Eid Shoppers Buy More At Non-Muslim Businesses
Over the last couple of weeks leading up to Eid-mas (today!) I've been on the lookout for businesses and stores making efforts to tap ...
Pictured above: a successful Pakistani store sets up their 'Jalebi' and sweets stall in the street. Come iftar time, they will make fresh sweets with a fragrance that carries across the wind. Even policeman have been known to queue up for a batch!
When Muslims give gifts at Eid, especially here in Britain, it's rarely about the size or cost. It's truly about making everyone happy and sharing in what is otherwise a sad farewell to a beloved month of improved character.
On the eve to Eid-mas day my hometown flooded with customers doing last minute shopping. The banks HSBC and Santander hung Eid related posters and many of their employees said 'Ramadan Mubarak' and asked about how fasting was going. I don't know if they received training for this but good on them!
For specific food items I think most of us in the Muslim community know which variety of shops stock them. For example, although Asda has a 'World Foods' aisle, their Tilda rice, syrups and Caribbean food is more expensive than the local ethnic grocery shop. We will therefore do our general Eid food shopping from Asda or Sainsbury's and then make a run to an Asian supermarket for the extras.
All in all, I found my "research" insightful for knowing how non-Muslim businesses cater to Muslim consumers. It needs a little more than banners and fancy display though. The best marketing strategies are to pinpoint what the Muslim community tends to buy and to point them in that direction.
Eid Mubarak eco-fans,