Shopping moments
through the year
From highly-anticipated local and regional sales moments, to monthly double-digit sales — learn how online purchase preferences trend across shopping festivals, how purchase habits are evolving, and the role of digital touchpoints in influencing sales.
Every season is shopping season
Across SEA, shopping festivals have extended beyond end-of-year sales moments like Singles Day (11.11) and Black Friday (25.11), to include monthly double-digit sales (1.1, 2.2, etc.) as well as local and regional sales moments (Ramadan, Lunar New Year, Christmas, etc.).1
Purchase preferences vary across festivals
Apparel and beauty were the top purchase categories across 2022.2 Drilling down into shopping festival types, we see preferences emerging for certain product categories.
Purchase planning begins before festivals
At least 87% of purchases made during shopping festivals involved prior research and browsing.6 In fact, a majority of shoppers are willing to wait more than a week before a shopping festival to purchase an item they want.7
Digital touchpoints influence purchase decisions
Digital touchpoints8 such as search, video, and web / app visits play an important role in shoppers’ path to purchase. 76% of shoppers say they use 5 or more touchpoints during such shopping festivals.9
Footnotes
Sources:
Google Trends, Aggregated across SEA (ID,MY,PH,SG,TH,VN),
Average search interest of searches containing the term “Sales”.Google / Kadence Shopper Moments Research, ID,PH,TH,VN, 2022,
Base: n=1114, 18+ 1.1 to 7.7 Double Day sales event participants
Q: What categories did you purchase during 2022 online double day sales events?Google / Ipsos, “Doubling Down on Key Sales Events Study”, ID,PH,TH,VN, 2023,
Base: n=1000 per market per wave among 18+ (ID = 21+) who shopped for the sales event in the past 2 days, online survey,6.6 June 2022 sales events.
Q: What types of products or items were you shopping for in the past 48 hours for the [SALES EVENT]?
Note: Using 6.6 sales event data as a proxy for emerging double-digit sales (1.1 to 8.8) purchase preferences.Google / Ipsos, “Doubling Down on Key Sales Events Study”, ID,PH,TH,VN, 2023
Base: n=1000 per market per wave among 18+ (ID = 21+) who shopped for the sales event in the past 2 days, online survey, 2 waves covering 9.9 Sep, 11.11 Nov 2022 sales events.
Q: What types of products or items were you shopping for in the past 48 hours for the [SALES EVENT]?Google Trends, 2018-2022, peak trends across categories and terms.
Google / Ipsos, “Doubling Down on Key Sales Events Study”, ID,PH,TH,VN, 2023
Base: n=1000 per market per wave among 18+ (ID = 21+) who shopped for the sales event in the past 2 days, online survey, 3 waves covering 6.6 June, 9.9 Sep, 11.11 Nov 2022 sales events.
Q. Which best describes when you decided you were going to purchase the following items you bought? (based on 30,066 purchase occasions)Google-commissioned Ipsos e-Conomy SEA Research 2022
Weighted base: Digital users in Southeast Asia n = 5,563.
Q: How long are you willing to wait before a shopping festival to purchase an item you want?Digital touchpoints include web / app visits, smartphone search, social media, online video, computer search, map search, digital flyer, etc.
Google / Ipsos, “Doubling Down on Key Sales Events Study”, ID,PH,TH,VN, 2023,
Base: n=1000 per market per wave among 18+ (ID = 21+) who shopped for the sales event in the past 2 days, online survey, 3 waves covering 6.6 June, 9.9 Sep, 11.11 Nov 2022 sales events.
Q. How many times in the past 48 hours have you conducted each of the following activities related to shopping for the [DOUBLE DAY] sales event?
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