As retailers look ahead to Ramadan 2026, the focus is shifting towards meeting heightened customer expectations in an increasingly competitive global marketplace, where speed, reliability and service quality are now key differentiators.
With Ramadan expected to begin on the evening of the February 17 and conclude with Eid al-Fitr on March 18, retailers exporting into the Middle East are once again gearing up for one of the most commercially significant periods in the retail calendar. However, while operational challenges continue to remain an issue, Aramex UK is urging retailers to place customer experience and loyalty at the heart of their Ramadan strategies.
During Ramadan, consumer expectations rise sharply. Shopping patterns change, order volumes increase, and delivery windows become tighter as customers prepare for suhoor (pre-dawn meal) and iftar (meal to break the fast), as well as gifting and celebrations around Eid. Any disruption to service levels during this period can have a disproportionate impact on brand perception and long-term loyalty.
Beyond food and grocery, modest fashion continues to see strong seasonal uplift, including abayas, kaftans and occasion wear, alongside accessories, footwear, fragrances, beauty and personal care products. Many retailers use Ramadan to launch exclusive collections and time-limited promotions, placing further pressure on fulfilment operations to perform seamlessly.
Industry data continues to underline just how critical service excellence has become. According to IMRG, repeat customers account for over 80% of online retail revenue in the UK, while acquiring a new customer can cost up to five times more than retaining an existing one. The research body has also highlighted that delivery experience remains one of the most influential factors in whether a shopper returns to a brand, particularly during peak trading periods.
This is especially relevant during Ramadan, when tolerance for missed delivery slots or poor communication is significantly lower. Consumers increasingly expect fast, transparent and flexible delivery options, backed by responsive customer service, regardless of whether orders are domestic or cross-border.
Aramex UK, part of the global Aramex Group headquartered in the UAE, has more than 40 years’ experience supporting fashion and retail brands trading into the GCC and wider MENAT region. The business has seen first-hand how retailers that invest in proactive planning, visibility and customer-centric logistics are better positioned to protect loyalty during high-demand periods.
Umar Butt, VP – Commercial – Europe & North America at Aramex, commented: “Ramadan is a uniquely important trading window, not just in terms of volume, but in terms of customer expectations. Consumers want reassurance that orders will arrive on time, that delivery updates are clear, and that any issues will be resolved quickly. In a market where shoppers have more choice than ever, service failures are far less likely to be forgiven.
“IMRG’s research reinforces what retailers are already experiencing on the ground – loyalty is hard won and easily lost. During Ramadan, brands that fall short on delivery or communication risk losing customers not just for the season, but for good.”
The Middle East remains a key growth market for UK retailers, with apparel, footwear, beauty and personal care among the most popular categories. UK brands continue to benefit from strong regional demand, driven by perceptions of quality, heritage and design, as well as high levels of digital adoption among Middle Eastern consumers.
ONS figures show that UK exports to the UAE alone have increased by more than 170% over the past two decades, reflecting the long-term opportunity in the region. However, as competition intensifies, simply having a desirable product is no longer enough.
Umar Butt continued: “Ramadan magnifies both strengths and weaknesses in a retailer’s operation. Those that plan ahead, build flexibility into their logistics, and prioritise customer communication are far more likely to succeed. This includes offering delivery choices, maintaining service levels despite reduced working hours in the region, and having contingency plans in place.
“Retailers that view logistics as part of the customer experience, rather than just a cost centre, will be the ones that stand out in 2026 and beyond.”
As Ramadan approaches, Aramex UK is encouraging retailers to ensure their fulfilment and customer service strategies are sufficiently robust whilst working closely with logistics partners that understand the cultural, operational and commercial nuances of the Holy Month.