Pre-Lebaran Phenomenon: Residents Choose to Buy New Clothes, Not Meat

Jakarta, CNBC Indonesia - As Eid approaches, the shopping atmosphere in Indonesia always feels increasingly lively. People flock to markets and shopping centres, not only to buy food necessities but also to seek new clothes.

This tradition is not a new phenomenon but has been ongoing for hundreds of years, even since the Dutch colonial era.

This was once recorded by Christiaan Snouck Hurgronje, a colonial observer who extensively researched the lives of Muslims in the Dutch East Indies through his memoir titled Aceh in the Eyes of the Colonists (1906). In his observations in Aceh and Batavia, he saw how economic activity surged dramatically as Ramadan entered its second half.

According to Snouck, markets that were previously relatively quiet began to come alive and became extremely crowded ahead of Eid. The peak occurred in the three days before the holiday, which in Aceh is known as the tradition of uroë meugang. During this time, people crowded the markets until the atmosphere resembled a grand festival.

Interestingly, although animal slaughtering also increased, the main focus of the people was on buying new clothes. Snouck noted that sales of clothes and similar items were far busier compared to other necessities. This shows that since ancient times, Eid has not only been about food but also about appearance and symbols of happiness.

“The number of animals slaughtered at the end of the fast is as many as when the fast began, but sales of clothes and similar items are far busier,” Snouck revealed.

A similar phenomenon was also seen in Batavia. In another record titled Advice of Snouck Hurgronje Volume IV (1991), Snouck described Eid as the most important moment of the year for the people. This celebration is filled with various activities, from maintaining family ties, parties, entertainment, to massive shopping. Even, people’s spending on clothes and celebration needs often skyrockets compared to ordinary days.

From these records, it is clear that the tradition of buying new clothes during Eid has been deeply rooted since the colonial era. Eid becomes a special moment celebrated not only with food but also with symbols of newness—including clothes—as a manifestation of happiness and celebration with family.

To this day, the habit persists. Every time Eid approaches, shopping centres are again crowded, and one thing that is almost always on people’s shopping lists is new clothes.