Aiming for a 15% Increase in Visitors During Eid al-Fitr Holiday, Here Is Sarinah's Strategy
PT Sarinah is targeting a 15 percent increase in visitor numbers during the Eid al-Fitr holidays in 2026 from the same period last year, which saw 611 thousand visitors. Veronica H. Sisilia, Commercial Director at InJourney Holding, said the target aligns with a rise in national mobility during Ramadan and a slate of programme strategies to spur transactions. ‘The THR payout momentum, which typically occurs one to two weeks before Eid al-Fitr, also drives domestic consumption,’ she said in a written statement in Jakarta on Thursday, 5 February 2026.
Veronica explained that Sarinah plays a crucial role in this momentum as a touchpoint in the ecosystem under InJourney. She added that this period is critical, with mobility and domestic consumption rising significantly.
‘We hope Sarinah will be seen as a Cultural Experience Center, not merely a transactional space but also a hub for cultural and lifestyle interactions that complement travellers’ journeys,’ she said.
In line with this, PT Sarinah predicts that the peak of transactions will occur from 6 March to 13 March 2026, coinciding with the THR payout period.
Raisha Syarfuan, Chief Executive Officer of PT Sarinah, said Ramadan presents a momentum to reinforce Sarinah’s positioning as a Cultural Experience Centre. Sarinah does not just offer promotions but presents curated experiences from Malam Berkah Extra as a driver of transactions, Gema Ramadan which highlights Nusantara traditions, to a focal atrium that symbolizes a space for sharing.
‘We want every visit to Sarinah to feel meaningful, not merely shopping,’ Raisha said.
The most prominent program this year is Happy Hours titled Malam Berkah Extra, held from 6 to 8 March 2026 from 20:00 to 22:00 WIB with discounts of up to 50 percent. The programme is designed as a time-based conversion strategy that maximises the evening shopping momentum after breaking the fast, especially during the peak THR period.
‘In addition to boosting transactions, Sarinah also strengthens cultural activation through the Gema Ramadan series running during the same period,’ Raisha noted.
She said this activation highlights Indonesian traditions through the torchlight parade and marawis in Gema Lentera Ramadan, the Rampak Bedug performance as an expression of gratitude in Gema Bedug Raya, a Ramadan-themed angklung performance, and Ngabuburit activities at Sarinah that serve as spaces for cross-community togetherness. Through this approach, Raisha said, Sarinah is not just a shopping space but also a cultural space and a venue for public interaction.
In terms of visuals and spatial experience, Sarinah presents a focal-point atrium with a Pedesaan Nusantara concept inspired by the rich culture of South Sumatra.
To support the increased footfall, Raisha continued, Sarinah will adjust its operating hours during the Lebaran period: on Malam Takbiran from 10:00 to 20:00 WIB, and on Eid Day from 12:00 to 22:00 WIB. On subsequent days, operations will return to normal.