Bold reality check: Singaporean shoppers are dialing back on JB visits, pushing revenue down by as much as 30% for year-end — and the reasons aren’t just about the currency. Across Johor Bahru, merchants report a notable drop in Singaporean customers this holiday season, a trend that stands out even against typical year-end spikes. While a stronger ringgit plays a role, traders point to several additional factors that together dampen demand.
Currency and weather are part of the mix. The ringgit has strengthened against the Singapore dollar, with one Singapore dollar now equaling RM3.17 — a level that hovered above RM3.30 for much of 2025. This means souvenirs, meals, and services can feel pricier for travelers from Singapore. The Straits Times highlighted this shift as a backdrop to quieter streets and storefronts in JB during the holidays. The Star also noted a clear drop in Singaporean customers, calling the holiday season unusually quiet this year.
Merchants cited a trio of contributory causes. First, the less favorable exchange rate makes JB shopping less appealing for Singaporean visitors. Second, unpredictable weather can deter short trips and weekend getaways. Third, the crackdown on illegal cross-border trips and point-to-point services has reshaped how Singaporeans travel, limiting convenient transport options and reducing spillover traffic to JB. These dynamics collectively squeeze footfall and spending.
On the ground, different businesses report varied impacts. A barbershop operator at KSL City Mall indicated revenue at his three outlets fell by roughly 30% this year, highlighting the crackdown and restricted drop-off permissions for Singapore-registered taxis as major headwinds. He plans promotions to lure back customers, noting that around 90% of patrons are Singaporean. In contrast, a Mid Valley Southkey retail outlet manager observed steadier foot traffic but a sharp drop in purchasing power, estimating a 50% year-over-year decline in consumer spend.
Food and beverage venues, however, appear more resilient. Founders Cafe and Lavender Bakery at Mid Valley Southkey reported stable, and in Founders Cafe’s case, growing takings by about 10% since opening, with Singaporeans comprising roughly half of their customers.
Some Singaporeans are postponing JB trips. One individual expects to visit JB closer to Chinese New Year in February, delaying travel until January and planning trips elsewhere to Thailand and Vietnam this December. Others cite mismatched holiday calendars with friends as a reason to stay home this season. Yet not everyone is aligning with that trend; a 26-year-old accountant who regularly visits for nail and beauty services says she still travels monthly and doesn’t perceive a significant exchange-rate impact as long as salon prices stay stable.
Bottom line: JB’s year-end dip in Singaporean customers isn’t merely a currency story. It’s a convergence of exchange rate effects, weather, travel-policy changes, and shifting holiday plans. If you’re a JB business owner, the playbook isn’t only about pricing; it’s about repositioning experiences, nudging loyalty, and communicating value to keep Singaporean shoppers engaged through promotions, targeted services, and reliable transport options.
What do you think: should JB traders lean into price-adjusted bundles and Singapore-specific promotions, or focus on expanding locally to offset Singaporean footfall? Share your take and examples from your own shopping or business experiences.
