Ramzan, the holy month of fasting, significantly shifts people’s daily lives across Pakistan. From bustling marketplaces to household kitchens, every aspect of life transforms as people observe fasting, worship, and prepare for the grand celebration of Eid. Ramazan’s impact extends beyond individuals and their personal lives. In Pakistan, as in other Muslim-majority countries, markets — and arguably the entire economy — undergo adjustments during the holy month.

Changes in working hours, government policies tailored for Ramazan, and, most notably, market responses to shifts in consumer behaviour warrant careful assessment. Understanding these drivers can turn disruptions into opportunities, ensuring they support rather than strain economic activity.

1. Changes in Household Routines

Housewives: Managing Sehri, Iftar & Eid Preparations

Housewives take on an even more active role during Ramzan. Their day starts before dawn as they prepare Sehri (pre-dawn meal), ensuring family members eat nutritious food to sustain themselves throughout the day. After Fajr prayers, many housewives engage in Quran recitation and rest before starting household chores.

Women’s Routine During Sehri and Iftar in Ramadan

Sehri (Pre-Dawn Meal) Routine

• Waking Up Early – Women wake up well before Fajr (dawn prayer) to prepare Sehri for the family.

• Preparing Nutritious Food – Meals usually include dates, eggs, parathas, fruits, yogurt, and hydrating drinks.

• Worship & Duas – Many women perform Tahajjud prayer and recite Quranic verses before Fajr.

• Suhoor & Hydration – They ensure everyone eats on time and drinks enough water to stay hydrated throughout the fast.

• Fajr Prayer & Rest – Some women rest briefly after Fajr Salah before beginning their daily chores.

Daytime Activities

• Household Responsibilities & Work – Managing home duties, professional work, or caring for children.

• Quran Recitation & Prayers—Many women increase their worship by reciting the Quran, making dhikr, and praying Nawafil.

• Resting & Energy Conservation – A short nap in the afternoon helps regain energy for Iftar preparation.

Iftar (Breaking Fast) Routine

• Preparing Iftar – Women start cooking well before Maghrib, preparing a mix of dates, fruit chaat, pakoras, samosas, and drinks.

• Dua & Maghrib Prayer – Before breaking the fast, they make special duas, then break their fast with dates and water, following the Sunnah.

• Serving the Family – They ensure everyone has food while managing their meal.

• Isha & Taraweeh Prayers – After dinner, many women perform Isha Salah and attend or pray Taraweeh at home or in mosques.

• Nighttime Worship & Rest: Some women stay up for Quran recitation and Tasbeeh to prepare for the next day.

In the evening, the focus shifts to preparing Iftar, a meal often consisting of dates, samosas, pakoras, fruit chaat, and refreshing drinks like Rooh Afza. The last ten days of Ramzan become even busier as people prepare for Eid-ul-Fitr—buying new clothes, decorating homes, and making traditional sweets like Sheer Khurma and Seviyan.

Students: Balancing Studies & Worship

Students experience a significant shift in their daily routines during Ramzan. Schools, colleges, and universities often adjust their schedules, starting classes later in the morning to accommodate fasting students. Managing studies while fasting requires proper time management, ensuring they stay productive while maintaining their religious commitments.

• To balance academic and religious duties, students can:

• Study after Sehri or before Iftar, when energy levels are higher.

• Avoid excessive screen time and distractions to stay focused.

• Take short power naps during the day to stay refreshed.

• Use night hours for revision and worship, as many stay awake for Taraweeh prayers.

2. Shopkeepers & Merchants: Extended Business Hours

Food & Grocery Stores

During Ramzan, food sellers witness increased demand for dates, fruits, dairy products, and fried snacks. Many grocery stores extend their hours, staying open late at night to accommodate fasting customers.

Clothing & Shoe Sellers

Markets see a dramatic surge in customers, especially after Iftar. Women, men, and children flood clothing and shoe stores to buy traditional outfits, new footwear, and accessories for Eid. Shopkeepers often introduce special Ramzan discounts to attract buyers.

General Business Owners

Merchants and businesspeople adjust their work hours, opening late in the morning and staying open till Sehri hours. The demand for home decor, cosmetics, and gifts also spikes as people prepare for Eid celebrations.

3. How Shopkeepers Can Increase Sales & Meet Public Demand

Offer Special Ramzan Discounts & Eid Deals

To attract more customers, shopkeepers should introduce bundle offers, buy-one-get-one deals, and exclusive discounts on clothing, shoes, and household items. Limited-time flash sales can create urgency and drive more purchases.

Extend Store Hours & Utilize Online Selling

Most shopping happens after Iftar, so keeping stores open late can significantly boost sales. Additionally, offering online shopping options with home delivery services will help reach more customers who prefer convenience.

Stock High-Demand Products & Ensure Availability

Stocking up on popular items such as clothing, shoes, gift sets, and Ramzan food essentials is key. Shopkeepers should analyze past sales trends to anticipate customer needs and ensure products don’t run out.

Create a Festive Shopping Experience

Decorating shops with Ramzan and Eid-themed décor, playing soft Nasheeds, and offering a welcoming environment can enhance the shopping experience. Small gestures like free dates or drinks during Iftar can attract and retain customers.

Utilize Social Media & Digital Marketing

Promoting products on Facebook, Instagram, and WhatsApp Business can help shopkeepers reach a wider audience. Posting daily deals, customer testimonials, and countdowns to Eid sales can drive engagement and increase foot traffic.

4. How Shopkeepers Can Decorate Their Shops for Eid

Use Festive Lighting & Themed Decor

Adding colorful lights, crescent moons, and lanterns around the shop creates a warm and inviting atmosphere. Shopkeepers can also use Eid-themed banners and posters to attract more customers.

Display Special Eid Collections Prominently

Arranging new arrivals in an eye-catching way will draw shoppers’ attention. Mannequins dressed in Eid outfits, stylish shoe displays, and decorated shelves for accessories can help customers find what they need quickly.

Offer a Comfortable Shopping Environment

Providing comfortable seating areas, cool drinks, and air conditioning will encourage shoppers to spend more time in the store, increasing the chances of making a sale.

Use Scented Candles & Bakhoor

A pleasant fragrance like bakhoor or rose essence enhances the festive ambiance, making the shopping experience more enjoyable.

Encourage Customer Engagement

Setting up a photo booth with Eid-themed props can attract customers and encourage them to share their shopping experience on social media, further promoting the store.

5. Spiritual & Social Transformations

Increased Worship & Charity

Ramzan is not just about fasting; it is a time for spiritual reflection. People engage in Taraweeh prayers, Quran recitation, and charity (Zakat & Fitrana). Mosques remain full, especially in the last ten nights, as people seek Laylat-ul-Qadr (Night of Decree).

Eid Preparations & Festivities

As Ramzan concludes, families shift focus to Eid shopping. Streets are decorated, mehndi stalls emerge, and bakeries introduce unique sweets. The night before Eid, known as Chaand Raat, is a festival with markets bustling till late.

Conclusion

Ramzan is a month of devotion, patience, and transformation for Pakistanis. From homemakers managing elaborate meals to shopkeepers extending their hours, every individual adjusts their routine to honor the month’s spirit and prepare for Eid’s joyous celebration. By implementing innovative sales strategies, meeting customer demands, decorating their shops festively, and embracing digital marketing, shopkeepers and businesses can maximize their profits during this festive season.

If you found this article helpful, share it with your friends and family to help them make the most of Ramzan and Eid preparations!