As a kid, Reem Sayes always loved Christmas lights and seeing how people would decorate their lawns. But when she grew up, got married and had her own home to decorate, she couldn’t find any decorations for her holidays — Eid al-Fitr and Eid al-Adha. She found that she was not alone.
“I thought, let me try to draw something up and send it to a Christmas manufacturer, decoration manufacturer,” Sayes said. That’s when she made her first “Eid mubarak” (blessed Eid) lawn sign. And that’s how she started her brand and ecommerce site, Days of Eid.
Eid al-Fitr is the holiday that marks the end of Ramadan, a holy month in Islam in which Muslims fast from dawn to dusk each day. Eid al-Adha is the second of the two main holidays celebrated in Islam.
She started Days of Eid in May 2016 with a basic website that had a free theme, she said. Sayes said she started noticing growth in 2018, when she developed an indoor decoration to complement the lawn signs, which had sold out. She said Days of Eid was founded to instill self-identity for Muslim children and adults.
“When I first started, I would see the orders, and I would know everyone who ordered,” Sayes said. “Now, I really rarely know the person.”
The average order value at Days of Eid has grown to about $100 leading up to Ramadan and into its first 15 days. The AOV boost is in line with her free shipping cutoff. Shoppers usually try to hit that mark, she said.
“People basically prepare for Ramadan and Eid when they’re preparing for Ramadan,” Sayes said. “Whatever they get for Eid al-Fitr, they usually use for Eid al-Adha. A lot of people don’t even take down their decor. They just keep it up until Eid al-Adha.”
Ramadan and Eid decorations are becoming more mainstream in the US
Sayes said Ramadan and Eid decorations are still growing in popularity outside of party decorations.
Target Corp. has begun offering a Ramadan and Eid al-Fitr assortment, a Target spokesperson told Digital Commerce 360 in an emailed statement. Target ranks No. 5 in the Digital Commerce 360 Top 1000 database. The database ranks the largest North American online retailers by web sales.
“At Target, we recognize the importance of Ramadan as well as Eid al-Fitr to our Muslim team members and guests as a celebration of family and community. This year’s first-time dedicated Ramadan and Eid al-Fitr assortment was created in partnership with our Muslim team member network. It includes arts and crafts, décor and children’s books. This offering builds upon our longstanding commitment to diversity, equity and inclusion and our purpose to help all families discover the joy of everyday life.”
Party City (No. 321 in the Top 1000) also offers Ramadan and Eid decorations and supplies.
For now, Days of Eid remains mostly seasonal
Ramadan, and the days leading up to it, continue to be the biggest sales period for Days of Eid.
Sayes said she likes the seasonal nature of her business but still plans to bring more year-round décor to Days of Eid — giftable items that are not just for Ramadan.
“Once the countdown begins from 90 days [before Ramadan], people get a little frantic and start ordering,” Sayes said. “I really want to expand outside of Ramadan and be a regular home décor brand.”
She said she liked being seasonal when she started Days of Eid because her children were young, and she “really couldn’t commit to working crazy hours all year long. I can rationalize it for a few months, but I did not want to do that year-round.”
Muslims will begin celebrating Eid al-Fitr at sunset on April 20, with the holiday’s main festivities and rituals taking place April 21.
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