The commercialisation of religious holidays is nothing new. Christians have seen Christmas evoke into a money-making venture for decades. However, the commercialisation of Eid and Ramadan is a little more recent. Eid is a major social occasion that companies can cash in on, and why shouldn’t they if it means providing more goods, gifts, and support for the community?
British Muslims are the fastest-growing demographic with high spending power. They can boost sales for a major retailer with the right product lines and promotions. That is why stores now market more gifts for Eid and why food retailers need to harness this opportunity.
Marketing Gifts For A Major Muslim Holiday
There is some hesitation when marketing Eid as a commercial holiday. Many brands fail to understand the finer details and ignore the spirit of Ramadan in getting people ready for Eid. However, many are at least willing to try and give the culture greater representation. It could be as simple as Paperchase offering cards or Hobbycraft promoting craft projects for party supplies. There are, of course, bigger specialists online cashing in, such as eidparty.co.uk offering a wide range of Ramadan decorations.
When it comes to giving gifts for Eid, it is surprising how many companies now talk about the end of Ramadan and Eid like they would the end of Lent and Easter, or the end of Advent and Christmas. Etsy and Not On The Highstreet are obvious go-to options but there are mainstream choices too. LEGO inspires us to have a “happy creative” Ramadan and Eid. Next has a clothing range dedicated to the holiday. Lush launched an Eid collection for a little post-Ramadan self-care.
The Importance Of The Food Industry In The Commercialisation Of Eid.
Food is an important part of Eid celebrations as Muslims celebrate the end of Ramadan and the breaking of the fast. Families across communities come together to share dishes and socialise during Iftar. Some people may prefer to turn to local restaurants and fast food outlets for delivery and share this with friends, perhaps those not of the faith. Independent outlets can benefit from targeted marketing as communities support their local business.
However, it isn’t just local businesses that can take advantage of marketing and advertising for Eid. Year after year, we see more national ad campaigns from major players. National franchises like Pizza Hut can show their support with appropriate menu items and discounts. Supermarkets urge communities to prepare for celebrations at their stores in an attempt to be seen as more welcoming. The extent of this varies depending on the demographic of the area, but the 2022 Tesco billboard campaign was encouraging.
The Commercialisation Of Eid Is A Positive For The Muslim Population And UK As A Whole
While some worry that commercialisation will lessen the meaning and spirit of Eid, there are more benefits than disadvantages. Advertising shows that companies value their Muslim customers and want to be part of their celebrations. If Britain is to embrace its multiculturalism, why not advertise Eid gifts and promotions as we would Christmas and Easter? Those not of the faith may even learn something along the way, and a little misunderstanding on a poster might be a fair trade for reducing ignorance and division in a community.