Aidilfitri shopping starts at 2am


MALAYSIANS, Indonesians and Singaporeans have been showing unique online shopping trends during the month of Ramadhan this year.

A recent survey conducted by iPrice Group Sdn Bhd that was derived by analysing billions of product catalogues and sessions on the iPrice platform showed Malaysian consumers shop online as early as 2am and 4am during the fasting month.

A similar trend is seen among Indonesians, whose online shopping activities peak again at 10am, with Malaysians surging at noon.

Meanwhile, the survey revealed that Singaporeans start logging on to their favourite online shopping platforms as early as 5am. Their peak hours are also during lunch break and after the Tarawih prayer around 9pm until 11pm.

“As we are getting closer to Hari Raya Aidilfitri celebrations, a variety of promotions and offers have been boosting online shopping sales.

“People have started their online shopping journey at the beginning of the fasting period. The most notable shift we noticed was in the early morning before sunrise, when shopping sessions peaked.

“For one, this potentially indicates that consumers are likely to search more thoroughly for products and best deals before making a purchase for their religious activities during Ramadhan or for Aidilfitri celebrations,” the survey said.

Additionally, it noted that while Muslims fast the entire day from dawn to dusk, they also focus on cherished time with family, refreshing spiritual awareness and delicious food when they break their fast.

“With so much to look forward to during the holy month, people are getting excited and are preparing long before the holiday begins,” it added.

According to the research by iPrice, apart from gearing up for the festivities, consumers in Malaysia, Indonesia and Singapore are still actively searching for non-essential lifestyle items.

It added that data from Janio Asia revealed that Malaysians are an occasion-driven community, and Ramadhan is one of the peak seasons for modest wear.

As a result, searches for baju Melayu have seen a 4,241% increase among Malaysians this year compared to Ramadhan in 2020.

“With Ramadhan being a sacred period, Muslims are inclined to look more presentable with nice clothing and flawless skin in time for the festivities,” it noted.

In contrast, Indonesians and Singaporeans are more likely to purchase food and drinks online, such as cookies, coffee, dates, syrups and bottled drinks, among others.

“This can potentially be an indication that these snacks are essential for family and guests during virtual or small gatherings,” the survey stated.

Meanwhile, as most shopping platforms are equipped with official mobile apps, this has encouraged most people to shop with little to no limitations, anytime and anywhere.

With increased online consumption, iPrice noticed that consumers simply pull out their smartphones to purchase items online.

Advertisements, push notifications and reminders from mobile shopping apps drove mobile phones to be the most used device for consumers in Indonesia (93%), Malaysia (68%) and Singapore (55%) to shop online within the first two weeks of Ramadhan.

By comparison, the usage of desktops was at 43% in Singapore, 31% in Malaysia, and 6.41% in Indonesia.

The survey pointed out that this proves that the mobility and convenience of mobile transactions eclipsed tablet and desktop usage.