Hey Growth Getter!!

Did you know when Payday 25 hits, suddenly the whole internet feels… louder. Flash sales everywhere, e-wallets vibrating nonstop, ads magically knowing exactly what you want (and low-key tempting you to spend your hard-earned salary). Why does the 25th turn everyone into a shopping version of themselves?
We’re currently running our own research, and we’d love to hear your take on what’s actually happening with Indonesian customer behavior.

Payday as a monthly economic pulse

Brands treat it like “mini Harbolnas,” consumers treat it like “reward time,” and platforms use it as a battlefield to lock in share of wallet.
The 25th has evolved into a predictable spike of demand, and businesses that understand this rhythm win.

Here’s what the numbers and behavior trends say:

1. BNPL / PayLater Use Among Gen Z

   • Paylater / BNPL adoption is increasing in Indonesia. OJK data shows large BNPL debt.

   • A Perbanas article reports BNPL growth of ~33.6% YoY, with 26.5% of BNPL users in Indonesia being Gen Z.

   • A survey shows 9.7% of Gen Z have used pay-later for fashion/consumables.

2. Gen Z Shopping Behavior

   • According to SIRCLO, Gen Z cares about convenience, seamless experience, and is very digitally native

   • From the Jakpat survey: 76% of Gen Z respondents in semester 2 of 2024 use e-wallets for online purchases.

   • Gen Z spends a monthly average of ~Rp 414,309 on e-commerce, according to that Jakpat survey

3. Impulse or Non-essentials Spending

   • Blibli (citing Bank Indonesia’s data) points out that many online transactions spike around gajian (payday) / start of the month

Brands actively compete for attention on the 25th, hoping to secure their share of wallet while shoppers are at their most willing to buy.

Because the 25th has become a predictable spending peak, many brands now intentionally join the momentum by launching payday-exclusive promos on that exact date. It’s no longer just consumers waiting for gajian.

Big platforms join the payday battle too

It’s not just retail and ecommerce brands. Gojek, Grab, and other on-demand platforms also roll out their own “Payday Deals”, from discounted rides to food delivery promos, to catch users while they’re most willing to spend.

Key Takeaways

• Payday is predictable, so use it because people spend more because they feel “financially reset.”

• Cart buildup is real. If brands don’t capture interest before the 25th, they’ll miss the sprint.

• Gen Z buys with emotion + logic, the logic is “I deserve this” meets “But is this worth it?”

• Payday isn’t a single day; it’s a 3–5 day window.

• You don’t need big promos; all you need to do is positioning, timing, and relevance which often win with over-pouring discounts.

Payday behavior gives a monthly insight loop: what people desire, postpone, and finally commit to. For businesses, it’s a chance to test demand, validate product positioning, and sharpen go-to-market playbooks. If brands understand why people buy on payday instead of just pumping promos, they’ll build strategies that last beyond the 25th.

That’s it for this week.

That’s it for this week. Stay curious, stay strategic, see you in the next one 🏃‍♂️💛

Monica & Co. Business Advisory Team

P.S.

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