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ColumnHow “THR Bonuses” Are Changing Purchasing Behavior: A Mechanism for Stimulating Consumption Unique to Indonesia
- Release date: Mar 17, 2026
- Update date: Mar 17, 2026
- 34 Views
Have you ever wondered why Indonesian families suddenly replace cars they’ve driven for 10 years or redecorate their homes right in the middle of Ramadan (the fasting month)?
It all comes down to “cultural timing,” and the lavish spending that follows is truly spectacular!
Let’s explore why people loosen their purse strings during this holy month leading up to Eid*1.
*1 Eid: A holiday celebrating the end of Ramadan and expressing gratitude.
目次
1. Fashion & Apparel: “Eid Fashion Parade”
2. Home Appliances & Furnishings: The "Hospitality Olympics"
3. Footwear: The "Travel Warriors"
4. Beverages & Syrups: The "Colorful Iftar Craze"
5. Seven-Passenger Cars: The "Family Fortress on Wheels"
6. Fragrances & Non-Alcoholic Perfumes: "The Scent of Success"
7. Conclusion
1. Fashion & Apparel: “Eid Fashion Parade”
What’s in the Mix: Seriously stylish ready-to-wear outfits—from gorgeous flowing dresses known as *gamis* to dapper menswear *koko* shirts. All clothes are in the same pattern but different styles – a trend so-called “Sarimbit*2”. And let’s not forget matching hijabs*3; it’s basically a family runway show!
The Scoop: Eid isn’t just about prayers and good vibes; it’s also the grandest social showcase of the year. After a month of leaving the scale untouched, it’s time to strut your stuff! That holiday bonus known as *THR*4* gets turned into new outfits that will shine in family photos and social media posts for the next 365 days. Dress to impress? Absolutely!
*2 Salimbit: Traditional attire or clothing worn by families or groups as matching outfits
*3 Hijab: A piece of cloth (veil) worn to cover the hair, neck, and shoulders
*4 THR: “Religious Holiday Allowance,” which employers are required to provide to all regular employees. As a general rule, an amount equivalent to at least one month's salary is paid 1 to 2 weeks before Eid al-Fitr (the festival marking the end of Ramadan).
*The image above is an AI-generated illustration of Salimbit.
2. Home Appliances & Furnishings: The "Hospitality Olympics"
What’s Cooking: Think high-capacity refrigerators, fancy air conditioners, modern sofas—basically anything that says, “Welcome to my five-star guesthouse!”
The Inside Joke: When the family rolls into town for Eid, your humble abode transforms into a makeshift hotel. A shiny new fridge isn’t just for groceries; it’s a grand display case for delicious snacks and feast-worthy dishes. That air conditioner? It’s there to keep the cool in and the heat (and tempers) down when relatives come knocking. Looks like your living room just became the hottest tourist destination!
3. Footwear: The "Travel Warriors"
What’s on the Shelf: Tough sneakers, comfy sandals, and shoes that can endure the marathon known as the Eid journey.
The Real Deal: The pilgrimage home for Eid can feel like an extreme sport. With long hours spent on your feet, who wants to be the family member limping through handshake central? The right footwear isn’t just a luxury; it’s essential survival gear for tackling train platforms and village roads with style—because comfort is key, but so is making a good impression!
4. Beverages & Syrups: The "Colorful Iftar Craze"
What’s in Your Cup: Brightly hued bottled syrups, drink mixes, and all sorts of goodies for sweet treats.
What’s the Buzz: As the sun sets and you break your fast, the temptation for sugary goodness hits hard. Enter the bustling markets, where folks panic-buy colorful syrups to create fabulous drinks for *buka puasa*. These aren’t just refreshments; they’re edible art pieces meant to wow your friends on Instagram. Sip, snap, and slay—it's all about the visuals at iftar!
*The image above is an AI-generated illustration of Buka Puasa (Iftar).
5. Seven-Passenger Cars: The "Family Fortress on Wheels"
Behind the Wheel: Spunky Multi-Purpose Vehicles (MPVs) like the Toyota Avanza or Honda Mobilio that scream “family road trip!”
The Backstory: Spend a day stuck in traffic, and your car feels less like a vehicle and more like a mini apartment. With toddler tantrums, grandparent snores, and luggage galore, it’s all about survival of the chillest. Trust us, a good air conditioning system becomes your best buddy when family dynamics and road rage meet.
6. Fragrances & Non-Alcoholic Perfumes: "The Scent of Success"
What’s in the Bottle: Alcohol-free perfumes and essential oils that keep you smelling lovely without breaking Islamic customs.
The Fragrance Fun: After a day of fasting in the heat, presenting yourself to family shouldn’t come with an unpleasant aroma. Stocking up on *attar* (traditional perfume) is a no-brainer—it’s all about smelling divine while showing you care about personal hygiene. Plus, who doesn’t want to greet relatives with a delightful whiff?
*The image above is an AI-generated illustration of Attar.
7. Conclusion
So there you have it! This whirlwind of spending during Ramadan and Eid is a charming blend of tradition, social signaling, and a dash of good-natured competition. Each purchase isn’t just about the item, but the story, the laughter, and the memories created along the way. Happy Eid shopping!
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Author profile
Tika Widyaningtyas
Tika is a market researcher at Intage Indonesia who knows the country's roads intimately—she spends two hours driving to the office and five hours driving to her hometown every weekend. Her fascination with mobility might have begun at 17 when she let her crush ride her new motorbike, a decision that ended in stitches and an early lesson in market segmentation: not everyone who wants to ride actually can.
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Editor profile
Chew Fong-Tat
Malaysian researcher who has lived in Japan for 14 years and has handled many surveys on ASEAN countries.
