While online shopping has become an integral part of daily life in Indonesia, a somewhat surprising survey result has been released: “Indonesian Muslims prefer to shop at convenience stores during Ramadan.” This article presents the details of this survey and explores the background behind the findings.

Shopping During Ramadan in Numbers: Indonesian Consumer Trends

60% of Muslims Responded, “I Prefer Shopping at Convenience Stores During Ramadan”

In January of this year, research firm Populix conducted a survey targeting 1,022 Indonesian Muslims, asking, “Where do you prefer to purchase necessities during Ramadan?” The most selected answer was “mini-markets and convenience stores,” chosen by 60% of respondents.

The findings also revealed that shopping at physical (offline) retail locations—including not only convenience stores, but also supermarkets, traditional markets, and neighborhood stores—was more favored than online shopping. The detailed results are as follows:

[Preferred Places to Shop for Ramadan Necessities] – 2024, Multiple Answers Allowed

• Mini-markets / Convenience stores: 60%
• Supermarkets: 53%
• Traditional markets: 50%
• Neighborhood stores: 45%
• E-commerce platforms: 37%
• Malls / Shopping centers: 34%
• Social media platforms: 12%
• WhatsApp: 7%

Source: databoks – “Warga Muslim RI Lebih Suka Belanja Kebutuhan Ramadhan di Toko Offline”

Why Offline Shopping is Preferred During Ramadan

Among the key “Ramadan necessities” are food and beverages. Especially for sahur—the pre-dawn meal taken before fasting begins—easy preparation is essential, making instant foods and canned goods particularly popular.

Additionally, many people cook in larger quantities than usual during this time—to distribute meals to relatives and neighbors, for sales purposes, or to host guests. As a result, there is increased demand for items such as seasonings, cooking oil, rice, meat, eggs, and spices.

Beyond food and beverages, it is also common for people to stock up on supplements to maintain their health. With more opportunities for going out and attending prayers, many refresh their wardrobes or purchase new prayer items. Furthermore, in preparation for the extended holidays after Ramadan, people often perform maintenance on their vehicles, leading to heightened demand for automotive supplies.

Although online shopping is generally perceived as cheaper and more convenient, during Ramadan many prefer to shop in person in order to “feel the spirit of Ramadan.” Food items often need to be replenished daily, and there is a strong desire to “take home what’s needed immediately” and “choose items with one’s own eyes.”

Moreover, physical retailers tend to stock a wide range of goods and offer attractive deals such as discounts and bulk-purchase savings. This can diminish the relative advantages of shopping via e-commerce platforms.

A Visual Look at Shopping During Ramadan in Indonesia

Scenes from a Convenience Store During Ramadan

Watch the Video

The footage captures the atmosphere of a convenience store as Ramadan approaches.

In the foreground, various syrups are prominently displayed. These are typically diluted with water and consumed to break the fast. Behind them, large tins filled with cookies and wafers are neatly lined up. These snacks are not only enjoyed when breaking the fast but also served to guests during the long holidays after Ramadan.

It is common for convenience stores and supermarkets in Indonesia to place promotional or recommended products right at the entrance. Although the timing of Ramadan shifts every year and is not tied to a specific season, the appearance of syrup bottles and cookie tins has become something of a seasonal hallmark—upon seeing them, many feel, “Ramadan is near.”

One-Month-Only Ramadan Bazaar

Watch the Video

During Ramadan, special “bazaars” are held in certain areas, often near markets or mosques.

This video shows a bazaar in Central Jakarta selling takjil—light snacks and drinks for breaking the fast. According to a vendor selling fried snacks, the bazaar operates from 2:00 p.m. to 7:00 p.m. As the fast ends around 6:00 p.m., many people begin their takjil shopping around 3:00 p.m.

In addition to fried snacks, the stalls are packed with traditional sweets made from rice or tapioca flour, fruit juices, and side dishes for dinner.

The large crowds gathering to buy takjil, as seen in the video, are popularly referred to as a “war takjil” (takjil scramble), a phenomenon that has become a trend on social media. Regardless of religious background, many people look forward to these limited-time bazaars and the excitement of war takjil.

Celebrating Ramadan Together

The major festival following Ramadan is a national holiday, and even those who are not Muslim enjoy a long vacation. Although holidays such as the Lunar New Year and Christmas are treated similarly, the celebration of Ramadan is uniquely vibrant in Indonesia, a country with a Muslim majority.

Many Indonesians eagerly anticipate this sacred yet festive time of year. Ramadan is a season during which people observe their faith in their own ways, and it is also a time that highlights the spirit of Indonesia—a multiethnic nation that values tolerance toward other religions.