In Ramadan and Eid al-Fitr 2023, Jakpat, published a series of survey results to see the habits and behavior of Muslim consumers during this moment. In part 3 of the report entitled “Iftar Gathering, Shopping, and Eid Fashion Style“, Jakpat presents data from 1365 Muslim respondents, both male and female, from various regions in Indonesia. The age of respondents are ranging from 15 to 49 years. The report highlights respondents’ shopping habits during Ramadan, including buying new clothes. In addition, it will also discuss about one of the events that many people are waiting for this month, namely breaking the fast together or popularly called bukber.
Bukber in Private Homes
In Indonesia, breaking the fast together (bukber) is one of the things to look forward to in Ramadan. Many Muslims plan several bukber during the month; one with extended family, one with elementary school friends, junior high school friends, high school friends, college, coworkers, and others. However, this trend had dropped in several years during the pandemic and began to rise again last year.
“Along with the pandemic trend that continues to decline in 2023, the proportion of people who are interested in participating in bukber increases when compared to 2022 data. It’s just that at the same time, people’s purchasing power is still affected by inflation conditions or layoffs since 2022, so it can be seen that this year the trend of bukber in private homes has increased, while the trend of bukber in hotels, restaurants in malls, or outdoor restaurants has decreased.” According to Aska Primardi, Head of Research Jakpat.
This year, more than 50% of people attended iftar gatherings in private homes. Iftar at hotels accounted for only 7%, decreased at about 5% from last year. “After we dig deeper, it turns out that this is related to the budget for bukber, where the average budget is still lower than the price of bukber packages at hotels,” Aska added.
Buying New Clothes Online
In the second week of Ramadan 2023, 7 out of 10 respondents plan or even have bought new clothes for Eid al-Fitr celebrations. The majority of respondents bought 2 pieces of clothes with an average budget of IDR 178,675 per piece. For them, it turns out that buying new clothes is quite important. Unlike the case with respondents who plan to wear old clothes for Eid al-Fitr, where around 80% consider buying new clothes is less or even unimportant.
Although the pandemic-related situation is more under control this year, respondents do not necessarily switch to offline shopping at malls, stores, or markets. Shopping online is still the choice for more than half of respondents who plan to buy clothes or other fashion products, with Shopee being the most popular place to buy clothes. Tokopedia and Lazada were also used by some respondents to buy some complementary items, such as shoes, hijab, or peci; although most still also choose Shopee to shop for these needs.
But if we talk about food products, most of the people still choose to buy them directly from stores, supermarkets, markets, and so on. Including buying cakes and cookies that are currently popular on social media platforms and e-commerce too.
Get the details on our report here.