图源：
阿联酋天文学会主席易卜拉欣·阿尔·贾万证实，2024年的斋月将在冬季进行，较往年提前了10天左右，斋月的第一天预测在3月11日星期一到来。
根据Google近年搜索数据，现在已经进入消费者“斋月”搜索期，也是商家针对斋月市场进行备货和开始营销计划的时期。为了不错过与消费者建立联系的机会，让我们先来了解一下2024年斋月消费者趋势！
Ibrahim Al Jarwan, chairman of the Emirates Astronomical Society, the month will ta20亿人都在过的节日，2024年斋月提早10天！请做好出货准备！ke place during the winter season.According to Google searches in recent years, this is the period when consumers are searching for "Ramadan" ，when businesses are stocking up and starting their marketing plans for the Ramadan market.In order not to miss the opportunity to connect with consumers, let's take a look at Ramadan 2024 consumer trends!
点击链接了解什么是斋月？Click on the link to find out what is Ramadan?
01
中东与北非（MENA）人们在斋月期间都会搜索什么内容？哪类商品销售量会上涨？
What do people in the Middle East and North Africa (MENA) search for during Ramadan?What types of products are rising in sales?
图源：Google2023年斋月搜索数据，侵删
根据Google搜索数据，2023年MENA地区在斋月期间进行了 72 亿次一般搜索，创历史新高，与 2022 年斋月相比增长了 21% 。人们在斋月的各个阶段搜索方式和购买意向也在不断变化。
People across the region made 7.2 billion general searches during the holy month — a 21% jump compared to Ramadan 2022.And exactly what people watch for inspiration evolves throughout the phases of Ramadan.
斋月前
pre-Ramadan
斋月前搜索量最多是与斋月直接相关，比如“斋月餐”，还有斋月倒计时。还有，家居装饰、食物准备、精神生活和喜剧在准备阶段也很受欢迎。比如“斋月前房屋清洁”、“斋月美甲款式”“斋月服装”。行业洞察，在开斋节前10天，除食品外，服装和美容产品销量激增。
The most searches before Ramadan are directly related to Ramadan — for example “Ramadan meal, and “Ramadan countdown.Home decoration, food preparation, spirituality, and comedy are popular in the preparation phase,for example
“house cleaning before Ramadan” “Ramadan henna”“Ramadan dress”.
图源：pinterest截图，侵删
斋月期间
Ramadan
斋戒期间，83% 的人搜索精神激励，78% 的人观看烹饪内容、礼物创意和操作视频。还有，系列节目、生活方式节目和游戏在斋月期间变得活跃，“斋月游戏”搜索在2023年增长了14倍，因此，游戏机和设备需求会增加。
During Ramadan, 83% search for spiritual inspiration, while 78% watch cooking content, gift ideas, and how-to videos.Series, lifestyle shows, and gaming kick into higher gear during the actual month of Ramadan, with search interest for “Ramadan games” growing by 14X.As a result, demand for gaming consoles and equipment will increase.
图源：pinterest，侵删
临近开斋和开斋期间
Nearing Iftar
临近开斋和开斋期间，音乐、游戏、旅行和庆祝内容搜索热度较高。在斋月最后两周和开斋期间，汽车销量会上升。
Finally, music, gaming,trip and celebratory content rise in popularity over Eid.Car sales rise during the last two weeks of Ramadan and during Iftar.
02
在斋月期间，影响消费者购物的因素是什么？
What are the factors that influence consumers to shop during Ramadan?
沙特阿拉伯 2023 年将价格和零售类别配对的搜索查询的同比增长率图源：Google，侵删
阿联酋 2023 年将价格和零售类别配对的搜索查询的同比增长率图源：Google，侵删
① 购买价格 Purchase price
在通胀压力上升的情况下，斋月是消费者寻找最优惠商品的理想时机。无可厚非折扣、减价或促销的广告活动中必不可少的内容。
Amid rising inflationary pressure,price is seeing growing scrutiny across markets and categories in MENA.Consumers think Ramadan is the ideal time to find the best deals.Indispensable discounts, reductions or promotions are essential elements of an advertising campaign.
图源：pinterest，侵删
② 产品绿色程度How green a product is
与以往不同的是，2023年MENA地区超90%的买家至少关注可持续性的一个方面。比如，美容品牌是否在其产品中避免使用有害成分和添加剂。
Unlike in the past, over 90% of regional buyers are concerned about at least one aspect of sustainability. For example, care whether beauty brands avoid harmful ingredients and additives in their products.
③ 商品广告创意和清晰的信息
年度增长的“斋月”相关搜索量，明显看出搜索的结果和内容极大影响销售者的决策。因此，商品广告创意和清晰的信息是建立消费者信任的关键，从而通过那些激发消费者探索热情的时刻创造需求。
比如AR虚拟现实应用。Google调查，从 2022 年到 2027 年， AR 和虚拟现实在化妆品和美容市场的使用预计将增长 25.5%。
Merchandise Advertising Ideas and providing clarity
The year-on-year increase in searches related to Ramadan clearly shows that the results and content of searches greatly influence sellers' decisions. Creative merchandising and providing clarity are key to building consumer trust. It’s vital to create demand in those moments that inspired consumers are in the mood to explore.
For example, AR virtual reality applications.The use of AR and virtual reality in the cosmetics and beauty markets projected to grow by 25.5% from 2022 to 2027.
Dior唇膏AR试色体ReachAR交互帮助Christian Dior Parfums 在开斋期间覆盖中东400万人
AR交互帮助Christian Dior Parfums 在开斋期间覆盖中东400万人
尽管受到通货膨胀的影响，2023年斋月零售额预计仍将达到 660 亿美元。2024年，这一数字预计将进一步增长，在沙特阿拉伯、阿联酋庆祝斋月的人表示他们会在斋月期间花费更多。
今年，距离斋月到来仅剩不到2个月的时间，除开企业和工厂春节假期，留给众外贸工厂、跨境电商卖家和采购商备货时间较往年更紧张。为保证不错过斋月大促，尽量在年前就备货出海，以便货物能在斋月前抵达并及时清关派送。高货值的产品也可以提前做好备货计划，安排空运渠道。
2023, Ramadan retail sales were projected to reach USD $66 billion, despite the impact of inflation.And they look set to grow even more 2024. people who celebrate Ramadan in Saudi and UAE saying they’d spend more during the holy month.
This year, with less than two months left until Ramadan .The time left for foreign trade factories, cross-border e-commerce sellers and buyers to prepare goods is tighter than in previous years.In order to ensure that we don't miss the Ramadan sale, we should try to prepare our goods for the sea before the year so that they can arrive before Ramadan and be cleared for dispatch in time.High-value products can also be planned in advance for stocking and arranged for airfreight channels.
