Shoppers are planning ahead, say retailers observing evolving buying patterns.
Dubai: In the early days of the crisis, residents like Aayati Manchanda admitted to grabbing small comforts, such as ice cream, alongside essentials like bottled water and vegetables. “I was trying to think practically, but also I’m human. I need to comfort myself,” she says.
As time passed, priorities shifted. “It was just water, and planning meals for our family. That was the priority,” Manchanda explains.
Retailers note this change reflects a broader trend: a month into the conflict, buying behavior shows less panic and more calculated planning. Consumers are thinking several steps ahead, with shopping patterns revealing not just urgency, but also underlying emotions and practical considerations in navigating uncertainty.
Bigger baskets, fewer trips
One of the clearest signs of changing shopping habits is how residents are filling their carts.
Ankit Manchanda, Assistant Vice President of Growth Strategy at Noon, the e-commerce platform, explains that shoppers are now opting for larger, more deliberate baskets. Orders increasingly include pantry staples, water, and household essentials. This reflects a mindset of efficiency—residents are consolidating purchases to reduce trips, balancing convenience with caution, and staying prepared without veering into panic buying.
The new essentials: Preparedness meets practicality
Practical purchases are leading the way, with kitchen staples and household basics topping the list. At the same time, residents are still adding small comforts—like board games and puzzles—often in the same basket.
Ankit Manchanda, Assistant Vice President of Growth Strategy at Noon, says, “Right now, the top items are bottled water, rice, and first-aid kits. We’re also seeing strong demand for power banks and emergency lights.”
Abu Dhabi-based homemaker Nisha Chaturvedi shares her own approach: a stocked pantry, a charged power bank, and medical supplies. “That’s what we’ve been focusing on lately,” she says.
These choices reflect a mindset where preparedness meets practicality—balancing day-to-day needs with readiness for unexpected events.
Survival and solace in the same basket
While practical purchases like kitchen staples and household essentials dominate, shoppers are still carving out room for comfort and entertainment. Vladislav Kashirin, Product Owner at Fortis, notes that post-Eid demand has shifted from festive clothing, sandals, and abayas toward everyday essentials and small indulgences—a typical trend after holiday shopping peaks.
Ankit Manchanda of Noon adds, “We do see a steady demand for things like board games and puzzles, often in the same basket as practical items.”
This mix reflects a balance between preparation and morale: stocking up to stay safe while keeping a sense of normalcy. Solving a Rubik’s cube or playing board games with family offers distraction and comfort, even amid uncertainty.
Post-Eid shift: from fashion to essentials and self-care
Beyond board games and puzzles, shoppers are also seeking wellness and self-care products, signaling a subtle turn toward personal comfort amid ongoing uncertainty.
Vladislav Kashirin of Fortis explains that the initial surge in abayas, sandals, and clothing leading up to Eid has now cooled. This reflects a familiar seasonal pattern: Ramadan and Eid drive occasion-based purchases—new outfits, accessories, celebratory items—but once the festivities conclude, spending naturally shifts toward everyday essentials and items that support wellbeing.
The trend highlights how regional uncertainty interacts with normal retail cycles, nudging consumers toward practicality while still valuing small comforts.
From urgency to routine: a calmer, more deliberate shopping rhythm
Vladislav Kashirin explains that post-Eid spending reflects a familiar shift: consumers move from occasion-driven purchases—outfits, accessories, and celebratory items—to everyday essentials and small indulgences. Without the pull of events, promotions, and social occasions, shoppers are prioritising practicality, utility, and comfort over display.
This change is also visible in shopping patterns. Whereas Ramadan and Eid typically saw spikes, late-night shopping, and last-minute rushes, retail activity is now more evenly distributed throughout the day. Even with lower overall volumes, the rhythm has become steadier and more deliberate, reflecting a move from urgency to routine.
Early spikes give way to steadier shopping patterns
Vladislav Kashirin notes that transactions now start earlier, around 11 a.m., and continue steadily into the evening. Shoppers are choosing convenience and flexibility, marking a clear shift from urgency-driven spending tied to events toward routine, everyday purchasing. Shopping is becoming part of a regular rhythm rather than a time-sensitive rush.
This shift follows an initial reaction phase. Careem Quik, a rapid-delivery service, reported that in the first days of uncertainty, there was a sharp surge in demand for staples such as rice, pasta, canned goods, and pulses. Since then, demand has largely normalised, reflecting a return to more measured, routine-driven shopping behaviour.
Return to balance in shopping behaviour
After the initial spike in purchases, consumer behaviour is stabilising. Vladislav Kashirin explains that broader purchasing patterns largely mirror traditional Ramadan trends, with no major changes in what or when people buy. Basket sizes are gradually increasing as shoppers plan more deliberately for essentials, rather than resorting to panic buying.
Supply chains keeping pace
Behind the scenes, infrastructure has been holding steady to support this evolving behaviour. Careem reports that its distribution network has operated with planned buffer capacity, while sourcing has been diversified across multiple countries to safeguard product availability, particularly for fresh produce. Even amid complex logistics, the focus remains on continuity, ensuring that overall supply operations remain stable and reliable.
Careem’s operational rhythm
Careem reports that its network experiences two daily peaks in demand: from 7 AM to 11 AM and again from 3 PM to 8 PM. Their operations are structured to consistently meet this pattern, ensuring smooth delivery without disruption.
Balancing caution with normalcy
Consumer behaviour reflects a delicate equilibrium. Shoppers are buying larger baskets of essentials and planning ahead, yet they are still including items for comfort, such as board games and wellness products. This dual approach shows that while preparedness is a priority, people are also striving to maintain a sense of normal life amid uncertainty.
