Holiday Season Report 2021: Indonesia

Explore the holiday shopping habits of Indonesian moms two years after the pandemic started.


What’s Inside

Executive Summary


Ramadan is a sacred event in the lives of most Indonesians, including moms. At the end of this event, every Indonesian mom looks forward to the celebration of Idul Fitri where shopping and gift-giving are part of the tradition. Like every other holiday, moms lead the shopping sprees during these occasions. 

In this report, we explore the behavior of Indonesian moms during their most anticipated holidays, 2 years after the pandemic has started. Has their shopping habits changed? Do they still prefer to shop online? Let’s find out.

Below are the highlights and the questions answered in this report:

Demographics of the Holiday Season Report 2021: Indonesia

A total of 563 Indonesian moms, aged 18-45 were surveyed for this report. Among these moms, 61% are in the social-economic group B.

To know more about the demographic of the Holiday Season ID survey, please download the report.

Q: What is the most anticipated holiday in Indonesia by Indonesian moms?

Since the majority of Indonesia’s population is Muslim, their most anticipated holiday is quite obvious – Idul Fitri. 85% of Indonesian moms celebrate this occasion.

The second most anticipated holiday in the country is Christmas, albeit only 15% of mothers have celebrated it in the past.

Q: What are Indonesian moms’ top activities during the holidays?

The number 1 activity of Indonesian moms during the holidays is visiting friends and family at home. Now that vaccinations are more widespread, it’s no doubt that Indonesian moms are excited to spend the holidays with each other again.

This is closely followed by sending money, gifts or other treats, hosting dinner for friends and family, going to malls/shops for shopping, and decorating the home.

It seems that ID mums have missed shopping physically as they are more eager to shop inside malls than online for this year’s holiday season. However, when buying gifts, online channels still win over their preference.

Q: How much money do moms spend on gifts during the holidays?

According to the data we have gathered, more than half of moms purchase more than 5 gifts for their loved ones during holidays. When purchasing these gifts, moms spend around 20% of their monthly income. On average, the total amount is Rp 1,913,242.

Q: Who do Indonesian moms purchase these gifts for?

The majority of gifts purchased by Indonesian moms go to their relatives. However, a lot of these gifts also go to their children, spouses, friends, and even for their neighborhoods.

When giving these gifts, more than half of ID moms prefer to give them out personally rather than sending them through delivery couriers, despite the ongoing pandemic.

Q: How do moms allocate budget for holiday gifts and activities?

63% of Indonesian moms have stated that have a fixed budget for holiday spendings, while only 12% have looser budgets. Because of this, most Indonesian moms are still heavily persuaded by discounts especially when purchasing big-ticket items.

Q: Are moms still on social media during the holiday season?

No matter how busy the holiday seasons are, moms still spend an average of 4.2 hours on social media during these festivities. Posting warm messages during the holiday seasons can help your brand connect with moms in a meaningful way.

Download the report to continue reading!


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