Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Low Lai Chow

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Timing will be of the essence for brands looking to reach shoppers this Ramadan.

Recent research from Bangalore-based mobile tech company InMobi indicates a dramatic rise in impulsive shopping, as 79% of consumers in Indonesia intend to make their purchases only during Ramadan itself. This is a huge shift from the previous year, where a comparatively conservative 33% planned to purchase only during Ramadan.

“There’s a shift in terms of where things are moving, and it means that brands should be talking to consumers the entire month, not just plan one or two weeks of shopping frenzy,” said Narayan Murthy...

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