How Malaysians Are Shopping for Raya 2025

A Shift Towards Digital, Early Planning and Budget-Conscious Spending

17 MAR, MALAYSIA – As Malaysians prepare for Hari Raya Aidilfitri 2025, a recent survey by Milieu Insight, a global market research and data analytics company, reveals key insights into consumer behaviour during the Hari Raya festive season, highlighting trends in shopping, dining, and spending habits.

The quantitative study conducted by Milieu Insight’s proprietary survey community polls N=501 Malaysians between the ages 16 to above 55 years old. The findings reveal that while family gatherings and gifting remain central, practical considerations such as cost savings, convenience, and flexible payment methods are driving purchasing behaviour this year.

Rise of Digital Payments and Social Commerce

Malaysians are increasingly embracing cashless transactions for their clothes, with 53% opting for e-wallets over cash, citing convenience and security. BNPL (Buy Now, Pay Later) services are gaining traction, with 18% of consumers opting for them, particularly younger shoppers seeking 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.

What’s Influencing Raya 2025 Shopping 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.

What This Means for Businesses

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.