Criteo has revealed strong performance across Southeast Asia during the 2024 double-day shopping season, underscoring the continued strength of events like 10.10, 11.11, and 12.12. The company’s latest Double Date Shopping Review found that Q4 2024 was a period of growth, with revenue rising 9.6%, transactions up 6.5%, and traffic increasing 6.4% year-on-year, despite ongoing economic uncertainty. The average basket value climbed 14%, reflecting that shoppers were not only buying more but also spending more per order.
Sukesh Singh, Managing Director for Southeast Asia at Criteo, said the performance highlights the importance of these events in the regional retail calendar. “The impressive performance of Q4 double days across Southeast Asia underscores its growing significance in the regional retail calendar. This is noteworthy, especially in the face of inflationary pressures and cautious consumer sentiment throughout the region, highlighting how shoppers across the region remain engaged when value and relevance align. At Criteo, we’re committed to empowering brands with data-driven insights and innovative solutions to turn these peak moments into meaningful growth opportunities,” he said.
Double-day events boost shopper acquisition and engagement
Among all events, Singles’ Day stood out as the top performer, generating a 172% rise in revenue, a 132% increase in sales, and a 48% jump in traffic over baseline levels. Average basket size peaked at 17% above normal, signalling stronger confidence and higher-value purchases.
Beyond driving sales, double-day events proved powerful for customer acquisition. Singles’ Day delivered nearly double the new-buyer acquisitions compared with normal periods, representing a 98% increase. Other key events also performed strongly, with 12.12 generating 91% more new shoppers, 10.10 achieving 61%, and Black Friday weekend 43%. This shows that Southeast Asian consumers are increasingly open to discovering new brands during regional sales events, with local double-days outperforming traditional Western retail moments.
The trend aligns closely with the year-end gifting period, giving brands opportunities to capture first-time buyers and re-engage them through loyalty campaigns.
Category and market trends shape opportunities for retailers
Health and beauty emerged as the leading category across the region’s double-day sales, followed by baby and toddler, and apparel and accessories. During 11.11 and 12.12, unit sales in these categories rose by up to 300%, reflecting sustained consumer demand for self-care and family-related products.
Market-level insights also revealed strong local preferences. In Indonesia, apparel and accessories surged 183%; in Singapore, health and beauty climbed 180%; and in Thailand, baby and toddler and home and garden grew 189% and 184%, respectively. These variations underline the need for brands to tailor campaigns and product assortments by country to maximise relevance and returns.
Criteo advised brands to take a more localised approach, aligning marketing strategies with regional consumer behaviour and seasonal trends to capture growth opportunities throughout the quarter.
Strategies for 2025 success
With Q4 identified as a key period for both revenue and customer growth, Criteo suggested three main strategies for brands planning ahead. First, early discovery and intent building are crucial. Nearly half of Singaporean shoppers start exploring Singles’ Day deals only days in advance, while 30% plan one to two weeks ahead, making early campaign planning essential. Retailers can gain an advantage by preparing creative assets, retail media placements, and product visibility early to capture attention during the discovery phase.
Second, higher basket values present an opportunity to increase average order size. Retailers can achieve this by curating bundles, offering complementary add-ons, and running limited-time flash promotions. Promoting premium products can also appeal to shoppers with greater spending intent during these peak sales periods.
Lastly, localisation remains vital. A one-size-fits-all approach limits growth potential, while tailoring campaigns by category and market ensures alignment with cultural patterns and consumer preferences. This approach allows brands to better position their products and messaging to drive conversion across Southeast Asia’s diverse retail landscape.
The findings were drawn from Criteo’s network of over 7,600 brands and retailers worldwide, including more than 2,000 across the Asia-Pacific region. Data was aggregated and normalised across key markets such as Indonesia, Malaysia, Singapore, the Philippines, Thailand, and Vietnam.
