Raya is right around the corner—a time for joy, connection, and opportunity. And there’s no better market to explore than Singapore: High-spending, culturally connected, and ready for what Malaysian brands have to offer.
When we surveyed 1,200 online shoppers across Southeast Asia, Singaporeans stood out. They love Malaysian products, especially during Raya when traditions and celebrations take centre stage.
But winning their hearts (and wallets) takes more than just showing up. It takes strategy, storytelling, and understanding what makes Raya — and your products — special to them.
Not convinced? Let us paint the full picture.
Why Singapore?
Over Five Times of Our Income
Let’s start with the numbers. The median monthly household income in Singapore is SGD10,099 (over RM33,000) — more than five times Malaysia’s RM6,388.
What feels premium to Malaysians often feels accessible to Singaporeans. That RM200 Baju Melayu? It takes up 3.1% of the median Malaysian monthly income but only 0.6% of a Singaporean’s.
Your Products Are Their #1 Choice
Here’s the fun part: Singaporeans already love us. In fact, 78% of them bought Malaysian products last year, far ahead of Thailand at 42% in second place. And they’re willing to spend big—up to SGD200 (RM680) on cross-border purchases.
If your business specialises in Fashion & Accessories or F&B, you’re in luck—these categories are dominating. 68% rank Fashion & Accessories (think Raya outfits) as their top choice, while F&B (including Biskut Raya) follows closely at 51%.
During Raya, this affection only grows more as they look for authentic, culturally meaningful items that we have. The data is clear and the demand is there. Are you ready to meet it?
Convinced? Now let’s win them over.
Winning Singaporean Hearts (and Wallets) This Raya
#1. Show the Value Behind the Price Tag
Did you know that 72% of Singaporean shoppers prioritise value for money when making purchases? During Raya, this isn’t just about finding the lowest price. It’s about creating a festive experience that feels special: the perfect balance of price, quality, and tradition.
But how do you show them your products are worth it? Present them as affordable yet premium. Rather than just competing on discounts, showcase the craftsmanship, quality, and thought behind every item.
What works:
- Ensure high-quality product imagery, descriptions, and branding to elevate perceived value.
- Highlight value for money with limited-time bundles, like a “Raya Family Pack” for matching outfits.
- Keep pricing smart. Position your bundles and “Raya sets” just below the de minimis threshold (SGD400) to maximise affordability while avoiding added taxes.
#2. Make it Personal
Our survey showed that 42% of Singaporeans are drawn to unique products unavailable in their own country. Adding to that, 33% value cultural heritage and 36% appreciate craftsmanship.
This tells us something important: For Singaporeans, the story behind a product matters as much as the product itself. They gravitate toward items with meaning—things they can’t find in their backyard or that carry deep cultural ties.
Raya is a time of connection, tradition — and your products can and should reflect this spirit
What works:
- Share the cultural story behind your products to give them depth and meaning.
- Showcase how your Raya products can create moments of joy or bring families together.
- Collaborate with Malay Singaporean micro-influencers to build trust through relatability and authenticity.
#3. Deliver More Than Just Parcels
56% of Singaporean shoppers expect shipping fees under SGD5, with another 30% willing to pay up to SGD9. That’s 86% expecting a careful balance between affordability and quality.
During Raya, fast and reliable delivery ensures gifts and festive essentials arrive in time for celebrations. Offering free or discounted shipping during this period can set your brand apart.
What works:
- Partner with a trusted logistics provider to guarantee timely deliveries during the Raya rush.
- Offer Raya delivery guarantees like “Get it before Hari Raya!” to build confidence.
- Offer free shipping smartly by incorporating costs into your pricing or setting minimum spend thresholds.
Make This Raya Count
Raya is more than just a festive season — it’s an opportunity. Singaporeans already see Malaysian brands as a bridge to authenticity and tradition, and this is your chance to meet that demand.
When done right, your brand doesn’t just sell—it becomes part of their celebration, a trusted presence in their most meaningful moments. With us, you can ensure fast, reliable deliveries that make these moments possible. And in the spirit of Raya, we are offering special rates for shipments from Malaysia to Singapore — until 31 March 2025 only!
Reach out to us today — and let’s make your Raya count.
