Strategy & growth
Seasonal campaigns in Saudi Arabia and Egypt: planning early for Ramadan, Eid and National Day
The key seasons in both markets
| Season | Market | Note |
|---|---|---|
| Ramadan | Saudi Arabia and Egypt | A complete shift in viewing and buying hours; the next Ramadan begins around February 2027, subject to moon sighting |
| Eid al-Fitr and Eid al-Adha | Both | Peaks for clothing, gifts, travel and dining |
| Founding Day (22 February) | Saudi Arabia | Identity and pride in history |
| Saudi National Day (23 September) | Saudi Arabia | National content and broad offers |
| November sales season | Both | Heavy competition for ad space |
| Back to school | Both | Opportunities for retail, education and services |
Why start early?
- Ad costs rise as the season approaches, because of competition.
- Good production takes time; last-minute shoots are rushed.
- Audiences start thinking and planning before the season itself.
The eight-week plan
- Weeks 8–7: the core idea, message and offer.
- Weeks 6–5: produce content — video, design and copy in Arabic and English.
- Weeks 4–3: build audiences and prepare landing pages and tracking.
- Weeks 2–1: teaser content and ads starting on a moderate budget.
- During the season: raise budget on the best-performing ads, with daily monitoring.
- After the season: retarget people who engaged but didn't buy, and write up the lessons.
Ramadan specifically
- Peak times shift: after iftar and late at night.
- Emotional, family and values-led content outperforms direct selling.
- Respect the spirit of the month in tone, imagery and timing.
National occasions
National content needs sensitivity and respect for symbols and identity. Avoid using official symbols in inappropriate commercial ways, and focus on pride and participation.
The bottom line
A season is won before it starts. An early plan, a message that respects the occasion, content ready, a smart budget and a team ready to reply — that's the difference between a forgotten campaign and one that sells.
Questions
When should I start planning for Ramadan?
At least six to eight weeks ahead, and earlier for big productions.
Should I raise the budget during the season?
Yes, gradually — directing it to ads that proved themselves before the peak.
Do Saudi and Egyptian messages differ?
Yes, in dialect, cultural detail and occasions, even when the idea is the same.