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It is a time for family, friends and, most importantly, faith - but as British Muslim's get ready to mark Ramadan, which starts next Tuesday, there are calls for retailers to wake up to the untapped opportunity the Islamic holy month represents for the UK economy.
Miqdaad Versi, the Muslim Council of Britain's Assistant Secretary General, believes "the month isn't necessarily understood" by shops and stores in Britain.
Muslims - Consumers - Anyone - Ramadan
"Muslims are consumers like anyone else and spend more during Ramadan," he said.
"If there are Muslims who are out there who want to find something but can't, if you are able to cater to those needs you'll make the money.
Boost - Country - Retailers - That
"That economic boost is great for this country and great for all the retailers who benefit from that."
Ramadan - Economy - £200m - UK - People
It is estimated the Ramadan economy is worth more than £200m in the UK and almost 4 million people will be marking it.
But, according to a study by Islamic marketing consultancy Ogilvynoor, more than three-quarters of British Muslims (78%) would like retailers to pay more attention to their specific needs.
Samia - Bashir - London - Family
Samia Bashir lives in London with her young family.
At this time of year, there is a lot for her to shop for.
Gifts - Food
She has Eid gifts to buy but before that she is stocking up on food.
While Ramadan involves fasting...
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