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Retailers are embracing Ramadan, and it could be a chance to improve religious literacy in the U.S.

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Ramadan, one of the holiest months in the Islamic calendar, started last week, and Muslims aren’t the only ones who are celebrating this year. Major retailers are embracing the holiday in a new way, offering Ramadan-specific products and goods designed for Muslim consumers.

Target, one of the biggest retailers in the country, is offering its first collection designed around Ramadan and Eid al-Fitr, a holiday that marks the end of Ramadan’s month-long period of fasting, prayer and reflection. Even Party City is getting in on the holiday this year.

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