Practical Considerations influence Malaysian Shoppers

17 March 2025

KUALA LUMPUR: A recent survey has revealed that, as Malaysians prepare for Hari Raya Aidilfitri 2025, practical considerations such as cost savings, convenience, and flexible payment methods are significantly influencing purchasing behaviour this year.

Conducted by Milieu Insight, a global market research and data analytics company, the survey provides key insights into consumer behaviour during the Hari Raya festive season, highlighting trends in shopping, dining, and spending habits.

The quantitative study involved a poll of 501 Malaysians aged 16 and above. The findings indicate that while family gatherings and gift-giving remain central to the celebrations, practical considerations are increasingly shaping purchasing decisions this year.

Notably, Malaysians are embracing cashless transactions more than ever for their clothing purchases, with 53% opting for e-wallets instead of cash, citing convenience and security as key motivators. Additionally, 'Buy Now, Pay Later' (BNPL) services are gaining popularity, with 18% of consumers choosing this option, particularly among younger shoppers seeking greater financial flexibility.

E-commerce dominates Raya shopping, with 83% favouring Shopee for festive essentials. The rise of social media shops (33%) such as TikTok Shop reflects a growing preference for social commerce, where interactive live shopping experiences may influence purchase decisions.

When it comes to shopping for Hari Raya clothing, 36% of consumers start in March, with another 23% beginning as early as January or February. Interestingly, 18% have already purchased everything they need, and 22% are choosing to reuse existing outfits instead of purchasing new ones.

While many shoppers remain loyal to their go-to brands, 38% of Malaysians are open to trying new brands this Raya. This trend is particularly pronounced among younger demographics, with 48% of Gen Z shoppers expressing interest in exploring new options. However, 37% prefer to stick with familiar brands, while 25% have no strong preference.

The study also highlights a strong preference for local brands, with 60% of Malaysians choosing to buy from homegrown businesses over overseas alternatives. This trend reflects growing support for local craftsmanship, cultural authenticity, and economic sustainability. With only 8% favouring overseas brands, businesses have an opportunity to strengthen their connection with Malaysian consumers by emphasising local heritage and quality.

With a clearer focus on budgeting, Malaysians are prioritising quality over quantity in their Raya expenditures. Clothing remains a significant expense, with 25% of shoppers setting aside RM101 to 200 for new outfits. Hampers and gifts continue to be an essential tradition, with 26% allocating RM201 to 300.

For brands and retailers, the key to winning over Malaysian consumers this Raya lies in digital-first strategies. Businesses should prioritise early-bird promotions, seamless ecommerce experiences, and flexible payment options like BNPL to meet evolving consumer expectations.

With more Malaysians shopping online and supporting local brands, companies that align with these trends will have a competitive edge.

The above fieldwork was carried out from 27th February to 6th March 2025.

Milieu Insight is a global market research and data analytics company, headquartered in Singapore, dedicated to helping brands and businesses build consumer engagement ecosystems that deliver agile and actionable business insights. The company has garnered accolades such as Campaign Asia's Tech MVP and Market Research Agency of the Year (GOLD) and is renowned for its award-winning research expertise.

At the core of its offerings is its powerful survey and data analytics software platform, Canvas, which provides intuitive tools for survey design and distribution, data analysis, visualisation, and reporting business insights across various topics and sectors - This empowers businesses to make informed, impactful decisions and develop effective strategies.