Harbolnas, short for Hari Belanja Nasional or National Online Shopping Day, is a prominent annual online shopping event in Indonesia, celebrated every 12th of December. Despite the ubiquity of online shopping, Harbolnas continues to play a vital role in boosting the Indonesian economy.
In 2022, the Harbolnas event witnessed a remarkable surge in sales, reaching a total of Rp22.7 billion from December 11 to 13. Notably, local products constituted nearly half of these transactions, amounting to Rp10 billion. These impressive figures underscore Harbolnas’s enduring importance as a key shopping festival.
With this in mind, we hope to provide you with valuable insights to help expand your business, particularly during this upcoming Harbolnas season.
1. Midnight Sales and Flash Sales
Waiting eagerly for exclusive deals late into the night, or timing your purchases to grab enticing flash sale bargains, has become a hallmark of Harbolnas. Terms like timed promotions and limited-time offers are gaining popularity, showing an increased interest in securing unique discounts. The trend is clear — there’s a growing demand for exclusive, time-limited offers.
With this trend, your business should recognize the appeal of late-night exclusive deals and leverage this trend strategically. Crafting concise midnight and flash sale campaigns with clear messaging can capture the attention of your consumer base during Harbolnas.
It’s also crucial to optimize website payment options, ensuring they are seamless and reliable to accommodate the surge in transactions during this period.
2. Early-Bird Preparations
Ahead of the event, shoppers typically strategically plan and wishlist items, saving desired products for streamlined decision-making during purchases. Shopping strategies include setting alarms and researching for a well-prepared shopping experience via websites or apps.
This behavior is intricately linked to the previous point where, with the limited time for transactions and the live onset of discounted prices, shoppers already have their desired items sorted, enabling them to seamlessly proceed to the next steps: checkout and payment.
With this trend, your business should leverage the growing importance of early preparations and engage customers through pre-Harbolnas promotions and exclusive sneak peeks.
Consider preparing interactive catalogs or virtual displays to showcase desired products before the Harbolnas period, creating anticipation and encouraging early consideration from potential customers.
Providing early access or exclusive offers for those who plan ahead can further incentivize shoppers and enhance their overall experience.
3. Cross-Platform Shopping
As the ninth largest e-commerce market, Indonesia’s e-commerce penetration rate has grown by almost 40% from 2017 to 2022. This growth reflects the nation’s swift digital evolution and the increasing reliance on online platforms for various consumer needs. With the diverse range of options, customers can easily compare prices and promotional offers across platforms.
With this trend, your business should strategically optimize its presence across various platforms, prioritizing a seamless and user-friendly experience.
Tailoring marketing strategies, monitoring price competitiveness across platforms, and implementing unified loyalty programs are essential steps to capture and retain customers who do their shopping across platforms.
4. Popular Digital Payment Options
Digital payments during Harbolnas continually evolve, with diverse options like credit cards, digital wallets, and bank transfers.
Notably, the increasing popularity of Buy Now, Pay Later (BNPL) payments stands out, providing consumers with the flexibility to make immediate purchases and manage payments in installments.
This innovation aligns with the changing preferences of Indonesian consumers in terms of payment behavior and can enhance their Harbolnas experience.
With this trend, your business should strategically adopt these popular payment methods, attracting a broader audience and increasing overall sales. Transparency and education about BNPL ensure informed consumer decisions, contributing to the success of this online shopping festival.
Your business’s emphasis on secure, seamless technologies would underscore yourcommitment to a positive digital payment experience for your customers during Harbolnas.
5. Reducing Cart Abandonment
A study has revealed an alarming 86% cart abandonment rate among users shopping online through mobile apps.
This high cart abandonment rate can be attributed to several factors, such as additional costs incurred during the checkout process, including shipping fees and taxes, the mandatory requirement to register on the platform, a tough checkout process, and limited payment method options.
With such high prevalence of cart abandonment, businesses can capitalize on the Harbolnas event to re-engage potential customers and reclaim lost sales.
With this trend, your business should consider these steps:
- Streamlining the checkout process to enhance user-friendliness
- Offering transparent pricing to avoid unexpected costs
- Providing guest checkout options to minimize registration barriers, and
- Diversifying payment methods to cater to a broader audience.
6. Live Shopping Experiences
A study reveals that 83% of Indonesians actively watch online live shopping, and brands participating in these interactive platforms achieve conversion rates of up to 30%, significantly surpassing traditional e-commerce platforms.
The seamless integration of live experiences into online shopping, which allows real-time interactions for inquiries and purchases, has become a major draw for shoppers.
With this trend, your business should consider incorporating live shopping as a strategic sales channel. The same study found that brands adopting live shopping see 3x higher conversion rates compared to those using conventional e-commerce methods.
Embracing live shopping not only aligns with consumer preferences but also offers a dynamic and engaging platform to drive sales.
7. Influencer Partnerships
Social media influencers wield substantial influence in boosting sales during Harbolnas. Notably, Ruben Onsu’s recent Shopee Live! set a record, raking in an impressive Rp16 billion in revenue during the 9.9 campaign.
This underscores the undeniable impact influencers have in driving consumer engagement and sales during Harbolnas.
With this trend, your business should leverage this trend by strategically partnering with influencers who resonate with your target demographic. It can significantly contribute to the success of your Harbolnas campaign, maximizing reach and capitalizing on the influencers’ credibility to drive conversions.
Consider collaborative promotions, exclusive deals, and interactive sessions to optimize the benefits of influencer partnerships, creating a win-win scenario for both businesses and influencers alike.
In conclusion, Harbolnas remains a pivotal event in Indonesia and delving into the insights, it’s evident that Harbolnas is not just a shopping spree but a strategic opportunity for businesses to engage their audience effectively.
So, with the next Harbolnas right on the horizon, we’d like to urge businesses to align their strategies with the latest trends we’ve presented here and forge lasting connections with a diverse consumer base.
Happy Harbolnas, and here’s to your business’s success for years to come!
