From pre-dawn meals to post-Iftar shopping sprees, the holy months of Ramadan and Eid-ul-Fitr have fundamentally reshaped consumer habits in Pakistan, with spending on premium Visa cards skyrocketing 80% year-over-year, according to new data released Wednesday.
The Visa Consulting & Analytics (VCA) Retail Spend Monitor reveals a dramatic shift in both when and how Pakistanis spend during the festive season. While total spending rose steadily, the most striking figures emerged from the late-night and early-morning hours.
The ‘Sehri Spike’ and Post-Iftar Rush
In a clear sign of altered daily routines, the data shows that spending between midnight and 4:00 AM—the pre-Sehri period—jumped a staggering 85% compared to non-Ramadan weeks. Similarly, the post-Iftar evening window (9:00 PM to 11:00 PM) saw a 30% increase in transaction activity as families headed out after breaking their fast.
The spending pattern began even before the crescent moon was sighted. In the week preceding Ramadan (Feb. 11-17), food and grocery spending rose 25% as households stocked up for the month ahead. During Ramadan itself, food and dining (25%) and everyday retail (10%) made up the lion’s share of in-store purchases.
Eid Brings the Peak
While the entire month saw elevated activity, the peak came with Eid-ul-Fitr. Between March 16-19, total spending jumped 10% compared to the days just before the festival. Eid-specific retail spending surged 40%, while restaurants and quick-service outlets saw a 15% boost as families celebrated together.
Travel Trends: Last-Minute Getaways
The report also paints a picture of a nation on the move. Outbound travel spending by Pakistani premium cardholders increased 35%, with a notable preference for “longer getaways” of more than three days (accounting for 65% of spending). Modern booking habits were also on display: 70% of trips were booked within just one month of departure, signaling shorter planning lead times.
Top destinations for Pakistani travelers included Saudi Arabia, the UAE, and the UK, with spending to these locations rising 55%.
Inbound tourism also provided a lift, with international visitors—primarily from Saudi Arabia, Canada, Ireland, Turkey, and Italy—increasing their premium card spending in Pakistan by 30% during Ramadan.
A Call to Businesses
Umar S. Khan, Country Manager for Visa in Pakistan & Afghanistan, noted that the data offers a clear roadmap for local merchants.
“The Ramadan and Eid Al-Fitr period saw higher spending across travel and everyday retail categories, reflecting both inbound visitor activity and sustained local spending,” Khan said. “These insights highlight how consumer behavior shifts during key seasonal moments and underscore the opportunity for businesses to respond with more relevant and seamless commerce experiences.”
The VCA Retail Spend Monitor analyzed activity on Visa premium cards (Signature, Infinite, and Ultra High Net Worth categories) between Feb. 20 and March 20, 2026, supplemented by survey-based estimates for other payment methods.
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