Even Though They Are Not Fasting, 88 Percent Of The Community Cares For Expenditure Plans During Ramadan 2023

Illustration (Photo: Doc. Ministry of Finance)

JAKARTA Global advertising company, The Trade Desk, said that as many as 88 percent of Indonesians plan to shop online during Ramadan to meet their needs during worship.

This was revealed after conducting research on more than 2,000 residents in various regions of the country.

General Manager of The Trade Desk Indonesia Purnomo Kristanto said this survey shows that millennial women are expected to shop the most online.

"In choosing online shopping platforms, millennial women will tend to pay more attention to promotional and price aspects, and the products that will be spent more are cosmetic and perfume, health and fashion products," he said in a press statement on Friday, January 13.

Purnomo explained, on the other hand, millennial men will prefer practical and fast online shopping platforms.

They are expected to shop more for spiritual needs and digital products. Meanwhile, Gen Z consumers will shop more for health products and personal care, as well as cosmetics and perfume, compared to the general public," he said.

According to Purnomo, there are opportunities for brands to reach their consumers through relevant messages at the right time.

As many as 53 percent of Indonesians plan to use their THR during Ramadan rather than saving it. We estimate that online shopping activities like this are expected to peak at 710 days before Eid al-Fitr", he said.

On the same occasion, Tokopedia VP of Advertising Solutions Alfredo Setiabudi revealed that his party has prepared a special program to spur business performance in the upcoming Ramadan.

"We present our biggest Ramadan campaign to create an unforgettable experience for customers while at the same time encouraging the growth of MSMEs that are present on the Tokopedia platform," he said.

Alfredo said there were several categories of items that became prima donna during the holy month period, such as food and beverages, fashion, and households.

He also explained that the presence of a number of startup companies in the transportation sector (Gojek and Grab) increasingly brought benefits in expanding market penetration.

"Still from the same survey, 1 in 4 people in Indonesia will order food through online delivery applications. This clearly has a positive impact on the movement of the national economy," he concluded.