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Retailers enjoy a good Ramadan despite shipping problems

[ March 21, 2025   //   ]

Christmas might be a distant memory, but freight forwarder Aramex UK is forecasting that retailers will enjoy a strong performance for the Muslim fasting period of Ramadan, which comes to an end with the Eid al-Fitr celebration on about 30 March.

During the holy month, consumers adjust their shopping habits, prioritising essentials for suhoor (pre-dawn meal) and iftar (meal to break the fast), as well as gifts and festive preparations for Eid al-Fitr.

Beyond food, modest fashion garments, including abayas, kaftans and embroidered outfits, often see a surge in demand over Ramadan, along with accessories such as scarves, handbags, and footwear. Perfumes, skincare, and cosmetic products also prove popular – making Ramadan a highly lucrative period for retailers, with many running exclusive promotions and tailored marketing campaigns to appeal to shoppers preparing for their Eid celebrations.

Retailers have though faced mounting challenges in their preparation for Ramadan this year, as ongoing geopolitical tensions and persistent supply chain disruptions continue to complicate operations, says Aramex.  They have been forced to rethink and adapt their logistics strategies in response to ongoing instability, juggling fluctuating transit times and rising costs with the promise of meeting consumer demand.

Major brands such as Next, Matalan, and Asos have all reported supply issues due to the Red Sea attacks over the past 12 months.

Aramex UK and Europe chief executive Umar Butt, says: “It’s certainly been a challenging time for retailers exporting into the MENA region. As a direct consequence of vessels taking longer to reach their destinations, ports have also been affected due to backlogs. This has had a knock-on effect with air freight, with airports facing delays in processing cargo due to a surge in demand for such services.

“Although some of these issues have eased slightly, operating within Ramadan has compounded those issues further for retailers, with reduced working hours, the introduction of no-fly zones, hiked freight pricing, and compliance challenges all putting an additional strain on their ability to ensure their goods arrive into the region on time.”

He adds that UK retailers are expanding into the Middle East on the back of growing demand for British brands.

“With many Middle Eastern consumers frequently traveling to London for shopping, their strong familiarity with British brands continues to drive demand across the region’s expanding consumer base. Additionally, the rise in digital adoption among a tech-savvy and trend-conscious demographic presents a significant opportunity for exporters to tap into. Without an understanding of the region, how it operates and the logistical challenges that come with it, retailers do however run the risk of falling at the first hurdle.

“We remain hopeful that tensions in the Middle East will ease as the year unfolds, but in the interim, working smarter is essential. To ensure a successful Ramadan, retailers would have needed to plan ahead and embrace a more agile logistics strategy, one that allows them to adapt quickly and explore alternative solutions, whether that be by adjusting transport routes or switching modes of shipment.”

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