Consumer behavior during Ramadan undergoes distinct changes throughout the month, which can be divided into four stages. Pre-Ramadan is a period of preparation and anticipation, with an emphasis on spirituality and festive preparations. The first half of Ramadan is characterized by mindfulness and fasting, with increased time spent online and interest in religious content. The second half of Ramadan focuses on preparations for Eid festivities, with increased searches for gifts and special offers. Eid is a time of celebration and spending time with family and friends.