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‘Peci’, sarong most purchased men’s items during Ramadan
According to the study, peci (cap) and sarong were the most purchased items in the Muslim men's fashion department with 28 percent and 25 percent, respectively.
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Sarong was among the most purchased items on Tokopedia during Ramadan. (Shutterstock/ Galih Yoga Wicaksono)
The post-fasting holiday of Lebaran is commonly associated with new clothes, driving people to shop more during Ramadan.
This year, online shopping aggregator iPrice, in collaboration with homegrown marketplace Tokopedia, discovered some interesting findings on Muslim consumer behavior during the fasting month.
According to the study, peci (cap) and sarong were the most purchased items in the Muslim men's fashion department with 28 percent and 25 percent, respectively.
The percentage was based on transactions data and behavior from over 200,000 consumers on Tokopedia during the first two weeks of Ramadan
Read also: Five most-searched for bargains in Ramadhan according to Google
From the total transactions in the men’s fashion, only 17 percent of users purchased baju koko (male Muslim attire worn on special occasions).
Interestingly, although Muslim fashion shopping on Tokopedia was still dominated by women with 61.4 percent, there was a significant increase in men’s shopping activities up to 467.7 percent. In comparison, women’s shopping activities during Ramadan only increased by 249.3 percent.
With regard to Muslim women’s shopping, cotton mukena (head-to-toe prayer gown) was said to be the most popular item during Ramadan with 17 percent, followed by kaftan (a type of Middle Eastern tunic) with 11 percent (jes/asw).
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Editor's note:
Paragraph four in this article has been edited.
