Ramadan is a special month for Muslims, serving not only as a time for deepening faith but also for strengthening connections with family and friends. At the end of Ramadan, the Eid al-Fitr (Lebaran) holiday follows, during which many people return to their hometowns to celebrate with family and relatives.

The period from before Ramadan through to Lebaran significantly influences consumer behavior, leading to surging demand for food, fashion, and household appliances. Therefore, increasing budgets for in-app advertisements on platforms like Tokopedia and Shopee during this time can help drive sales.

This article explains the cultural background of Indonesia’s Ramadan and Lebaran while introducing products that sell well and trends in consumer behavior during this period.

What Are Ramadan and Eid al-Fitr (Lebaran) in Indonesia?

What is Ramadan?

Before discussing what sells during Ramadan, it is important to briefly explain what Ramadan is and how people live during this period.

Ramadan is the Arabic term for the ninth month of the Islamic calendar. While it literally means “September,” it is known as the month of fasting. During Ramadan, healthy adult Muslims fast from sunrise to sunset. Not only is food prohibited, but even drinking water is not allowed.

A Day During Ramadan

Before sunrise, people eat a meal called “sahur,” after which the fast begins.

Life generally continues as usual during Ramadan, with people attending school and going to work. However, many companies adjust working hours to accommodate the altered daily rhythms during Ramadan. In recent years, the number of Indonesians working in Japan has increased, and we have received numerous inquiries at PT. TRICRUISE MARKETING INDONESIA. Companies facing challenges managing Indonesian employees in Japan are encouraged to contact us for assistance.

At sunset, the fast ends, and people eat a meal called “iftar.” Iftar is often a lively occasion shared with family, friends, and colleagues. Many people prepare more extravagant meals than usual or choose to dine out. After the meal, Muslims participate in special communal prayers known as “Tarawih.”

Ramadan and Eid al-Fitr (Lebaran)

Islamic events, including Ramadan, follow the Hijri calendar, which has 354-355 days per year and is about 10 days shorter than the Gregorian calendar. Therefore, the dates of Ramadan shift forward each year.

After Ramadan, Eid al-Fitr—a holiday known as “lebaran” in Indonesia and commonly referred to in Japanese as the “end of fasting festival”—is celebrated.

In Indonesia, many companies and schools grant approximately a week of vacation, including the two days of Lebaran. During this time, people return to their hometowns to celebrate with relatives and enjoy leisure activities.

This period from Ramadan to Lebaran involves numerous gatherings, and combined with the issuance of bonuses known as THR (religious holiday allowances), it significantly boosts consumer spending.

Reference: Brandeis University “Ramadan”

Shopping Trends During Ramadan

With forecasts for Ramadan 2025 shopping trends from Tokopedia and TikTok Shop, this section introduces popular product categories and their backgrounds.

Food and Beverages

Tokopedia: Meat, beverages (tea, coffee), seasonings (sugar, oil)
TikTok Shop: Snacks (dates, pudding), beverages (tea, ginger drinks), cooking ingredients (rice, apple cider vinegar)

From Ramadan through to Lebaran, demand increases for various food and beverage items for the following reasons:

For Gatherings and Gifts

As gatherings with relatives, family, and friends increase, products meant for sharing—such as sweets and tea—sell well. Pineapple cookies known as “nastar” and layered cakes similar to baumkuchen called “kue lapis legit” are standard gifts during Lebaran.

Additionally, more people cook at home during this period, driving demand for spices, essential seasonings, oil, sauces, and meat.

The mention of coffee by Tokopedia reflects recent trends. While sweet instant coffee has long been common, more people now enjoy higher-quality coffee at home, purchasing premium instant coffee or home coffee machines to brew from beans.

Foods for Pre- and Post-Fasting

As many have little time to prepare “sahur” (pre-dawn meal), there is growing demand for easy-to-prepare items like instant noodles, frozen foods, and canned goods.

For “iftar” (post-sunset meal), foods that replenish water, calories, sugar, and salt are popular.

Dates are iconic for iftar. Rich in fiber and minerals and packed with calories, they help replenish energy after fasting. Many Muslims stockpile dates during Ramadan.

As for beverages, sweet syrups mixed with water in flavors like strawberry, melon, or orange are standard.

Apple cider vinegar, mentioned in TikTok Shop’s forecasts, is trending among health-conscious consumers. During Ramadan, attention to health rises, increasing demand for health foods and supplements.

Reference: Radar Malang “6 Produk Ini Paling Dicari di Bulan Ramadhan Hingga Jelang Hari Raya!”

Where Food and Beverages Are Purchased

Compiled by PT. TRICRUISE MARKETING INDONESIA from Katadata “Daftar Produk Laris di TikTok Shop Tokopedia hingga Shopee saat Ramadan”

According to “2025 Ramadan Shopping Behavior,” a survey by Populix of 1,119 respondents, consumers during Ramadan 2025 purchase food and beverages primarily at the following locations:

Convenience stores, markets, and neighborhood shops dominate. Unlike fashion or beauty products, food purchases tend to happen at familiar places.

Where consumers purchase food during Ramadan (multiple answers allowed):

• Convenience stores: 61%
• Markets: 58%
• Neighborhood grocery stores: 43%
• Supermarkets: 39%
• Nearby SMEs: 38%
• E-commerce: 20%
• Hypermarkets: 13%
• Social media: 7%
• Brand official sites: 3%

Household Goods

Tokopedia: Cooking appliances (stoves), cleaning supplies (mops, brushes), multipurpose racks
TikTok Shop: Tissues, dish soap, multipurpose racks

Kitchenware

Among household goods, kitchen items sell particularly well. Popular items include stoves for increased cooking, storage containers for bulk meals, coffee or tea makers, mugs, and dish sets for entertaining family and guests.

Cleaning and Organization

Demand also rises for cleaning supplies and storage products as homes host more visitors. Activities like repainting walls or tending gardens are common during Ramadan.

Muslim Fashion

Tokopedia / TikTok Shop: Prayer items, hijabs, women’s Muslim fashion (dresses, etc.)

With many preferring new clothes for outings during Ramadan and Lebaran, sales of Muslim attire increase. Common items include collarless shirts and caps for men, and long dresses, tunics, hijabs, and scarves for women.

People also often buy new prayer garments during Ramadan, boosting popularity for items like “sarung” (men’s wrap skirts) and “mukena” (women’s prayer outfits).

Beauty and Self-Care

Tokopedia: Hair styling tools (hairdryers), skincare, makeup
TikTok Shop: Nasal and oral care products (mouth sprays), skincare, makeup

Beauty and self-care products also see strong sales heading into Ramadan.

Reasons include increased social gatherings and the desire for self-care items like breath fresheners during fasting.

For Muslims, maintaining appearance during prayer is encouraged (sunnah), which further drives interest in beauty and fashion.

Electronics

Tokopedia: Air conditioners, televisions, kitchen electronics (blenders)
TikTok Shop: Electric gallon water pumps, content creation devices, kitchen electronics (blenders)

Several factors drive electronics sales:

Sales during Ramadan encourage purchases of higher-priced items. Hosting family and friends prompts people to upgrade air conditioners and televisions.

Blenders and electric pumps for large water bottles (gallons) also see increased demand as opportunities to serve guests multiply.

A unique trend on TikTok Shop is content creation devices, as creators upgrade tools to meet rising social media content demand during Ramadan.

Shopping Period and Consumer Behavior During Ramadan

According to Populix, consumer shopping activity peaks from just before Ramadan through the middle of the month, then gradually declines.

In 2025, consumption is expected to rise as usual during Ramadan. However, inflation concerns make consumers more cautious about non-essential purchases, prioritizing food over fashion.

Both online and offline retailers hold numerous sales during this period, prompting consumers to actively seek discount information and time their purchases strategically.

Reference: Katadata “Daftar Produk Laris di TikTok Shop Tokopedia hingga Shopee saat Ramadan”

---

Contact us

Examples of Category-Specific Ramadan Sales and Campaigns in 2025

Food and Beverages

Indomaret
Let’s review Indomaret’s early Ramadan 2025 promotional advertisements.

Image: Indomaret Instagram

Syrups, canned cookies, wafers, and dried dates are featured. These products often pile up near entrances in convenience stores and supermarkets during Ramadan.

LOTTE MART
Lotte Mart holds sales on high-demand items like rice, flour, and meat from before through during Ramadan. They also offer loyalty point promotions, such as “Buy 10 parcels, get 1 free (or buy 5, get 1 free).”

“Parcels” or “hampers” refer to gift sets. Contents vary but supermarket parcels usually include rice, oil, seasonings, and snacks, priced between IDR 65,000 (approx. $4.10) and IDR 375,500 (approx. $23.60)*.

Parcels serve as gifts during Ramadan or Lebaran, brought to homes of relatives, friends, colleagues, or neighbors, or sent by courier.

*Exchange rate approx. 1 USD = 15,900 IDR.

Reference: LOTTE MART Instagram

Household Goods

Dekoruma
Dekoruma, a furniture and interior retailer, runs Ramadan promotions offering up to 80% off furniture, up to IDR 50,000,000 (approx. $3,145)* off custom interiors, discounts on furniture sets, and sales of parcel sets like lunch boxes and cookware.

Reference: Dekoruma

Mr.D.I.Y.
Mr.D.I.Y., popular for its wide range of affordable stationery, electronics, car accessories, and DIY goods, is running a campaign offering an Umrah (minor pilgrimage to Mecca) trip as a prize. Customers who upload receipts from Ramadan purchases of over IDR 50,000 (approx. $3.15)* to the website will be entered into a draw where 10 winners will receive an Umrah tour in July.

Reference: Mr.D.I.Y. “BERKAH RAMADAN BERHADIAH UMRAH!”

*Exchange rate approx. 1 USD = 15,900 IDR.

Beauty and Self-Care

Watsons
In addition to Ramadan sales, some drugstores and beauty retailers host special events.

For example, Watsons will operate a special booth during one week in mid-Ramadan 2025 at Gandaria City Mall in South Jakarta, offering skincare and cosmetics at up to 65% off.

They are also running campaigns where participants can win cosmetics or iPhones through social media applications.

Reference: Watsons Instagram

Scenes from Ramadan Shopping Spots

Promotions at Bustling Markets

Watch Video
This footage shows Jakarta’s Tanah Abang Market, one of Southeast Asia’s largest textile markets. A woman at a women’s fashion shop promotes dresses via TikTok to a crowd of shoppers.

Each year, trends in color, material, and design emerge in Muslim women’s fashion. In 2023-2024, glossy materials and sage tones were in style. For 2025, lace and embroidery materials like those promoted in the video are popular. Layered-look tunics or dresses and wine-red hues are also in trend.

Ramadan Shopping at Discount Supermarkets

Watch Video
This footage captures a discount supermarket in Cirebon, West Java during Ramadan. Shelves are packed with cookies, biscuits, syrups, and large snack packages. The second floor offers a wide array of clothing, including Muslim fashion.

Towards the video’s end, a Ramadan campaign is introduced: customers receive coupons for every IDR 1,000,000 (approx. $63)* spent, entering them in draws for prizes such as motorcycles, refrigerators, and smartphones.

*Exchange rate approx. 1 USD = 15,900 IDR.

---

C2 (Participation in business meetings and purchasing goods): $230
C19 (After-sales service) / C20(Installation and repair of machinery): $300
D2 (Participation in business meetings and purchasing goods (1-year validity)): $380
E23/E24/E25 (Work VISA): $1,500

Indonesian Companies During Ramadan

Working Hours During Ramadan

Many Muslims become busy in the evening preparing for “iftar.” Therefore, some companies shorten lunch breaks and advance working hours so employees can leave earlier.

Lebaran Holidays

The government designates two days for Lebaran holidays. Additional recommended paid leave days typically surround these. For example, in 2025, March 31 (Mon) and April 1 (Tue) are Lebaran holidays, with April 2 (Wed) to April 7 (Mon) designated for recommended paid leave.

Public sector employees are generally off during these recommended days. In the private sector, whether these days are mandatory holidays or optional paid leave varies by company.

Religious Holiday Allowance (THR)

Indonesia’s Pancasila (Five Principles) emphasizes belief in one God, requiring citizens to follow one of six religions. Companies must pay employees religious holiday allowances (THR: Tunjangan Hari Raya) before each religion’s holiday.

Applicable Holidays:

• Islam: Eid al-Fitr (Lebaran)
• Protestantism, Catholicism: Christmas
• Hinduism: Nyepi
• Buddhism: Vesak
• Confucianism: Chinese New Year

Companies must pay THR at least seven days before the relevant holiday. In practice, when most employees are Muslim, THR is often paid to all staff at Lebaran.

THR amount:

• 1 month’s salary for those employed 12 months or more
• (Months worked × monthly salary ÷ 12) for those employed less than 12 months

---

If you have any questions or concerns after reading this article, please ask them below.
We will respond within a couple of days.

How to Work with Indonesians During Ramadan

Though Indonesia has religious diversity, in areas like Jakarta, where people of various backgrounds work together, no special treatment is mandatory for fasting Muslims.

However, as approximately 90% of Indonesians are Muslim, it’s common to work with Muslim subordinates or colleagues even in Jakarta. Keeping the following in mind is advisable:

Do Not Eat in Front of Others

If possible, take lunch in a separate space. Avoid offering food or drinks to those fasting, and refrain from inviting them to smoking areas, as smoking is also prohibited during the fast.

Conversely, after sunset, there are no restrictions, so inviting someone for dinner or offering take-home snacks is acceptable.

Avoid Overburdening

While most Muslims maintain their usual routines, fasting can lead to fatigue or decreased concentration for some. Many rush home after work to join family for iftar, making overtime unreliable.

Special accommodations are not necessary, but it’s wise to avoid overloading schedules and to set earlier deadlines during this period.

Organize a Post-Fasting Gathering

Many companies hold iftar gatherings at the office with games and gift exchanges. Hosting such an event during Ramadan is recommended as a good opportunity to strengthen workplace relationships.

Spotlight on Ramadan-Driven Consumption

In Indonesia, Ramadan is not just a religious event—it significantly impacts the economy. The period from Ramadan to Lebaran boosts demand for food, beverages, kitchenware, and fashion as families gather, with THR payments further fueling consumption.

For companies, understanding these consumption trends and executing effective promotions is key to success.