late, while brand trust and cultural relevance are built much earlier.
Faith matters, but so does value.
Halal credentials are important, but affordability, ethics and trust sit alongside them. Treating Muslim consumers as a single faith-led segment misses the commercial reality.
Representation is not the same as understanding.
Showing Muslim faces or using Ramadan iconography does not automatically create relevance. Audiences are looking for cultural breadth, values, context and year-round consistency.
Ethical behaviour can affect commercial behaviour.
The boycott findings show that values can translate into active purchasing decisions. Brands need to understand those pressures rather than treating them as a communications issue alone.
Request the full report.
The complete Ramadan Wrapped 2024 report includes deeper findings, audience commentary and recommendations not published on this page.