RAMADAN: WHAT RETAILERS CAN DO TO ACCOMMODATE FOR THE SEASONAL EVENT.
Ramadan Mubarak from all of us here at C-Talk to all of you celebrating around the world! May this Ramadan bring you many blessings and happiness for the rest of the year to come.
Since food plays a very big part in this holiday, it is key to understanding what exactly it is we can do in the convenience retail community to help make this seasonal event even more convenient for the people that celebrate it.
Ramadan is the ninth month of the Islamic calendar and it runs for 30 days; since the start of the calendar is lunar, it moves eleven days each year and is celebrated by Muslims worldwide.
This year’s 2023 Ramadan begins on Wednesday, March 22 and ends on Friday, 21st April.
During Ramadan, Muslims fast during daylight hours in order to practice. self-discipline, generosity and self-restraint.
The Suhoor meal is eaten before sunrise and the Iftar meal is eaten after sunset. Both meals are shared with the family and at the end of Ramadan, an Eid-ul-Fitr festival takes place. This festival also includes a celebratory meal.
Within the retail convenience sector, it is crucial for us both as retailers and a community to ensure that our inclusivity stretches well beyond the standard; with 44% of shop owners being Asian/Asian British (according to ACS’ 2023 Local Shop Report), we must be aware of the seasonal events that take place in different communities.
Regardless of whether or not the the full 44% of shop owners actually celebrate Ramadan, more likely than not there is a far larger percentage of customers who do. It is imperative that we take this into consideration when stocking the shelves for the holiday!
Close to three million Muslims in the UK will have already begun Ramadan. Since this 30-day fasting period and the fast-breaking Iftar meal that comes in the evening is mostly spent with family, shop owners can be advised to order in large quantities of products in their store, ready to be cooked and fed to a whole family celebrating Ramadan.
This means that in order to maximise the retail opportunities of this seasonal event, suppliers must also be prepared to make space for products and food suitable for the Muslim community, such as halal and traditional Iftar foods.
With the days getting longer and the sun taking a little while more to set, nowadays families are fortunate to break their fast by 9pm.
Due to this, retailers must be aware of their store opening times (perhaps opening a little later to accommodate for customers who celebrate Ramadan and need last-minute things from the shop, or opening earlier to aid staff members fasting with time for prayer later on) as well as, obviously, stocking up on the suitable essentials.
Not only would this ensure inclusivity amongst Muslim consumers, but it would also help connect mainstream retailers to their community. It helps to boost food and drink sales as well as engagement with Muslim shoppers.
Our advice here at C-Talk would be to educate and understand Ramadan, whilst putting across that understanding of the holiday.
This can be done by supporting Muslim workers by putting forward options for flexible working hours/time off; energy levels will have been impacted heavily by fasting, therefore frequent breaks and inclusive meeting hours should be introduced during the holiday. Forgoing lunch breaks in exchange for earlier finishes and having meetings during working hours are only a couple of examples that may help workers greatly.
Providing crucial Cultural Sensitivity Training can be another helpful asset, not only during the Ramadan period but overall; retailers can provide training to non-Muslim staff members about the cultural practices that surround the seasonal event. This training would help them understand the significance of Ramadan, enabling them to be more respectful and sensitive to the needs and culture of their Muslim colleagues.
The other way is by making sure that the shelves are stocked with Iftar and halal foods (A variety, with Dates being a prime example; often, they are eaten first to break the fast) and halal food; often in large amounts, often ready to be cooked for the whole family celebrating Ramadan!