Stimulate Consumer Spending Ahead of Eid with Discounts Up to 50 per cent
Preparing for Ramadan and Lebaran 2026, PT Sarinah targets a 15% increase in visitor numbers compared with the same period last year. This target aligns with the momentum of national mobility during Ramadan and a programme strategy designed not only to drive transactions but also to provide visitors with a more meaningful experience.
Ramadan and Lebaran are the largest mobility periods of the year. Based on projected national movement, the Lebaran season could involve up to 144 million people, with Jakarta as a major hub before and after the exodus. The THR disbursement momentum, typically occurring one to two weeks before Idulfitri, also drives domestic consumption.
InJourney Holding’s Commercial Director Veronica H. Sisilia stated that Ramadan 2026 is positioned as a strategic momentum within the InJourney Group ecosystem. ‘As a BUMN holding company in the aviation and tourism sectors, InJourney is committed to delivering a more seamless travel experience that prioritises preparedness and safety for travellers at every journey touchpoint from airports, hotels, and destinations under InJourney’s management,’ she said.
Veronica explained that Sarinah plays an important role in this momentum as a crucial touchpoint within the ecosystem under InJourney. ‘This period is a critical window where mobility and domestic consumption rise significantly. We expect Sarinah to function as a Cultural Experience Centre, not just a transaction space but also a space for cultural interaction and lifestyle experiences that supplement travellers’ journeys,’ she added.
In line with this, PT Sarinah predicts that the peak transactions will occur from 6 to 13 March 2026, coinciding with the THR disbursement period. In Ramadan 2025, Sarinah recorded 611,000 visitors. This year, the company is optimistic about surpassing that figure.
PT Sarinah’s President Director Raisha Syarfuan stressed that Ramadan for Sarinah is not merely a promotional moment but a positioning moment. ‘Ramadan for PT Sarinah is a moment to reinforce our positioning as a Cultural Experience Centre. We are not only offering promotions but presenting curated experiences from Malam Berkah Extra as the driver of transactions, Gema Ramadan highlighting Nusantara traditions, to the atrium focal point that serves as a symbol of a space for sharing. We want every visit to Sarinah to feel meaningful, not just shopping,’ Raisha explained.
The highlight programme 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 per cent. The programme is designed as a time-based conversion strategy that maximises the evening shopping momentum after breaking fast, particularly during the peak THR period.
Beyond driving transactions, Sarinah also strengthens cultural activation through a series of Gema Ramadan events during the same period. This activation showcases 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, Ramadan-themed angklung performances, and Ngabuburit at Sarinah, a space for cross-community togetherness. Through this approach, Sarinah is not only a shopping space but also a cultural space and a site for public interaction.
In terms of visuals and spatial experience, PT Sarinah presents an atrium focal point with a ‘Pedesaan Nusantara’ concept inspired by South Sumatra’s cultural wealth. The tiered umbrella installation wrapped in 50 Palembang songket fabrics serves as the main visual anchor that reinforces the Ramadan narrative while offering the warm, family-oriented atmosphere associated with South Sumatra’s traditions of sharing and togetherness.
The gazebo inspired by Palembang’s Rumah Limas carvings will be the installation’s centrepiece and is to be installed from 9 March 2026. In South Sumatra’s cultural philosophy, Rumah Limas is not merely a dwelling but a space for large family gatherings and for carrying out adat activities that strengthen social bonds. This value is reflected at Sarinah through the focal point, which functions not only as a visual lure and photo point but also as a site for distributing free takjil to visitors as a symbol of togetherness and care during Ramadan.
To support the increase in visits, Sarinah is adjusting operating hours during Lebaran, namely from 10:00 to 20:00 on Malam Takbiran and from 12:00 to 22:00 on Hari Raya. In the following days, operations return to normal. In addition, manpower is being strengthened during the peak period, with a free shuttle collaboration with nearby hotels and enhanced security and maintenance of public areas to ensure visitor comfort and safety during the Lebaran period.
Under the theme ‘Cahaya Penuh Makna, Hangat Untuk Setiap Saat’, Sarinah invites the public to make Ramadan a moment of togetherness that is not only about transactions but also about experiences, traditions, and pride in Indonesian works. (H-2)
The Coordinating Minister for Economic Affairs, Airlangga Hartarto, emphasised that private sector THR payments should be paid in full rather than in instalments. Bank Mandiri has 12,900 ATMs/CRM and 322,000 EDC terminals across Indonesia to support smooth transactions. In terms of applications, security emphasises a ‘shift-left’ approach and the ability to recover simultaneously.