As people spend more time at home and shop online more, Mega Sale Days (MSDs) in APAC – such as Singles Day, 09/09, 12/12, and Black Friday – have also become huge events, serving as an introduction to e-commerce.
A survey by Meta showed that a third of consumers in Southeast Asia first bought something online during Mega Sale Days. The Meta study also revealed that while MSDs were previously merely transactional, they have evolved with 96% of millennial shoppers saying they are more than just discounts.
As part of the online shopping experience, people now look for presale events in a desire to feel like a part of a bigger experience. About 40% of Mega Sale Day shoppers say they want to take part in interactive games and giveaways.
For example, smartphone manufacturer Vivo Philippines partnered with top gaming content creators for a live-stream session on Facebook and for branded content that Vivo used for Collaborative ads. The gaming creators helped the company amplify its reach to double its return on ad spend.
During MSDs, the Meta study also revealed that shoppers now increasingly refer to social media for inspiration, with about 56% of those polled saying Facebook has helped them discover the items they purchased. Meanwhile, about 66% of shoppers say personalized recommendations on Facebook and Instagram have made it easier to complete the shopping process.
For its 11.11 marketing, Taiwanese streetwear brand Woodstuck used targeting expansion to deliver mobile-first photo and video ads on Facebook, lifting online purchases by 56%.
During the pandemic, 65% of those surveyed said they used a mobile device to shop rather than visit shops to stay safe.