Indonesia: Ramadan shopping trends in 2022
How are Indonesians planning to use their Tunjangan Hari Raya (THR) this year?
Latest research from YouGov RealTime Omnibus show that over two-thirds (70%) of Indonesians, who are currently working full-time and eligible for THR, plan to spend at least some portion of their 2022 statutory allowance on shopping. More than half (57%) also say they will save some of their THR, while almost one-third of Indonesians plan to use part of their THR for donations / zakat fitrah (32%) or investments (31%).
Segmenting by generation reveals that Gen X (born 1965-1980) is more likely than other birth cohorts to use some of their THR to shop this year (77%), whereas Gen Z (born 1997-2009) is less likely to (62%).
What are Indonesians planning to spend their THR on this year?
Among Indonesians who are planning to spend some of their THR on shopping, more than four-fifths (81%) say they will buy clothes and apparel – in line with the tradition of donning new clothes on Hari Raya Puasa/Aidilfitri or Eid al-Fitr, a day after Ramadan. Almost two-thirds (62%) also intend to buy household items – such as washing detergent and cooking oil.
Additionally, 41% intend to buy footwear with their THR, while 30% are planning to purchase personal care / beauty products. Meanwhile, around a quarter are thinking of buying fashion accessories (27%) – such as hats, jewelry and bags – and furniture (24%) with their THR.
Across both genders, clothes and apparel (male 82% vs female 79%) is the most popular category, followed by household items (male 66% vs female 61%). Among men, footwear (39%) took third place, ahead of furniture (24%) and fashion accessories (23%) in the top five. But among women, personal care / beauty products (49%) took third place, ahead of footwear (44%) and fashion accessories (33%).
Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 10 March 2022, with a nationally representative sample of 2120 adults in Indonesia (aged 18+ years) of Malay ethnicity, using a questionnaire designed by YouGov. Data figures have been weighted by gender, age, socioeconomic class, city tier to be representative of the adult Indonesian online population (18 years or older) of Malay ethnicity, and reflect the latest Indonesian Bureau of Statistics (BPS) population estimates. Learn more about YouGov RealTime Omnibus.
Read YouGov's latest research on Ramadan 2022 advertising awareness, shopping and donation trends:
Ramadan ad awareness – which brands' Ramadan adverts have caught the most consumer attention in Indonesia and Malaysia?
Ramadan shopping trends – what are consumers planning to buy during this festive period in Indonesia and Malaysia?
Ramadan donations trends – how are Indonesians and Malaysians planning to donate during Ramadan 2022?