Ramadan and Eid on Social: Plan the Comments, Not Just the Posts
Ramadan brings some of the busiest weeks of the year for brands in the Gulf and South Asia. Most plans cover the posts. The ones that win also plan for the comments.
For brands selling across the Gulf, Pakistan, India and beyond, Ramadan and Eid are among the most important weeks of the year. Shopping habits shift, evenings get busier, and Eid gifting creates real deadlines. A good plan covers what you post, when people are online, and who answers when the comments arrive.
The plan, week by week
Six weeks before
Decide your offers, gift sets and delivery cutoffs. Shoot content early, because production gets harder once Ramadan begins. Write your saved replies for the questions you know are coming.
The first two weeks of Ramadan
Lead with warmth and usefulness: greetings, gifting ideas, behind the scenes. Keep the hard selling gentle.
The last ten days
Eid gifting takes over. Make delivery cutoffs impossible to miss, in posts, stories, captions and pinned comments.
Eid
Celebrate with your audience and thank your customers. Keep a smaller team on for the comments, because Eid brings plenty of questions about late parcels.
The week after
Share customer photos, answer the post Eid questions and review what worked.
Test your evening windows
Daily routines change during Ramadan, and so does when your audience scrolls. Many brands see more activity in the evening and late at night, but your audience may differ. Test a few windows in the first week rather than relying on last year’s assumptions. Our guide to finding your best time to post explains how to run the test.
Announce delivery cutoffs early and often
Nothing creates angry comments faster than an Eid gift that arrives after Eid. Publish your last order dates for each city or country, repeat them in the final ten days, and reply to “will it arrive before Eid?” with a clear yes or no.
Eid Mubarak in advance! For delivery before Eid in Dubai, order by the date in our pinned post. After that, we’ll deliver as soon as we’re back.
Staff for the comment rush
Busy weeks mean more comments: buyers, gift questions and delivery complaints. Book cover for evenings and the last ten days, and agree who handles urgent complaints. Our moderation playbook covers how to set that up.
Be respectful
Keep imagery and copy respectful of the month. Avoid food heavy posts timed for fasting hours, and keep humour gentle.
How Schedulely helps
Schedulely lets you schedule the whole month on one calendar for Instagram and X, so late night posts go out on the minute without anyone staying up. When the comments arrive, every one is labelled, so gift questions and delivery complaints don’t get lost. See the calendar.
Frequently asked questions
When should brands start planning for Ramadan?
About six weeks before: decide offers and delivery cutoffs, shoot content early and write saved replies for common questions.
What time should I post during Ramadan?
Routines change, so test a few evening and late night windows in the first week and follow your own results rather than general advice.
How do I avoid Eid delivery complaints?
Publish clear last order dates for each location, repeat them often in the last ten days, and answer delivery questions with a clear yes or no.
