konsumsi masyarakat pada bulan ramadhan.

konsumsi masyarakat pada bulan ramadhan.

1. RAMADAN WHITEPAPER:
Sacred Commerce.
Indonesia, 2024.
VS
Consumerism
Faith

2. Introduction
It’s a celebration infused with cultural traditions and a surge in shopping activity.
This whitepaper unravels the layers of Ramadan, shedding light on how brands
can authentically engage with audiences amidst the interplay of faith, cultural
festivity and commerce.
Key highlights include strategies for leveraging Ramadan content to build anticipation and excitement, the role of cultural sensitivity in crafting resonant
campaigns, and the art of elevating the shopping experience for consumers.
Marketers will discover the power of digital engagement, learn from successful
case studies, and unlock the secrets to building authentic connections that extend
beyond the Ramadan season.
In this exploration, we step into the vibrant world of Ramadan, where tradition
meets modernity, and spirituality intertwines with shopping excitement.
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Ramadan is known for its deep spiritual roots.
More than a month of fasting and prayer,

3. This unique blend of faith, tradition, and social celebration presents a fascinating landscape for marketers. The "Sacred Commerce"
concept emerges at this intersection, where brands navigate the delicate balance between promoting products and services while
respecting the spiritual essence of Ramadan. The increased spending observed during Ramadan can be attributed to several factors :
Preparing for the Holy Month of celebrations:
People tend to spend more on food, clothing,
gifts and home decoration during Ramadan and
Eid as they prepare for the festivities.
The incentive from Ramadan allowance (THR):
Where formal workers usually receive their “Raya”
allowance from the company to help them celebrate.
Increased online spending:
Online spending during Ramadan and Eid is estimated to
go up by 67%, making it an important time for e-commerce
merchants to engage consumers.
Deals and promotions:
People have an opportunistic bargain, where brands
shower deals on them, to be able to maximize their
spends, and manage to get more bang for their money.
Gifting:
Gifting is an important part of Ramadan and Eid, with
consumers spending on sweets, cash, toys, and perfumes.
Socializing and travel (Mudik):
Consumers also tend to spend more on socializing,
travel, and entertainment during Ramadan and Eid.
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How do consumer spending habits change during Ramadan? - LinkedIn / Ramadan and Eid Al-Fitr impact in retail sales and consumer spending - Zawya
6 Tips to Boost Your Sales During Eid al-Fitr - Amazon Payment Services / Brands anticipate increased spending for Ramadan, despite inflation - The Drum
Decoding The Consumer Pulse

4. The New “Ritual”
of Ramadan Shopping
How they shop
Seasonal Sales: Ramadan coincides with various sales and promotions, tempting shoppers
with deals beyond necessities (Gadgets, Trendy fashions, etc)
Consumerism
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Ramadan shopping for Essentials: focus on essential items like Muslim clothing (baju koko, hijab),
prayer mats and accessories, and iftar groceries (dates, nuts, spices)
Faith
In the realm of Ramadan shopping, the lines between faith and consumerism blur amidst the whirlwind of "shoppertainment" and live streams. While the holy month emphasizes reflection
and mindful consumption, the festive spirit and cultural traditions fuel a surge in spending. Marketers leverage interactive formats like live shopping and gamified experiences to engage audiences, but navigating this space ethically requires a delicate balance.
Throughout last ramadan, TikTok sellers
managed to record an increase in
transaction value (GMV) of up to
92%
compared to the period
before Ramadan.

5. Coloring Up The Festivity
While Ramadan emphasizes spiritual reflection and self-restraint, it also sparks a unique blend of faith and
consumerism. This is particularly evident in home decoration and renovation. The desire to create a warm
and inviting atmosphere for family gatherings and festive celebrations fuels increased spending on
home goods. However, navigating this space requires sensitivity. Opting for tasteful decorations that
complement the Ramadan spirit, like lanterns and prayer rugs, over excessive displays of wealth, is crucial.
Renovations should prioritize functionality and community, perhaps creating dedicated prayer spaces or
expanding common areas for Iftar meals.
Faith
Creating or renovating dedicated prayer spaces within the home is a common practice, reflecting the increased focus on prayer during
Ramadan. Consumerism
Pressure to have a beautifully decorated home for hosting guests during Eid, potentially exceeding personal budgets or needs.
How they ring in the Ramadan mood 
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6. Some opt for luxurious travel experiences
during Ramadan or Eid, seeking relaxation and
indulgence after a period of fasting.
Contemplating & self-reflection,
praying at famous religious landmarks.
Faith
Consumerism
Travel (Mudik) +
Reflection =
Healing
How they travel
In the heart of Ramadan, a tension arises between the
spiritual journey of self-reflection and the desire for travel.
While traveling for homecoming (mudik), the annual
exodus to reunite with family, holds deep cultural
significance, concerns about excessive consumerism and
neglecting spiritual obligations emerge. Some opt for
"healing trips" within Indonesia, seeking religious retreats
or immersing themselves in nature for introspection.
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How they dine
Growing trend of seeking unique and less crowded dining experiences beyond mainstream
restaurants builds the desire for authenticity and the warmth of Ramadan with the emerging
term: “Hidden Gems Bukber”. People explore local eateries, home-cooked meals, or smaller
gatherings for a more intimate and authentic Ramadan experience to escape the chaotic
crowds often associated with break-fasting (bukber) events.
Avoiding The Mainstream:
Exploring “Bukber Hidden Gems”
Faith
Iftar Gatherings: The core focus lies on sharing meals with family, friends, and community after breaking the fast.
Consumerism
FOMO bukber: Feeling pressure to attend multiple bukber events at trendy restaurants, potentially exceeding budget or personal preferences.

8. t
How they save and spend
Ramadan Extravaganza or Spiritual Renewal?
Indonesians Face Spending Dilemma
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Saving for Charity, Zakat (obligatory alms) and sadaqah (voluntary charity) are
prioritized during Ramadan, reflecting the spirit of giving and helping those in need.
Faith
Last year’s Ramadan, Pegadaian gain 14%
increase YoY in terms of credit & loan penetration
Aspiring to maintain or elevate their lifestyle during Ramadan and Eid, potentially leading to impulsive purchases.
Consumerism
Ramadan & Eid in Indonesia is a tug-of-war between faith and consumerism. With most people earning their Raya Allowance (THR) where sales & deals scream "buy!", Mudik is synonymous with family reunion, yet the holy month whispers "reflect & give." Finding balance between festive spending, responsible saving, and even
tempting loans becomes a tightrope walk, where maintaining faith amidst the consumerist frenzy is the ultimate challenge.
The Permatabank #NabungKebaikan campaign delivers a message about
how to save for good in the month of Ramadan, serving as a reminder that
there is happiness in Ramadan by sharing blessings.

9. Vitamin C
Multivitamin
Minuman Bervitamin
Madu
Susu Steril
Minuman Isotonic
Larutan Penyegar
Vitamin D
Sumplemen Zat Besi
Sumplemen Herbal
Susu Kesehatan & Diet
Minuman Kolagen
Minyak Ikan
Formula Hamil & Menyusui
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Jenis Suplemen Paling Banyak
Dikonsumsi Masyarakat Indonesia
saat Ramadan (Juni 2023)
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Ramadan Rhythm:
Balancing Faith & Fitness
How they maintain their health
Fasting, feasting, or fitness? Indonesians navigate a unique health journey during Ramadan. While the
holy month emphasizes mindful eating and community support, tempting treats and altered routines
threaten their well-being. From choosing nutritious suhoor meals to embracing alternative exercises,
Indonesians strike a delicate balance between faith and fitness, seeking a healthy and fulfilling
Ramadan experience.
Faith
Prioritizing Fasting: Balancing nutrition with religious obligations,
ensuring adequate hydration and nutrient intake during non-fasting
hours. Mindful Eating: Emphasizing mindful consumption during
Iftar and suhoor meals, avoiding overeating or unhealthy choices.
Consumerism
Indulging in elaborate Eid meals and sugary treats,
potentially leading to unhealthy weight gain or
digestive issues.

10. Faith
Zakat and Sedekah: these charitable actions focus on giving to those in
need, driven by compassion and religious obligation. Consumerism
The social media pressure creates tension to outdo others with expensive or fancy gifts that can lead to overspending and unsustainable practices.
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When giving gifts meets giving likes & shares
The act of giving during Ramadan and Eid in Indonesia holds immense significance, intertwined with
faith and cultural traditions. However, the rise of social media has introduced a new layer of complexity,
blurring the lines between genuine giving and the pursuit of online validation.
How they feel gratified 
Faith VS Validation :
25%
75%
11%
89%
“When I give an Eid gift to someone, I’d be happy if that
person to posts it on social media”
Disagree Agree
Eid gift is LESS IMPORTANT Eid gift is IMPORTANT

11. Faith
Ethical Considerations: Seeking Sharia-compliant investment options
that align with religious values, promoting transparency and ethical
practices.
Consumerism
The new crypto or digital coins prioritizing quick returns over long-term financial goals, potentially
leading to impulsive investments and losses.
How they invest 
The rise of online investment platforms and fintech solutions is changing the landscape,
demanding increased financial literacy and awareness. Balancing faith and investment
decisions during Ramadan and Eid requires careful consideration of personal values,
financial goals, and the risks involved.
Beyond Gold: Indonesians Seek Faith-Driven
Balance in Ramadan & Eid Investments
Investment in the Month of Ramadan in the
Form of Gold
Gold investment is a classic popular investment
whose profits can still be calculated.
It is believed that the price of gold will increase every year, besides that the level of liquidity of gold investment in other words, you can sell your gold whenever you need cash suddenly.
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12. How Can Brands
To Drive Commerce In
Ramadan?
In the realm of Faith Vs. Consumerism
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Optimize Their Content

13. Content that
Informs and
Empowers
Building
Trust and
Authenticity
Seamless
Integration
of Commerce
Content to
Commerce
in Ramadan
Faith-Based
Content to Commerce Strategies
for Ramadan & Eid
Building Trust and Authenticity
This strategy centers around establishing a genuine connection with your audience. During
Ramadan and Eid, consumers are more receptive to messages that echo the spirit of the
season – community, reflection, and charity.
Content that Informs and Empowers
Ramadan and Eid present opportunities to provide valuable information aligned with the interests of your audience. Content that offers practical solutions, valuable offers  or expands knowledge that resonates deeply.
Seamless Integration of Commerce
While the primary focus is on community and valuable content, the goal remains to drive sales. This is where subtle integration of your products becomes vital.
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14. Focus on Community Building:
Create content that fosters a sense of community,
offering Ramadan greetings, sharing prayers and dua
(supplications), or hosting online discussions on
religious themes.
Partner with Religious Leaders/
Influencers:
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Building Trust and Authenticity
Highlight Value-
Driven Initiatives:
Showcase charitable partnerships, sustainable
practices, or ethical sourcing influencers that align
with Ramadan's core values of generosity,
compassion, and environmental responsibility.
PermataBank “Nabung Kebaikan”
PermataBank
“KULSUM
Ramadan”
Collaborate with respected religious leaders or
influencers to offer authentic insights and perspectives,
ensuring content aligns with religious values and
traditions.

15. Content that Informs and Empowers
Offer
Practical Tips
and
Inspiration
Leverage
User-Generated
Content
(UGC):
Encourage customer participation
through recipe challenges, prayer time
reminders, or sharing personal stories
about Ramadan experiences, fostering
a sense of community and belonging.
Share recipes for Iftar and suhoor meals, provide guidance on prayer times and practices, or offer tips for healthy living during Ramadan.
Create
Engaging
Educational
Content:
Develop informative content about
Ramadan traditions, Eid celebrations, or
Islamic history presented in an
engaging and respectful format.
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TiktTok Shop Inspirasi Ramadan

16. Seamless Integration of
Commerce
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Livestream Commerce:
Tapping into the Real-Time Ramadan Experience.
Utilize Storytelling &
Emotional Connection:
Craft narratives around the products, showcasing how they
can facilitate family gatherings, acts of charity, or personal
reflection during Ramadan, creating an emotional
connection with potential buyers.
Subtle Product
Integration:
Showcase products in a natural and relevant context,
highlighting their utility for enhancing Ramadan practices or
celebrations.
Offer Ramadan Specific
Product Bundles:
Create curated product bundles catering to specific needs,
like Iftar essentials, Eid gift hampers, or prayer kits.

17. How Can We Help to
Acclerate Commerce? 
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18. Accelerated Commerce
Our way
Using purpose, content, experience and reputation to drive people to COMMERCE.
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19. Accelerated Commerce Framework
Experience
Shopper & Activation
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Reputation
Public Relation
Purpose
Advertising
Content
DigitalCOMMERCE

20. Content is king Commerce is queen
•Engaging and informative content serves as the
foundation of this strategy. It acts as the magnet,
attracting and captivating audiences by addressing
their needs, interests, and aspirations.
•High-quality content can be diverse – informative articles, captivating videos, interactive quizzes, or even inspiring stories. The key is to offer value that resonates with your target audience.
•By fostering engagement and building trust, content creates a fertile ground for brand loyalty and positive brand perception.
•While content attracts the audience, commerce plays the crucial role of converting interest into action.
•Seamlessly integrated within the content ecosystem, commerce offers relevant products or services that solve the problems presented or desires sparked by the content.
•Targeted product placements, personalization, contextual recommendations, and exclusive offers within the content experience allow for a smooth transition from awareness to purchase.
We believe content is still king, but it needs its queen,
which is commerce. That will create the perfect content
to commerce synergy. 
How we go
about Content
To Commerce
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21. Ramadan and Eid offer unique opportunities for connection, reflection, and celebration. By understanding the nuances of this
period, both individuals and brands can navigate the complexities of faith and consumerism. Striking a balance between
tradition and desire, while making mindful choices, fosters a more meaningful and fulfilling Ramadan experience for all
Indonesians.
Conclusion and Key Takeaways
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•The Search for Balance: Indonesians seek to harmonize faith-centered traditions—
charity, self-reflection and community—with the surge of consumerism fueled by
discounts, social media trends and the festive atmosphere.
•Spending and Saving Dilemmas: While the THR bonus offers financial relief, impulsive
purchases and overextended social commitments can strain budgets. Prioritizing needs over wants and upholding responsible spending remain crucial.
•Gifting Redefined: Social media amplifies the pressure to showcase elaborate hampers
for likes and validation. Striking a balance between meaningful gift-giving focused on the recipient and seeking online approval is essential.
•Health and Wellness Reimagined: Ramadan encourages mindful eating and overall well-being, but the abundance of tempting iftar options can derail healthy efforts. Finding equilibrium between healthy choices and enjoying traditional treats is key.
•Home as Sanctuary:
Home decorations and renovations play a role in fostering a prayerful and
welcoming atmosphere for Ramadan and Eid. Balancing DIY projects with trendy
purchases and focusing on sustainability is important.
•Travel with Purpose:
Mudik journeys centered on family and community remain pivotal, but a growing
trend of seeking less-crowded and introspective travel experiences is emerging.
•The Shifting Investment Landscape:
Traditional favorites like gold hold significance, while the allure of cryptocurrency
and NFTs gains traction. Balancing long-term financial planning with informed
investment choices across assets is crucial

22. Six years ago, a group of visionary minds came together to form a creative powerhouse under the
banner of M&C Saatchi Indonesia. The collaborative journey was marked by growth performances,
success, and a shared passion for pushing creative boundaries. As the agency thrived, it became
apparent that the spirit of Moonfolks was ready to emerge.
Fueled by the desire for creative independence and a commitment to a unique identity, the decision was
made to part ways with M&C Saatchi. Moonfolks was born, carrying forward the legacy of creativity and
excellence into a new chapter, designed for a new AI-driven world.
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(Formerly M&C Saatchi Indonesia) 
About

23. Editorial
23
&Contact Info
Editorial & Content By : 
Elki Hendria 
Chief Strategy & Digital Officer
Josea Setiadi 
Associate Strategy Director 
Faiq Alwan 
Strategist
Creative & Design by : 
Yohanes Wira, Febby Fitria, Vhiony Ricci
Elki Hendria
Chief Strategy & Digital Officer
[email protected]
[phone]
Anish Daryani
Founder & President Director
[email protected]
[phone]
moonfolks.com @wearemoonfolks

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for all purposes by Moonfolks.
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© COPYRIGHT 2024 MOONFOLKS

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