Hijri New Year 2025 in Dubai:
Cultural Insights for Brands

The holiday falls in the middle of summer — a season marked by extremely hot weather in the UAE. In 2025, meteorologists forecast daytime temperatures between 40–44°C, which limits outdoor activities but significantly boosts interest in digital content and e-commerce platforms.

The three-day break encourages consumers to:

• book short getaways, including local staycations,

• shop online,

• visit shopping malls (thanks to air-conditioned environments),

• increased activity in social networks, where the role of SMM as a tool for interacting with the audience through stories, local initiatives and native content is noticeably increasing.

According to Google MENA data from 2024, the average time UAE users spend in digital environments during holidays increases by 38%. Engagement is especially high with short-form videos and live events.

The Hijri New Year is not a time for bold calls to action, but rather a moment for reflection, care, and respectful dialogue between brands and consumers. Within Muslim culture, especially in cosmopolitan centres like Dubai, any digital initiative must be fine-tuned not only to the target audience, but also to religious values ​​and societal expectations.

What does this mean in practice?
First, brands should move away from the familiar paradigm of “discounts-promotions-special offers” and embrace value-driven storytelling. Content should center around themes that resonate with Muslim audiences: new beginnings, the importance of family, care for others, and inner renewal. This could take the form of a video, a series of social media posts, or a native article in which the brand acts as a thoughtful companion and partner during a time of reflection.

Second, design-led solutions should reflect the aesthetic of the occasion. This could include a dedicated landing page featuring:

• A monochromatic or nature-inspired color palette (gold, white, warm sand tones);
• Arabic typography or calligraphic elements;
• Illustrations based on Islamic geometric patterns;
• Responsive UI/UX design optimized for mobile-first behavior common in the GCC region.

Such pages can function as emotional and informational hubs, where users feel that the brand understands their values and “speaks their language” - not just literally, but culturally.

The third direction involves limited-edition gifting initiatives, presented not as “sales,” but as thoughtful gestures. For example:

• Deliveries with personalized greetings,
• Free gift wrapping in traditional designs,
• Digital cards with well-wishes to share with friends,
• Collaborations with local artisans (handmade items, natural goods, etc.).

This approach not only increases conversion, but also deepens emotional engagement, which over time positively impacts NPS, repeat purchases, and organic reach.

Crucially, a digital-first strategy should not feel artificially localized. Audiences can tell when a brand acts with genuine intention and cultural sensitivity. Therefore, the role of an agency is not merely to create a banner or offer, but to design a complete content architecture for the campaign - aligned with the cultural calendar, media consumption habits, and behavioral patterns of the audience during this period.

The UAE audience is multilingual. It’s important to develop creatives in both Arabic and English, while also considering the large South Asian expat community. Geo targeting - especially in cities like Dubai, Abu Dhabi, and Sharjah - allows for highly focused ad delivery to users searching for:

• Discounts on staycation packages;
• Religious items (such as calendars, prayer rugs, traditional sweets);
• Gifts for loved ones.

Tools like Google Performance Max and Meta Advantage+, when tailored to specific occasions, can be especially effective.

Such campaigns are particularly relevant during periods when people are more focused on home, family, and meaningful connections. It's essential to communicate in a respectful and thoughtful manner - using content that fosters an atmosphere of care, cultural sensitivity, and quiet relevance. With the right formats and tone, a brand can be present and resonant without overstepping boundaries.

Companies, including those in the premium segment, should approach communication with respect for Arab cultural traditions.

Examples of relevant initiatives might include:

• A luxury brand releasing a limited-edition fragrance or accessory line featuring Hijri-inspired patterns,
• A restaurant offering a special menu inspired by Arabic cuisine for three days,
• Charitable campaigns launched in honor of the holiday.

Such initiatives reflect an effort to acknowledge cultural context and to communicate with respect and sensitivity.

UAE media outlets are already reporting on the official public holiday status. Mentions are appearing in publications such as Gulf News, The National, Khaleej Times, as well as on Telegram and LinkedIn channels of prominent Arab digital influencers. This presents an opportunity for branded participation, including:

• Preparing press releases,
• Collaborating with local bloggers,
• Launching native articles in regional media that explain the company’s culturally sensitive approach.

Key Considerations for Campaign Launches

• Cultural Literacy: Even seemingly neutral visuals may be inappropriate—use of Islamic symbols should be reviewed with legal counsel familiar with local regulations.

• Demand Trends: According to Statista, online sales in the UAE increased by 19% during religious holidays in 2024. With offline retail stagnating, this represents a significant opportunity for e-commerce brands.

• Technical Readiness: For flash-sale campaigns, it’s crucial to stress-test servers in advance to avoid downtime during peak traffic moments.