Every year, Ramadan shapes how people shop, engage with brands, and reflect on their values. But Ramadan 2025 felt different.
Compared to 2024, we saw a more intentional, values-driven consumer mindset—where spiritual meaning and smarter choices mattered more than impulsive purchases.
Here’s a breakdown of what changed, and how marketers using a Customer Data Platform (CDP) can respond wisely.
1. Consumers Are Spending More — But Smarter
In 2025, people weren’t holding back from spending. In fact, average budgets increased compared to 2024. But the why and how changed. Consumers shifted focus from trendy, FOMO-fueled items to more essential, meaningful, and spiritual purchases.
Instead of just fashion and electronics, they looked for:
- Halal & healthy food options
- Spiritual books and modest wear
- Bundled offers with long-term use
CDP Tips:
- Create segments based on purchase intent (essentials, spiritual, impulsive)
- Run journeys that highlight value, not just discounts
- Personalize based on Ramadan-related behaviors (e.g., buying prayer items)
2. Digital Behavior Skyrocketed — But Got More Curated
Ramadan 2025 was more digital than ever, with a 30% increase in shopping app usage (compared to 2024) and higher content engagement.
But people weren’t just binge-watching for fun. They were:
- Searching for Iftar and Suhoor recipes
- Watching religious talks on YouTube
- Joining online community events or donation drives
CDP Tips:
- Use CDP to capture content behavior (e.g., what users watch or read)
- Trigger campaigns based on engagement windows (e.g., Sahur time, post-Iftar)
- Tailor journeys based on content preferences (spiritual vs entertainment)
3. People Took More Time to Decide
Ramadan 2025 consumers didn’t just jump on the first promo. They compared. They waited. They cross-checked.
This cautious behavior stemmed from both economic pressure and growing skepticism around marketing.
CDP Tips:
- Apply multi-touch attribution to see which channels nudge conversions
- Trigger reminder journeys for cart abandoners or content viewers who didn’t buy
- Focus on social proof and education
4. Trust Is Everything — Especially in a Scam-Heavy Ramadan
Reports of digital scams doubled this Ramadan. Consumers got burned by fake stores, phishing SMS, and shady “promo links”.
Even legit brands had to work harder to earn trust.
CDP Tips:
- Only send messages through verified domains and trusted channels
- Add trust-building steps into your journeys
- Use consent-based, behavior-triggered campaigns instead of mass sends
5. It Wasn’t Just About Shopping — It Was About Values
Ramadan 2025 wasn’t just about products—it was about purpose.
We saw more people:
- Donating to causes (zakat, charity campaigns)
- Buying from local or ethical brands
- Joining community events, online or offline
CDP Tips:
- Create segments like “Conscious Buyers” or “Zakat Donors”
- Trigger campaigns that align with values: local brands, donations, sustainability
- Build community-centric journeys, not just conversion funnels
Strategic Takeaways for Marketers Managing Customer Data
Ramadan 2025 highlighted a shift toward more intentional, value-led consumer behavior. For brands, this presents both a challenge and an opportunity:
- How do you stay attuned to changing priorities and values?
- How do you engage meaningfully, without overwhelming?
- How do you build long-term trust, not just short-term wins?
These aren’t just marketing questions—they’re data questions too.
As behavior evolves, so must the way brands manage and activate customer data. It’s not just about having data—it’s about making it work in service of relevance, empathy, and connection.
Whether you’re using a CDP today or still exploring what’s possible, Ramadan offers a timely reminder: meaningful moments deserve meaningful strategies.
At ProPS, we help brands turn these insights into action. Our Customer Data Platform empowers marketers to build personalized, value-driven journeys that resonate—especially during meaningful seasons like Ramadan. By unifying data, identifying intent, and activating real-time campaigns across channels, ProPS enables businesses to connect with consumers in ways that are relevant, respectful, and rooted in trust.
Sources:
- Google Ramadan Insight 2024 (Think with Google)
- Jakpat Survey Ramadan Indonesia 2025 (via PR Newswire)
- Katadata Ramadan Consumer Outlook 2025
- OJK (Indonesia Financial Services Authority): Digital Scam Report 2025
- Internal Data & Observations from Props Indonesia and Antsomi CDP