Retail expert calls on Australians to do more to appeal to the Muslim community during Ramadan and Eid - as businesses risk losing MILLIONS by ignoring the holy month
- Retail experts calls on Australian businesses to do more during Ramadan
- Ramadan is the Islamic month of fasting, followed by the festival of Eid ul Fitr
- Muslims contribute an estimated AU$363m to UK economy during Ramadan
- There are currently 600,000 people following the Islamic faith in Australia
- Gary Mortimer said Australian retailers are not engaging with consumer group
- Said he wanted to see more Australian businesses embrace Ramadan and Eid
Leading retail expert Gary Mortimer has called on Australian businesses to do more to appeal to the Muslim community during Ramadan.
Ramadan is the Islamic month of fasting, followed by the festival of Eid ul Fitr, observed by the world's 1.6 billion Muslims.
According to Ogilvy's new research, British Muslims contribute an estimated AU$363 million to the economy in the UK every Ramadan.
During the Ramadan season, it's estimated supermarkets in the UK generate AU$181million in additional avenue - making it the biggest calendar occasion after Christmas and Easter.
There are currently 600,000 people following the Islamic faith in Australia - but Mr Mortimer said the country's retailers are failing to engage with this consumer group.
Ramadan is the Islamic month of fasting, followed by the festival of Eid ul Fitr, observed by the world's 1.6 billion Muslims (Picture of Sydneysiders attending a street fair during Ramadan in Lakemba on June 1, 2019)
Leading retail expert Gary Mortimer has called on Australian businesses to do more to appeal to the Muslim community during Ramadan
'Australian retailers are quick to promote Christmas and Easter, yet remain silent on important Islamic religious periods like Ramadan and Eid,' Mr Mortimer said on Twitter.
'Are Australian retail businesses missing the opportunity to engage and connect with this important segment of our community?'
Mr Mortimer, an associate professor at the Queensland University of Technology, said retailers are missing out on millions of dollars by overlooking the holy month.
The research found a massive surge in spend and donations in the UK, with some shopping centres reporting an uplift in sales during the celebration of Eid.
Share this article
Eid-ul-Fitr means the 'festival of breaking the fast' - and the day is composed of feasting, gift giving, new clothes and spending time with friends and family.
Gift giving is a core ritual for Eid, whether it's for children, family or to deliver at people's homes during visits. Up to 50 per cent of women between the age of 35 and 44 buy fashion items as Eid gifts.
There are currently 600,000 people following the Islamic faith Down Under - but Mr Mortimer said Australian retailers are failing to engage with this consumer group
Mr Mortimer said he wanted to see more Australian businesses embrace Ramadan and Eid - as it's revealed 78 per cent of UK Muslims say they would like to see brands engage with them during the religious holiday (picture of Burger King advertisement of a 'Ramadan Bundle' for the Muslim community during the holy month)
Mr Mortimer said he wanted to see more Australian businesses embrace Ramadan and Eid (Picture of Sydney people celebrating Ramadan in Lakemba on June 1)
Australian supermarket giants Woolworths and Coles previously caused outrage for displaying signs across its stores, wishing customers: 'Happy Ramadan'
'During Ramadan, consumers shift towards making more bulk purchases needed for large, family meals, often exchanging gifts such as dates, chocolates and perfumes as a token of appreciation, foreshadowing the celebrations at the end of the holy month (Eid-al-Fitr),' Mr Mortimer said in an opinion piece for news.com.au.
'Understanding such a shift in consumer behaviour is key for retailers to not only improve their sales opportunities but also better engage with an important customer base.'
Mr Mortimer said he wanted to see more Australian businesses embrace Ramadan and Eid - as it's revealed 78 per cent of UK Muslims say they would like to see brands engage with them during the religious holiday.
'While globally businesses and brands appear to be taking a more progressive approach to Islamic marketing, here in Australia we seem to have a long way to go,' he said.
Australian supermarket giants Woolworths and Coles previously caused outrage for displaying signs across its stores, wishing customers: 'Happy Ramadan'.
Comments 0
Share what you think
No comments have so far been submitted. Why not be the first to send us your thoughts, or debate this issue live on our message boards.
