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Back to All Articles Vase.ai Data Digest: 64% Shop During Merdeka Week: 8 Insights to Maximise Sales
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64% Shop During Merdeka Week

Get 8 actionable insights from Malaysian shoppers to plan winning Merdeka sales campaigns and increase your brand’s conversions.

Vase.ai
Vase.ai

Aug 13, 2025

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.

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


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?

 

Vase.ai Data Digest: Explore the Merdeka Sales Insights Dashboard


Here's What We'll Cover:




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.

Vase.ai Data Digest: 40% of Malaysians shop merdeka sales every year

🗣️ What Malaysians Said:

“Sebab hari merdeka, semangat merdeka”
 Female, 38, Malay, Selangor

“It motivates me to buy because its a symbol of independence”
Male, 28, Indian,Kuala Lumpur

“Memberi semangat kemerdekaan semperna sambutan hari Merdeka pada setiap tahun”
Female, 26, Malay, Johor

“It's normal and traditional for me every year to buy during Merdeka sales.”
Female,  40, 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. Timing Is Key. Most Shop Early

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

Vase.ai Data Digest: 64% buy during Merdeka week

🧠 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.




3. 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. 

Vase.ai Data Digest: 27% buy for cheap price

🗣️ 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.




4. From Clothing To Flags: What Malaysians Really Buy During Merdeka Sales

Key Stat:
When asked what they usually buy during Merdeka sales, 42% said clothing, 24% said food, 15% mentioned beauty and personal care, 15% bought daily necessities, and 11% went for electronics. Flags were also mentioned by nearly 10%.

Vase.ai Data Digest: 42% buy clothing

🗣️ What Malaysians Said:

“I usually buy electronics, home appliances, clothing, and groceries during Merdeka sales because they often have the best discounts.”
Female, 25, Chinese, Selangor

“Mostly is clothes like padini, or sometimes the cafes also will do some merdeka sales to celebrate for example buy one free one”
Male, 28, Indian, Kuala Lumpur

“I usually buy clothes and tops , which often comes with 30-40% discounts. I also buy sundry products and food supplies like rice and eggs”
Female, 32, Chinese, Penang

“Bendera dan baju kanak2”
Female, 29, Malay, Selangor

🧠 Why It Matters:

During Merdeka, baskets often contain practical essentials alongside items that carry patriotic meaning such as clothing or flags.

⚡Action Steps:

  • Position FMCG and household products as “stock-up” essentials.

  • Release limited-edition patriotic designs in fashion and packaging.

  • Bundle fashion with everyday items (e.g. buy clothes, get grocery vouchers) to increase basket size.




5. Spending Is Modest But Intentional

Key Stat:
Spending during Merdeka sales falls mainly in the middle range. 39% spend RM101–300, 29% spend RM51–100, and 12% spend RM301–500. Only 6% spend more than RM500.

Vase.ai Data Digest: 39% spending between RM101-300

🗣️ What Malaysians Said:

“I usually buy clothes and shoes because there are always big discounts on fashion items.Second, electronics like smartphones or headphones are my top pick during Merdeka sales. Also I often stock up on household essentials like cleaning products and toiletries.”
Female, 31, Chinese, Kuala Lumpur

“barangan keperluan, makanan, pakaian yang murah dan beg”
Male, 24, Malay, Pahang

“Clothes, mother baby items and home appliances.”
Female, 28, Chinese, Selangor

“Selalunya pakaian, alat kelengkapan diri dan keperluan rumah.”
Female, 30, Malay, Johor

🧠 Why It Matters:

Shoppers are budget-conscious, setting a sweet spot for spending.

⚡Action Steps:

  • Design hero bundles in the RM101–300 range, as this is the sweet spot.

  • Provide entry deals under RM100 for impulse shoppers.

  • Anchor one premium offer around RM399–499, paired with clear savings claims, to tempt higher-spend segments.




6. Supporting Malaysian Brands Is Value-Driven

Key Stat:
When asked if they actively seek out Malaysian brands during Merdeka sales, 44% said yes, they intentionally support local Malaysian brands. Another 35% said sometimes, if the price is competitive, while 20% said they purchase based on needs regardless of brand origin. Only 1% said they are not aware of which brands are Malaysian.

Vase.ai Data Digest: 44% seek Malaysian brands

🗣️ 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 quality and competitive pricing first, then reinforce the message with patriotism.

  • Add a “Proudly Malaysian” badge in e-commerce listings to capture sentiment-driven buyers.

  • Partner with other local brands for cross-promotions that highlight supporting the economy.




7. Memorable Purchases Come From Value And Emotion

One shopper recalled:
“I once bought a smartwatch during a Merdeka sale for only RM59—it was such a steal! It helped me stay active and even reminded me to drink water. Best part? It came with a tiny Jalur Gemilang keychain. Cheap, useful, and patriotic.”

Vase.ai Data Digest: Memorable purchases are cheap, useful, and symbolic

🗣️ What Malaysians Said:

“Memorable purchase that I made is I bought a Big Malaysia Flag and Put in my house area.After that, Everyone in my house area were actually curious about it and they were gathering in my house to look and take pictures with it.”
 Male, 40, Chinese, Selangor

“I bought a cap with Malaysia written on it and it’s so pretty and can highlight my proud feeling”
Male, 38, Indian, Kuala Lumpur

“Baju batik bertemakan warna jalur gemilang.ianya kerana gabungan warna dan lukisan bunga raya pada permukaan kain yang sangat cantik dan dilukis dengan sangat teliti”
Female, 44, Malay, Kuala Lumpur

“Pembelian satu helmet motosikal bertemakan hari kemerdekaan dan ianya limited edition”
Female, 28, Malay, Johor

“buy clothes with Merdeka theme. it stood out because it is really pretty and I even wore it after Merdeka months”
Female, 32, Chinese, Selangor

🧠 Why It Matters:

Memorable purchases are not only about savings but also about personal usefulness and emotional symbolism. Combining value with a patriotic or family touch leaves lasting impressions.

⚡Action Steps:

  • Create Merdeka-themed add-ons (e.g. free flags, limited-edition packaging) that add emotional value.

  • Use customer stories like this smartwatch purchase in campaigns to showcase real, relatable wins.

  • Design symbolic price points (e.g. RM31, RM59) tied to Merdeka milestones to make deals more memorable.




8. Non-Buyers Are Selective, Not Disengaged

Key Stat:
24% say they do not need anything, 20% say it is not in their budget, and 16% say they are not interested.

Vase.ai Data Digest: 24% don't need anything

🗣️ 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:

  • Create urgency for the “no-need” group: Frame Merdeka as the smart time to stock up with bundles that last beyond the holiday (e.g. groceries or household supplies that stretch into the year-end).

  • Ease budget barriers: Introduce micro-deals under RM50 and installment options for higher-ticket items to make purchases feel more manageable.

  • Reignite interest through engagement: Use gamified campaigns or cashback challenges that make Merdeka shopping fun and rewarding, even for the less motivated.



Your Next Steps: The Marketer’s Checklist

Reward repeat buyers with early access and loyalty perks

Lead with discounts and simple price claims

Concentrate spend in the final week of August

Build bundles around RM101–300 and add entry/premium tiers

Highlight affordability while weaving in patriotism for local brands

Share real shopper stories and create symbolic Merdeka offers

Use retargeting, wishlists, and flexible payments to re-engage hesitant shoppers




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 results. Whether you’re planning promotions, designing festive creatives, or refining messaging, Vase.ai helps you test and validate your strategy with real-time feedback before launch.

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

Book a Demo

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