Commerce media company Criteo has unveiled key shopping trends from Ramadan 2024 across Southeast Asia (SEA), offering valuable insights for brands aiming to optimise their retail strategies during the festive season.

Based on indexed sales data from regional retailers, the findings highlight notable shifts in consumer behaviour and spotlight product categories that experienced heightened demand during the period from March 10 to April 9, culminating in Eid al-Fitr.

Retail activity across SEA demonstrated a steady increase throughout Ramadan, with a marked surge in the last two weeks. Overall, retail sales in the region grew by three per cent compared to the pre-Ramadan period in late February. However, the most significant growth occurred closer to Eid al-Fitr, as sales rose by eight per cent on average during the final fortnight, peaking at an impressive 28 per cent on April 4.

Indonesia recorded the most substantial spikes in retail activity, with sales surging by 74 per cent on 31 March. Malaysia followed suit with a 34 per cent peak on April 1, while Singapore displayed more stable sales patterns, lacking the dramatic surges seen in its neighbouring markets.

Essential shopping drives product category growth

The festive season triggered notable increases in specific product categories, particularly those tied to traditional Ramadan practices. Religious and ceremonial items experienced the highest growth, with sales climbing by 63 per cent across SEA.

Religious veils were especially sought after, witnessing a 150 per cent surge on both March 25 and 31.

Apparel and accessories also saw significant gains, with sales rising by 23 per cent, driven by the custom of purchasing new clothing for Eid celebrations. In Malaysia, dresses saw a 41 per cent increase, while Indonesia recorded a 96 per cent surge in pants sales.

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Food, beverages, and tobacco products followed suit, with regional demand increasing by 19 per cent. Families stocked up for Iftar meals, leading to spikes in sales of soda (+76 per cent), cookies (+66 per cent), and butter and margarine (+49 per cent).

Home and garden products also benefited, with sales growing by seven per cent. Items such as tablecloths (+67 per cent) and air conditioners (+42 per cent) were particularly popular as households prepared for large Eid gatherings.

Early discovery, late-night buys

The report highlighted a unique consumer journey during Ramadan, with product discovery beginning nearly 20 days before major purchasing periods. This extended consideration phase emphasises the need for brands to start campaigns early to capture shopper interest.

Late-night shopping emerged as a dominant trend, particularly between Sehri (pre-dawn meal) and Iftar (breaking of fast). In Indonesia, online sales more than doubled between 3–5 AM, while Malaysia saw a peak in sales from 6–7 AM.

Interestingly, online sales dipped during Iftar hours—6–7 PM in Indonesia and 7–8 PM in Malaysia—but rebounded afterward, with strong sales continuing late into the night.

Singapore, however, exhibited more stable shopping behaviours, with only modest declines during Iftar and relatively consistent activity throughout the day.

Ramadan 2024 saw an average 16 per cent increase in retail sales across SEA compared to the previous year. Malaysia experienced the highest year-on-year growth, with a 21 per cent rise in retail transactions, while Singapore saw a more moderate seven per cent uptick.

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Despite these gains, Indonesia presented a contrasting picture, with an 11 per cent decline in online sales, suggesting shifting consumer preferences and highlighting the need for local brands to reevaluate their Ramadan strategies.

Optimising retail strategies for Ramadan

Criteo’s findings offer actionable insights for brands looking to maximise sales during future Ramadan periods.

One critical takeaway is the importance of planning promotions and managing inventory around key shopping days. Retailers should target the high-traffic periods of the last two weeks of Ramadan and leverage double-day events with well-timed promotions and flash sales. Accurate demand forecasting, based on historical sales data, can help ensure supply chain readiness and avoid stockouts during peak periods.

Understanding the Ramadan shopper journey is equally vital. With consumers beginning product discovery weeks in advance, brands should initiate awareness campaigns early, aiming to capture interest before the final purchasing surge.

Retargeting strategies can also play a significant role in re-engaging potential customers who browse but do not immediately convert.

Personalisation remains a powerful tool for deepening shopper engagement. Brands can enhance ad relevance by tailoring product recommendations and offers based on individual preferences and shopping behaviour. This targeted approach can drive higher conversion rates and strengthen customer loyalty.

Lastly, leveraging retail media channels offers brands the opportunity to reach high-intent shoppers actively searching for Ramadan-related products. Sponsored ads and targeted promotions within retail ecosystems can significantly boost visibility and engagement during this crucial shopping period.

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The post From pre-dawn browsing to Eid rush, here is a look into SEA’s Ramadan shopping boom appeared first on e27.