Conducted among Malaysians aged 16-55, the findings show that while family gatherings and gifting remain central, practical considerations such asconvenience, savings, and flexible payment drove purchasing behaviour this year.
Malaysians increasingly embraced cashless transactions for clothes, with 53% opting for e-wallets over cash, citing convenience and security. Buy Now, Pay Later (BNPL) services gained traction, with 18% of consumers opting for them, particularly younger shoppers seeking financial flexibility.
E-commerce dominated Raya shopping, with 83% favouring Shopee for festive essentials. The rise of social media stores (33%) such as TikTok Shop reflects a growing preference for social commerce, where interactive live-shopping experiences can influence purchase decisions.
Notably, a separate Shopee study highlights a strong budget-conscious mindset, with seven in 10 shoppers keeping their Raya expenses under RM500.
Among them, half set a budget between RM300 and RM500. These higher-spending shoppers tended to prioritise bulk purchases for family gatherings, festive gifting, and home upgrades, suggesting that spending habits are influenced by family size, hosting responsibilities, and cultural traditions.
The same Shopee report says 98% of shoppers began their Raya purchases as early as Q4 2024 – highlighting a growing preference for early planning, which allows buyers to take advantage of year-end sales and promotions to maximise savings.
The Milieu research, meanwhile, notes that when it comes to shopping for Raya clothing, 36% of consumers started in March; another 23% began as early as January or February; and 22% chose to reuse existing outfits instead of purchasing new ones.
While many shoppers remained loyal to their go-to brands, 38% of Malaysians were open to trying new brands this Raya. This trend was particularly pronounced among younger demographics, with 48% of Gen Z shoppers having expressed interest in exploring new options.
However, 37% preferred to stick with familiar brands, while 25% had no strong preference.
Milieu’s 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. Only 8% favoured overseas brands.
Finally, 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-RM200 for new outfits; while hampers and gifts continue to be an essential tradition, with 26% allocating RM201-RM300.