Indonesians Are Rethinking Ramadan Spending — And Discounts Aren’t the Answer

Ramadan has long been Indonesia’s biggest retail moment of the year, marked by packed shopping malls, aggressive promotions, and millions preparing to travel home for Lebaran.

But in 2026, consumer behaviour appears to be shifting. Rather than simply spending more during the festive period, many Indonesians are approaching Ramadan with a more deliberate mindset — planning purchases earlier, reducing impulse spending, and prioritising meaningful value over deep discounts.

A recent consumer study by marketing consultancy Moonfolks supports this shift. 62% of Indonesians are planning their Ramadan spending earlier this year, while 58% say they are actively reducing impulse purchases.

The findings suggest that Ramadan may be evolving from a traditional sales season into a period where trust, purpose, and thoughtful spending play a larger role in consumer decision-making.

In this new landscape, trust, dignity, and meaningful value are becoming as important as price or promotion.

Intentional Spending Is Becoming the New Ramadan Norm

One of the most significant behavioural shifts identified in the report is the move toward planned and deliberate consumption.

According to the findings:

• 62% of Indonesians are planning their Ramadan spending earlier
• 58% are actively reducing impulse purchases
• 54% prioritise essential purchases while still allowing space for one meaningful reward

Rather than eliminating spending, consumers are simply becoming more selective. Brands that demonstrate empathy, transparency, and long-term value are increasingly preferred over those relying on aggressive discounts or promotional noise.

In this context, the whitepaper suggests that Ramadan is evolving from a traditional “sales season” into what may now be considered a “season of trust.”

Giving Is Still Central to Ramadan — But Now With Clearer Purpose

Ramadan’s tradition of generosity remains strong, but the motivations behind giving are becoming more focused and practical.

Consumers are increasingly interested in accountable and transparent giving, where the impact of their contributions can be clearly seen. The whitepaper highlights a growing preference for local initiatives and community-driven causes.

Digital platforms are also playing a major role in this shift:

• Digital zakat contributions have increased threefold
• Micro-donations have grown by 40%

Rather than large symbolic gestures, smaller but more frequent acts of giving are becoming the preferred way to contribute during Ramadan.

The shift reflects a broader expectation that companies play a supporting role in community initiatives rather than positioning themselves as the main protagonists.

Mudik Is No Longer Just Travel — It’s About Arriving With Dignity

Few traditions capture the spirit of Ramadan and Lebaran in Indonesia as powerfully as mudik, the annual return home.

While the practice has existed for generations and represents one of the largest seasonal migrations in the world, the emotional meaning behind mudik is evolving.

One theme emerging from the research is the growing importance of “dignity” in how people approach mudik in 2026.

Consumers are increasingly investing in how they arrive — whether through automobile down payments, rented gadgets, new outfits, or group purchasing schemes. These behaviours reflect a desire not simply to travel home, but to arrive prepared, confident, and proud.

For brands, this shift highlights an opportunity to support consumers in ways that enhance the emotional significance of the journey rather than simply selling products.

Why “Cheap” Is No Longer Enough

The research also suggests that Indonesians are redefining what “value” means during Ramadan.

Low prices alone are no longer the main driver of purchasing decisions. Instead, consumers are seeking purchases that feel emotionally justified and practically meaningful.

In this sense, Ramadan 2026 is not anti-consumption — it is anti-waste.

Promotions that frame purchases as thoughtful or smart decisions are likely to resonate more strongly than those built around urgency or temptation. Consumers want reassurance that what they buy serves a purpose beyond the moment.

Trust Is Moving From Celebrities to Communities

The findings suggest that influence in the digital economy is increasingly shaped by communities rather than traditional celebrity endorsements.

Rather than relying primarily on celebrity endorsements, consumers are increasingly placing trust in communities and peer networks.

The findings indicate that:

• 40% of shoppers rely on social media, influencers, and online reviews
• 61% of netizens use “send gift” features to support creators they follow

This suggests that shareability within trusted networks is becoming more important than mass visibility. For brands, building credibility inside communities may matter more than chasing viral reach.

From Resilience to Revival: What It Means for Brands

Taken together, these trends reveal three broader shifts in Indonesia’s Ramadan economy.

The whitepaper summarises three core takeaways for brands navigating Ramadan 2026:

1. Revival is subtle, not loud
2. Trust has replaced reach as the real currency
3. Commerce now requires moral and emotional justification

Anish Daryani, Founder and CEO of Moonfolks and one of NewInAsia’s Top 10 Creative Economy Voices in Asia (2025), said the shift reflects how Indonesian consumers are adapting to prolonged economic uncertainty.

“When the going gets tough, the tough get going. That’s the story of Indonesians in Ramadan 2026. Consumers are becoming more thoughtful about the choices they make, and brands need to understand the deeper motivations behind those decisions,” he said.

For companies navigating Ramadan in the years ahead, success may depend less on louder campaigns and more on demonstrating a deeper understanding of the cultural and emotional context shaping consumer behaviour.

Read the Chinese article here.

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