Adaptive designs is going to take the industry by storm. Marketing firms will tell you "chuck a christmas hat on your website during the holidays." It is true that the user retention is better when the website presents itself in the light of current events, or even better; in light of remarketing and user past behaviour.
We can start by setting design presets for users based on their geo-location. For example, if a visitor originated from Russia on 7th of January, we can display a Christmas hat layer on the logo to that user on that day. Time of Eid and relevant design response will reduce bounce rate by default to another user segment.

Although tailored and well timed customisation is attractive we must not forget the brand origin and guidelines which oversee the target market in the first place. A degree of freedom goes with a grain of salt.