Targeting Rp35 Trillion, Harbolnas Boosts Purchasing Power Ahead of Year-End

National Online Shopping Day (Harbolnas) 2025 returns this year with various discounts and attractive offers that are expected to boost consumer spending ahead of the year-end.

Falling on December 12 (12.12), Harbolnas is targeted to generate Rp35 trillion, a 10 percent increase from the previous year's figure of Rp31.2 trillion.

"I'll just set the target at Rp35 trillion. Ready?" said Coordinating Minister for Economic Affairs Airlangga Hartarto during his opening speech at the launch of the national online shopping day in Jakarta on Thursday (4/12/2025).

The event will take place over a week from December 10-16, 2025, involving 1,000 digital businesses, including micro, small, and medium enterprises (UMKM).

According to Airlangga, for more than a decade, the Harbolnas program has been effective in encouraging digital shopping activities.

In 2024, the program recorded transactions worth IDR 31.2 trillion, with local products contributing IDR 16.1 trillion, or 51.6%.

Airlangga said that the main objective of Harbolnas is to encourage digital economic growth. Harbolnas is a great opportunity to increase digital transactions nationwide and make Indonesia one of the largest in ASEAN.

"When it was first conceived, one of the goals of Harbolnas was to introduce the convenience of online shopping and build public trust in digital transactions," he said.

Harbolnas will collaborate with the Epic Sale and Bina Great Sale programs so that the total spending target for December reaches IDR 110 trillion. The hope is that this will encourage purchases and increase sales of local products.

"This program is to encourage growth in December. So, together with the EPIC Sale program, then the BINA Great Sale program, Shop in Indonesia Only. Now, the spending target in December is IDR 110 trillion. So, the hope is that this can boost purchases. Then, of course, we hope that local products can be improved," said Airlangga.

At the end of last month, the government provided various incentives and discounts to support Indonesia's economic growth in the fourth quarter from the household consumption side.

Some of these include discounts on train tickets of up to 30%, ship tickets (PELNI) with a 20% discount, and airplane tickets with a 13–14% discount. These discounts apply to all economy classes.

Also present were Coordinating Minister for Economic Affairs Airlangga Hartarto, Minister of Trade Budi Santoso, Minister of Communication and Digital Affairs Meutya Hafid, Chairman of the Indonesian e-Commerce Association Hilmi Adrianto, and Special Envoy of the President for Youth Development and Art Workers Raffi Ahmad.

Local product targets

On the same occasion, Trade Minister Budi Santoso said that sales of local products during Harbolnas 2025 are targeted to reach Rp 17 trillion, an increase of 6.1% from last year's achievement of Rp 16.1 trillion.

"The overall Harbolnas transaction target is Rp 35 trillion, of which local product sales are expected to reach Rp 17 trillion," he said.

Budi also hopes that the implementation of Harbolnas will be able to drive a multiplier effect, namely encouraging growth in the transportation and logistics sectors through the delivery of goods and so on.

Harbolnas is one of the important strategies to drive economic growth in the fourth quarter. Therefore, Harbolnas is not only seen as a shopping celebration, but also an economic driver.

"Harbolnas is one of the important strategies to drive economic growth in the fourth quarter. Therefore, Harbolnas is not only seen as a shopping celebration, but also as a strategic momentum to stimulate an increase in people's purchasing power towards the end of the year," said Minister of Trade Budi Santoso.

Looking at the previous year, Harbolnas was quite successful, with total sales during Harbolnas 2024 reaching IDR 31.2 trillion, an increase of 22 percent compared to Harbolnas in 2023, which recorded a transaction value of IDR 25.7 trillion. Local products contributed IDR 16.1 trillion or 52 percent of the total Harbolnas transaction value.

Coordinating Minister for Economic Affairs Airlangga Hartarto (center) and Minister of Trade Budi Santoso (left) visit one of the booths at the launch of National Online Shopping Day (Harbolnas) 2025 in Jakarta, Thursday (4/12/2025). (ANTARA PHOTO/Dhemas Reviyanto/nz)

Digital creativity

Chairman of the Indonesian E-commerce Association (iDEA) Hilmi Adrianto said that since it was first held in 2012, Harbolnas has become the most eagerly awaited day for the public and a symbol of digital creativity.

Currently, more than 1,000 digital businesses have joined Harbolnas and are having an impact on the development of the national digital economy ecosystem.

"iDEA, as a strategic partner in driving the economy, creating healthy trade, and improving digital and financial literacy, continues to ensure that Harbolnas transactions grow every year," he said.

Hilmi added that the average 30 percent increase in Harbolnas transactions each year can be achieved through solid cooperation from all relevant stakeholders.

"Through large-scale promotions held simultaneously, it not only encourages transactions, but also opens up opportunities for the public to fulfill their needs at a more affordable price," he said.

Minister of Communication and Digital Affairs Meutya Hafid said that her office supports Harbolnas 100%. Komdigi supports Harbolnas by assisting with campaigns and encouraging its UMKM to participate.

"Komdigi plays a role in the online Harbolnas campaign by encouraging the use of logos and news about Harbolnas on various social media platforms," he said.

Komdigi collaborates with various parties, including the media, state-owned enterprises such as PT KAI and PT Angkasa Pura, as well as other ministries and institutions to expand the reach of Harbolnas.

Various e-commerce platforms

TikTok Shop and Tokopedia are optimizing this momentum with the 12.12 Shake Promo and Payday Sale, as well as the Local Goes Global initiative to boost sales for local businesses.

Head of Public Policy & Government Relations Tokopedia and TikTok Shop Indonesia Hilmi Adrianto said that his party strives to provide added value for buyers and open up greater opportunities for local businesses to move up the ladder.

"We continue to encourage local Indonesian businesses to penetrate the global market, build trust in Indonesian-made products, and strengthen the nation's digital economy," he explained in a statement received by SUAR Jakarta (4/12).

TikTok Shop and Tokopedia are optimistic that they can achieve positive growth through the 12.12 Shake Promo held to celebrate Harbolnas 2025. This is because the 11.11 Shake Promo in November recorded an increase in transactions.

Shopping transactions through Tokopedia and TikTok Shop increased by 176% and 96% respectively on that double date.

Both Tokopedia and TikTok Shop recorded growth in the food and beverage category of 76%, followed by automotive and electronics at 54%, beauty and personal care at 48%, and fashion at 35%.

As for this year's year-end promotional series, Hilmi continued, it started earlier on TikTok Shop, which since November 24 has been offering vouchers worth up to IDR 300,000, 20% daily shopping vouchers, and free shipping.

Meanwhile, Tokopedia is kicking off its journey to 12.12 with Road to 12.12 from December 1–11, offering vouchers worth up to IDR 1.2 million, free shipping, clearance sales of up to 90% off, and exclusive Super Brand Day offers.

The entire series of events on Tokopedia and TikTok Shop, culminating on 12.12, will offer a total of up to IDR 12 million in vouchers, surprise vouchers every two hours, flash sales of IDR 12,000 for more than 120,000 products, and shopping cart clearance worth up to IDR 120 million.