The Season of Spending and Why Brands Must Stay Visible 

When the day’s fast comes to an end and families reunite over a hearty meal, the spirit of Ramadan fills the air. This is a time of reflection, togetherness—and, for businesses, a moment to capitalize on the heightened consumer spending and activity. Ramadan in Indonesia goes beyond just the religious observances; it’s a season where shopping, gifting, and celebrations define the rhythm of daily life, and knowing when to engage with consumers is key for any brand looking to make an impact. 

Increased Consumer Spending During Ramadan 

Ramadan brings families closer, with the preparations for Eid becoming a central focus. The excitement of shopping, the search for special gifts, and the joy of reunion all combine to drive an undeniable surge in consumer spending. Whether it’s buying new clothes for family gatherings, stocking up on festive foods, or looking for the perfect Eid gift, consumer habits evolve during this sacred month. 

Jakpat’s Ramadan Survey paints a clear picture of the spending habits during this period: 

Even with the increase in spending, economic pressures are still shaping how people shop. For middle-class consumers, finding good deals becomes essential. Research from GLI highlights that discounts, budget-friendly options, and bundled promotions are in high demand during this season of heightened expenses. 

Consumer Behavior Shifts: Online and Offline Trends  

What’s particularly interesting this year is the significant shift toward online shopping. As people search for the best deals, e-commerce platforms are seeing a surge in traffic—up to 30%. In particular, products like makeup, skincare, and fashion accessories are flying off the virtual shelves. Telkomsel’s 2024 Ramadan survey also revealed some fascinating behavioral shifts: 

• A notable increase in online shopping, especially among younger, middle-upper-class consumers. 

• A 20% rise in gaming and streaming activity—this is the season when digital entertainment thrives. 

• Promo-hunting is at an all-time high, with a 26% increase in people searching for deals. 

• Peak online engagement happens from 12:30 PM to midnight, with the highest activity spiking from 6:00 PM to midnight. 

Furthermore, e-commerce platforms experience traffic surges of up to 152% in the early morning (3-6 AM) and 12% between 11 AM-6 PM. Online delivery services also see increased demand, with 42% of consumers planning to use them more frequently during Ramadan. 

The digital shift doesn’t mean that offline shopping is losing its importance. Ramadan remains a time for personal connections—family gatherings, charity events, and communal celebrations. Even as more people shop online, offline activities continue to see a rise: 

• Charitable donations are up 25%. 

• Family gatherings around home-cooked meals have increased by 40%. 

• Attendance at religious and community events has risen by 20%. 

• Domestic travel is on the rise, with Bandung being a popular destination. 

Media Consumption Behavior During Ramadan  

During Ramadan, media consumption patterns change, reflecting people’s altered routines. Social media platforms and YouTube are now the go-to sources for content, with traditional TV seeing a slight dip in viewership. Three out of four Muslims continue to consume media regularly, but their preferences have shifted toward digital content. Instagram, national TV, and YouTube stand out as key players during Ramadan. 

Type of Media Used During Ramadan 

Interestingly, while digital media consumption peaks during the day, viewership spikes during suhoor and iftar, especially for platforms like Instagram and national TV channels. YouTube sees a surge in the daytime as users turn to it for entertainment and information. 

Media access during 2024 Ramadan 

 

“Understanding consumer engagement patterns can help brands make a significant impact during mid-Ramadan shopping peaks and the final rush before Eid.” 

 

Why It Matters: Staying Visible During Ramadan  

During Ramadan, brands must ensure they stay visible to remain relevant, especially as consumer spending and digital engagement experience a significant rise. Key moments in consumer behavior, such as the early period of inspiration, mid-Ramadan shopping peaks, and the final rush before Eid, are crucial for understanding when consumers are most active and engaged.  

By recognizing these shifts, brands can effectively tailor their strategies to capture the attention of their target audience at the right time. This approach allows brands to boost awareness, influence purchasing intent, and maximize opportunities throughout the entire Ramadan season. 

 

Sources: 

“TikTok Ramadan 2025”, TikTok, 2025 

“Consumer Behavior of 2024 Ramadan & Eid – 2024 Jakpat Survey Report”, Jakpat, 2024 

“Telkomsel Ramadan Insight 2024”, Telkomsel, 2024 

“Ramadan 2024: Connectivity, Media Consumption, and Delivery Dynamic”, Populix, 2024 

“10 Perilaku Konsumen Bulan Ramadan yang Harus Diperhatikan Marketer”, Glints, 2024 

“From Fast to Feast: Indonesian Consumer Behavior During Ramadhan”, Think With Google, 2016 

“Understanding Consumer Behavior Changes During Ramadan”, Skytree, 2023 

“Consumer Behavior During Ramadan”, Global Loyalty Indonesia, 2023