Standing in a supermarket queue to buy household needs is unbearable in the days before Ramadan. Lines increase in length, and shops crowd with loaded carts, in a buying rush that takes Egyptians by storm. And, although Muslims are required to abstain from food, drink, smoke, and sex from dawn till sunset for 30 days of the holy month, somewhat paradoxically, consumption drastically increases. In fact, regretfully Ramadan has become the month of highest consumption throughout the Muslim world. The holy month is synonymous with lavish spending, as Muslims are drugged by chasing commercials. Ramadan and food To compensate for the increased market demands, certain usual business habits characterize Ramadan's preparation. Food factories work with full capacity and most supermarkets provide special offers for certain products, to further increase selling. That's apart from the almost daily family gatherings, which are another way to spend more and more on luxury. As a result, price hikes have also become a standard attribute of the holy month in Egypt. And despite the government promises to stabilize market prices, the Egyptian economy goes into a loop of inflation and recession. Hence, the price increases. Egypt noticed a new trend this year when a famous retail chain offered food supplies on installments, claiming this method makes necessary purchases more feasible. Ramadan and Television In Ramadan, people's lifestyle changes and the TV becomes a virtual member of the family. Ramadan is, therefore, appropriately regarded as the most important time of the year for TV channels' advertisement revenues. Fierce competition takes place between channels, as families routinely gather in the evenings to watch big-budget dramas and comedies. Some argue, for example, there are 150 TV series produced in Egypt this season alone, totaling a production value of LE750 million. Seventy other TV shows are produced with another LE50 million. Some analysts argue Egypt is one of the fastest-growing advertising markets in the world. Companies target consumers in a way very similar to advertising campaigns during holiday seasons in the West. Because of the increased TV series supply and advertising activity, the holy month alone claims 25 percent of the yearly revenue for some TV channels. This may be the reason Tarek Nour, owner of an advertising agency, launched his TV channel “Cairo and People” last year to broadcast only in Ramadan. Ramadan, spirituality and charity Many people fear that, between high food consumption and gathering every night to watch TV, Ramadan may be lost in essence. However, a simple walk through the streets of Cairo after iftar, at the time of Taraweeh prayers, may prove otherwise. While youth race to finish reading the full Quran, others race to perform excess prayers or engage in charity activities. Charity is yet another main aspect of Ramadan. It comes in the form of tents packed with food for people to have free iftar every day, or collected donations by philanthropists. The individuals then buy as much of the traditional food supply as their collection coffers allow and distribute them freely among the poor in slums and distant governorates. The allocations come in a package that's been known as the “Ramadan Bag.” The “Bag” is intended to be sufficient for an average family for the 30 days of Ramadan with the basics of day-to-day meals, such as sugar, rice, oil, and legumes. Though such forms of charity are a way to help the poor enjoy the month as much as the others, price increases limit the quantity or the quality of the bags. Ironically, as well, the charity campaigns assist in nationwide prices hikes. With all these different forms of consuming, some people describe Ramadan as 30 continuous days of festive Christmas Eves, with all its giving, sharing, and, of course, consuming.
