Ramadan, the ninth month of the Islamic calendar, is considered the holiest month for Muslims around the world. It is also a much-awaited month in the world’s most populous Muslim-majority country, Indonesia. Around 87 percent of
celebrate the holy month of Ramadan through a period of fasting from sunrise to sunset, as well as abstaining from other worldly pleasures such as smoking, gossiping, and engaging in sexual activities. For most observant Muslims, this is the month of spiritual reflection, prayer, charity, and other good deeds. After a month of fasting, Muslims celebrate Eid al-Fitr festival on the first three days of Shawwal, the tenth month in the Islamic calendar.
How is Ramadan celebrated in Indonesia?
Ramadan falls on a different date every year, typically eleven days earlier than the previous year, following the lunar cycle. In 2024, Ramadan took place between March 10th and April 9th. Muslims in Indonesia mark the start of the holy month of Ramadan in various ways, such as visiting the graves of ancestors to pay respects and sharing communal feasts. This largely depends on the region they live in and the cultural heritage that belongs to it. The practice of
bukber, which stands for
buka bersama or breaking of the fast together with friends and family out of home, is also one of the most anticipated Ramadan traditions among Muslims in Indonesia. It is one of the
most popular outdoor activities during Ramadan after religious activities in mosques.
Almost every Muslim in Indonesia considers Ramadan as an opportunity to spend time with their family. For those living far away from their relatives, traveling to their hometowns and villages towards the end of Ramadan to celebrate Eid al-Fitr is an important part of their Ramadan traditions. A recent survey showed that about half of
Muslims in Indonesia plan to travel during Ramadan and Eid al-Fitr, and some online travel agencies usually become the most
preferred booking method for travel tickets during this period.
Consumer behavior trends during Ramadan
This festive season presents a unique opportunity for brands in Indonesia as many consumers are willing to spend more money on essentials for Ramadan and Eid al-Fitr. All employees in the country receive a 13th-month bonus, commonly referred to as
Tunjangan Hari Raya (THR) during Ramadan, increasing their disposable income and providing financial relief. A recent survey found that more than half of
Indonesian consumers intended to use their THR allowance for shopping. Clothes were among the
main items they want to buy during Ramadan shopping this year. However, the
current inflation affecting the country may cause many consumers to scale back their spending for this year’s Ramadan and Eid festivities.
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