Retailers defend promotions

Dubai: While Ramadan is observed as the month of inward contemplation, spirituality and self-discipline, the increased consumption levels and special discounts that lure shoppers have thrown a shadow of commercialism on the fasting month.

Though Ramadan inspires moderation and discipline, worshippers are overwhelmed with advertisements, raffle draws, valuable prizes, and a host of activities after sunset.

Retailers see no conflict between commercialism and spirituality.

"Everything is commercial," said Fadia Mkarem, Megal Mall Project Manager, one of the Sharjah Ramadan Festival sponsors.

"People buy special foods in Ramadan and they support retailers to do business."

Others call for a balance between worldly matters and worship duties.

"It is the month of spirituality and people do ibada [worship] but during Ramadan certain products are in demand and it is followed by Eid and back-to-school season so people have to buy," said Fatma Al Shamsi, Deputy Director of the Economic and Public Relations section at the Sharjah Economic Development Department (SEDD).

Time management

"People have to arrange their time between shopping and worshiping," she added.

For some, that Ramadan gathering of families and friends necessitates purchases and commercial activity.

"Ramadan is a month of reading the Quran and Islamic awareness, but we don't close the commercial factor because people naturally want to buy in this time as they celebrate with their loved ones," said Mohammad Ahmad Amin, General Manager of the Sharjah Chamber of Commerce and Industry (SCCI) and festival organiser. "There is the spiritual but it is overtaken by the commercial."

Economic activity corresponds to the culture of Ramadan in each country, noted Hassan Abdulla Al Bel Ghouni, Head of Public Relations at the Sharjah Islamic Bank, another festival sponsor.

"In any community Ramadan has a special feel and the culture of that society has special practices like traditional foods or majlis," he said. "These require corresponding economic activity in restaurants, for example."

He disagrees that Ramadan has become a commercial phenomenon in the UAE. "Purchases are related to the culture of Ramadan: you provide food to those who are fasting, you create mawa'id Ramadan [Ramadan feasts], you buy Eid clothes, you give to the poor," he said.