As the month of Ramadan approaches, the desire to make the most out of the festive season is understandable, but it's crucial to remember that Ramadhan is not about excess. It's about self-discipline, sacrifice, and spiritual growth. Unfortunately, the constant bombardment of advertising and marketing messages has made it difficult for people to differentiate what is necessary and what is not. One of the main areas where overspending occurs is food. During Ramadhan, families often gather around a table of delicious dishes for Iftar, the meal that breaks the fast. However, many end up purchasing more food than they need, resulting in waste and overspending.
Merchants in Oman have reported a steady rise in the purchase of Ramadhan supplies over the past two weeks. They are confident that the coming days will witness a significant surge in purchasing movement with the payment of salaries and the midst of Ramadhan.
During Ramadhan, Issa Khalfan Hadeeb Al Rahbi, a grill and traditional food vendor in Barka, experiences high popularity and excellent purchasing value. Al Rahbi reported that this value is due to the enormous amounts of traditional meals, particularly grills, that people consume during Iftar and in the evenings when gatherings with friends and family increase the demand for these dishes.
In an unofficial Instagram poll conducted by a private account shows that the majority of respondents are investing extra cash in clothes during Ramadhan to get ready for both Ramadhan and Eid Al-Fitr. More than 30% of the respondents stated that they allocate more money for food and gifts, and 20% allocate it to decorations.
Rahma bin Muhammad Al Ajmi, a consumer, said that balancing life's demands and managing expenses can be challenging these days, particularly for those who only earn their monthly salary.
She added, “Due to the numerous requirements, the monthly expenses that are set may go beyond half of the salary. Therefore, a balance should be achieved by reducing unnecessary requirements, postponing them, or possibly dividing them for several months to avoid putting a burden on the family.”
Al Ajmi said that the pressure on monthly expenses has increased due to societies failing to catch up with influencers and celebrities on social media, and most of the extra requirements are completely unnecessary and lack validity in advertisements or other temptations.
She explained that companies use Ramadhan as a marketing opportunity to promote their products and services. They create ads that showcase extravagant meals, lavish gifts, and luxurious lifestyles. These ads often create unrealistic expectations and fuel the desire to spend more. Moreover, the pressure to keep up with the latest trends and fashions has led people to spend beyond their means.
“During the Holy Month, it's important to merely buy what you need and avoid storing large quantities of food and drinks that can go to waste, as certain items cannot be stored for long periods and end up being discarded,” she added.
In the same context, shopper Fail Salim Al Busaidi explained, “The month of Ramadhan is a means of changing some bad patterns of consumption and expenditures, and based on what has been firmly established in the minds of many people, is that the month of Ramadhan is a month of generosity. People seem to be more inclined towards hypocrisy in this month, chanting Ramadhan Kareem.”
“In comparison with previous years, the prices of materials have increased significantly. In addition, consumers' appetite for purchasing has been stimulated by the presence of major supermarkets as well as products offered.
Al Busaidi emphasized, “Retailers and vendors offer real sales, promotions, discounts, or vouchers to attract customers and give them the best price by offering cheaper products that encourage consumers to buy goods they do not need. Ten years ago, we were able to buy the same items at 50 RO but this time we're spending twice as much and putting a strain on our families.”
Regarding compulsive buying behavior, Issa Al Nubi, director of marketing and community relations at Gulf College, explained that excessive shopping behavior arises when individuals may feel a constant urge to shop, regardless of their financial ability or the usefulness of the items purchased, often driven by emotional or psychological factors rather than true necessity.
According to Al Nubi, cultural and social factors contribute to shopping addiction during Ramadhan. Al Nubi said that social expectations and customs push people to spend extravagantly on various foods and drinks, whether they are traditional or trendy, pushing them to engage in excessive shopping to meet societal pressures and appear as capable and luxurious.
“Companies use marketing and advertising to entice consumers to purchase more products before and during Ramadhan. Also, special deals and promotions are offered to create a sense of urgency and anxiety, leading individuals to make purchase decisions without much thought. This can result in unnecessary purchases,” he added.
Also highlighted by Al Nubi: Excessive shopping can lead to financial stress and debt, which can eventually lead to bankruptcy. It can also cause psychological stress, leading to feelings of guilt, anxiety, and psychological strain. This is especially true when individuals realize that they lack control over their shopping habits or have difficulty managing their finances after they reach the stage of bankruptcy.
Ramadhan is a time for reflection, and it is crucial to set a budget, practice mindfulness before committing to a purchase, and avoid situations that trigger impulsive behavior, Al Nubi advised.
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