64% Shop During Merdeka Week: 5 Insights to Maximise Sales

Last year, over dinner, a cousin casually mentioned planning her Merdeka shopping already. There were no flashy ads or bold promotions, just a quiet anticipation that was unprompted by anything I had done as a marketer. That moment made me think. Merdeka sales are about more than discounts. They are about emotion, identity and timing.

To understand these drivers better, we surveyed 440 Malaysians and uncovered insights that can reshape how marketers approach Merdeka campaigns.

If you are a marketer looking to boost branding, advertising or product strategy during this festive sales period, here is what you need to know.

👉 Explore the full survey dashboard here to dive deeper into the data behind these insights.

Questions we asked in this survey:

1. How often do you buy during Merdeka sales in Malaysia?
2. What motivates you to buy during Merdeka sales?
3. Which of the following periods do you usually buy during Merdeka sales?
4. Which types of products do you usually buy during Merdeka sales?
5. How much do you usually spend during Merdeka sales?
6. During Merdeka sales, do you actively seek out Malaysian brands when making a purchase?
7. Which of the following best reflects your attitude towards supporting Malaysian brands during Merdeka sales?
8. Can you describe a memorable purchase you made during a Merdeka sale and why it stood out to you
9. What are the reasons you chose not to shop during the Merdeka sales?

Here's What We'll Cover:

• 1. Most Merdeka Shoppers Are Repeat Buyers

• 2. Discounts Lead, But They Are Only Part of the Story

• 3. Timing Is Key. Most Shop Early

• 4. Local Brands Get a Merdeka Boost

• 5. Skepticism Holds Back Some Buyers

• Your Next Steps: The Marketer’s Checklist

1. Most Merdeka Shoppers Are Repeat Buyers

Key Stat:
40% percent shop during Merdeka sales every year. Another 38% percent have bought before but not annually.

🗣️ What Malaysians Said:

“Sebab hari merdeka, semangat merdeka”
 Female, 28, Malay, Selangor

“It motivates me to buy because its a symbol of independence”
Male, 27, Indian,Kuala Lumpur

“Memberi semangat kemerdekaan semperna sambutan hari Merdeka pada setiap tahun”
Female, 24, Malay, Johor

“It's normal and traditional for me every year to buy during Merdeka sales.”
Female,  25, Chinese, Penang

🧠 Why It Matters:

Merdeka is a ritual for many shoppers. These loyalists are easier to convert than new customers and already expect to shop during this period.

⚡Action Steps:

• Identify past Merdeka buyers in your CRM.

• Offer early access, loyalty bonuses, or VIP previews to reward their habit.

2. Discounts Lead, But They Are Only Part of the Story

Key Stat:
When asked what motivates them to buy during Merdeka sales, 27% cited cheap price, 26% mentioned discount, and 18% said promotions. 

🗣️ What Malaysians Said:

“I am motivated to buy during Merdeka sales because of the big discounts, special limited-time offers, and the patriotic feeling of celebrating Malaysia’s independence with great deals.”
Female, 21, Malay, Selangor

“If I have the extra budget to spend at important things I need or families' members need with best offer during the Merdeka Sales.”
Male, 24, Malay, Kuala Lumpur

“The discount also the product usually produce align with Merdeka spirit”
Female, 25, Chinese, Penang

“Ibu saya selalu beli baju atau tudung merdeka sempena bulan kemerdekaan”
Female, 23, Malay, Johor

🧠 Why It Matters:

Price remains the leading driver, but it is not the only factor. The emphasis on promotions and perceived value means marketers can win by combining price with other value-add elements, such as exclusivity or festive themes.

⚡Action Steps:

• Highlight competitive pricing clearly in your campaign.

• Layer in promotions tied to Merdeka celebrations to differentiate from generic sales.

3. Timing Is Key. Most Shop Early

Key Stat:
64% buy during Merdeka week, 40% buy in early August, and 32% buy on Merdeka day. 

🧠 Why It Matters:

The main purchasing moment is Merdeka week. If your campaign only ramps up on the holiday itself, you will miss the bulk of demand. Early August activity shows shoppers start researching and buying well before the holiday. That makes early reach and inventory planning critical.

⚡Action Steps:

• Start promotional activity in early August to capture research and early purchases.

• Run a high intensity push during Merdeka week to hit the main conversion window.

• Ensure inventory and fulfilment scale for week of Merdeka to avoid stockouts and lost sales.

4. Local Brands Get a Merdeka Boost

Key Stat:
44% actively seek Malaysian brands during Merdeka sales. 

• 34% buy Malaysian brands if they offer good value or quality

• 31% support Malaysian brands to help the local economy

• 29% believe it’s important to support Malaysian brands as a show of patriotism
  

🗣️ What Malaysians Said:

“Untuk memberi sokongan kepada peniaga tempatan”
Male, 35, Malay, Penang

“To support our economy in our country”
Female, 28, Malay, Kuala Lumpur

“Perasaan patriotik atau sokongan tempatan”
Male, 25, Sabah

“Support malaysian brand”
Female, 27, Selangor

🧠 Why It Matters:

Merdeka is a natural time for shoppers to express national pride through purchases. This benefits both local brands and international brands with local ties.

⚡Action Steps:

• Highlight Made in Malaysia in your campaign.

• Collaborate with local partners or suppliers to strengthen your appeal.

5. Skepticism Holds Back Some Buyers

Key Stat:
Among the 13% who do not shop during Merdeka, 24% say they do not need anything, 20% say it is not in their budget, and 16% say they are not interested.

🗣️ What Malaysians Said:

“There nothing particular things I would like to buy, unless it's necessary”
 Male, 26, Chinese, Selangor

“I'm aware of all these sales during festive, but I don't really shop on these holiday festive discount.”
Male, 27, Indian, Kuala Lumpur

“Kerana saya kurang gemar untuk membeli belah,saya hanya membeli jika ada keperluan dan ada benda yang lebih diutamakan”
Female, 30, Malay, Kuala Lumpur

“Bergantung kepada tunai di tangan yang ada ketika itu. Sekiranya tiada rasa ianya penting, maka saya akan menimbangkan kemudian. Kerana semua bergantung kepada keadaan kewangan saya pada ketika itu. Kecuali terdapat dana lain yang perlu.”
Female, 28, Malay, Pahang

🧠 Why It Matters:

Not shopping during Merdeka is not always about distrust or crowds. For many, it is a simple matter of need and budget priorities. This means marketing to non-buyers requires creating relevance or perceived necessity, not just better discounts.

⚡Action Steps:

• Position offers as must-have or time-sensitive to create urgency for those without an immediate need.

• Offer flexible payment options or budget-friendly bundles for those with spending limits.

• Test content that connects Merdeka shopping to everyday needs rather than just celebration.

Your Next Steps: The Marketer’s Checklist

✅ Target loyal Merdeka shoppers with early access and rewards

✅ Highlight competitive pricing while adding a festive or patriotic hook

✅ Launch campaigns in early August and peak during Merdeka week

✅ Showcase Made in Malaysia credentials or collaborate with local brands

✅ Be transparent with discounts and use proof to build trust

Ready to turn these insights into action?

Apply these findings to your next Merdeka sales campaign and see how a data-driven, audience-first approach can elevate your results. Whether you are planning promotions, designing festive creatives, or refining your messaging, Vase.ai helps you test and validate your Merdeka strategy with real-time feedback before you even launch.

Want to explore the full dataset yourself?
👉 Check out the interactive survey dashboard to explore more stats, filters, and raw insights from the study.

Note: The dashboard is only accessible via laptop or desktop.