Fewer Trips,
Fewer Channels
Lower frequency leads to retailer prioritisation
The continuous drop in shopping frequency has affected both CNY and Raya this year. Most notably, frequency has dropped to such an extent that shoppers visited fewer channels and retailers than they did last year. Despite certain retailers still benefiting during the festive periods, others were deprioritised by festive shoppers. This provides an opportunity for brands to present a joint business plan to those retailers that will uplift both parties.
This report serves to highlight Malaysia’s key festive purchasing trends, sharing observations that will help manufacturers develop their brand plans for next year’s festive periods. With the shorter festive window, brands need to maximise their efforts or miss opportunities in an increasingly crowded and competitive environment. This could mean stepping up efforts to win over shoppers, or even a joint promotion campaign that encompasses both CNY and Raya to save costs for the long period of activation.
The full report covers further facts about the festive seasons – such as the types of SKUs picked up, and the most important months for purchasing, as well as key categories to focus on during each individual festive period and across both.
Identifying festive opportunities for CNY and Raya will be important for manufacturers to start 2026 with impact, and maximise Malaysian shoppers’ spending throughout the shorter season.
