Holiday Season Report 2022: Malaysia

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


What’s Inside

Executive Summary


Ramadan is a sacred event in the lives of most Malaysians, including moms. At the end of this event, every Malaysian mom looks forward to the celebration of Aidilfitri 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 behaviour of Malaysian 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 2022: Malaysia

A total of 507 Malaysian 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 MY survey, please download the report.

Q: What is the most anticipated holiday in Malaysia by Malaysian moms?

Since the majority of Malaysia’s population is Muslim, their most anticipated holiday is quite obvious – Aidilfitri. 91% of Malaysian moms celebrate this occasion.

There’s a minority of Malaysians who also celebrate Chinese New Year and Christmas, but the percentage is minimal when compared to Aidilfitri.

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

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

This is closely followed by hosting dinner for friends and family, decorating their houses, sending money/gifts to their friends and family, and indulging in religious activities.

When compared to other Southeast Asian markets, Malaysian moms are the least eager to go to malls for shopping during their favourite holiday. This is because shopping is not among their top activities during the holidays, unlike with other markets.

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 10% of their monthly income. On average, the total amount is 1124 MYR.

Q: Who do Malaysian moms purchase these gifts for?

The majority of gifts purchased by Malaysian moms go to their relatives (82%). However, a lot of these gifts also go to their children (78%), spouses (74%), friends (50%), and even to their neighbourhoods (26%).

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

67% of Malaysian moms have stated that have a fixed budget for their holiday spending. Because of this, most Malaysian moms are still heavily persuaded by discounts especially when purchasing big-ticket items. However, 84% of Malaysian moms have always been able to loosen their budgets in case their spending exceeds their planned budget.

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 2.7 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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