KARACHI: Digital payments giant Visa has reported a significant rise in consumer spending activity in Pakistan during Ramadan and Eid-ul-Fitr, with overall spending on premium Visa cards increasing by 80% year-on-year, according to its latest Visa Consulting & Analytics Retail Spend Monitor.
May Day Calls for Introspection, New Social Contract Between Workers and Employers
The report highlights shifting consumer behavior during the holy month and festive period, showing increased activity across travel, retail, and food-related categories. Total spending during the Eid period rose by 10%, reflecting heightened consumer demand and seasonal economic activity.
During Ramadan, inbound travel spending in Pakistan increased by 30%, with visitors from countries including Saudi Arabia, Canada, Ireland, Turkey, and Italy contributing to higher card usage. Outbound travel from Pakistan also recorded a 35% increase, with popular destinations including Saudi Arabia, the United Arab Emirates, and the United Kingdom showing a 55% rise in spending.
The report noted distinct changes in spending behavior during Ramadan. In the week preceding the month, food and grocery purchases rose by 25%, while during Ramadan itself, retail spending increased by 10% and food and dining by 25%. Late-night transactions also surged, with post-Iftar spending between 9 pm and 11 pm rising by 30%, while pre-Sehri spending between midnight and 4 am increased by 85% compared to non-Ramadan periods.
Spending peaked around Eid-ul-Fitr, with total transactions rising 10% between March 16–19 compared to the preceding period. Food and quick-service restaurant spending increased by 15%, while retail spending surged by 40% during Eid days.
Visa Pakistan and Afghanistan Country Manager Umar S. Khan said the data reflects stronger consumer activity across travel and retail sectors during seasonal periods, adding that businesses can use such insights to better tailor customer experiences.
Visa’s SVP and Head of Visa Consulting & Analytics for CEMEA, Nicolas Khoury, said the findings help illustrate how consumer spending patterns shift during Ramadan and Eid, supporting merchants and financial institutions in designing more relevant offerings.
The report is based on Visa Consulting & Analytics’ Retail Spend Monitor, which analyses aggregated transaction data and survey-based estimates across multiple payment methods.
