Seasonal

Unpacking Southeast Asia’s 2024 Black Friday shopping trends

Fieldwork conducted from 11th to 25th September 2024 N = 3,000 ID, MY, PH, SG, TH, VN

Black Friday has transformed into a global shopping event, and Southeast Asia is no exception. This comprehensive study spans Singapore, Vietnam, the Philippines, Indonesia, Malaysia, and Thailand, offering a deep dive into the region’s shopping habits during this major retail moment. Uncover key insights, including participation rates, whether shoppers in Southeast Asia hold off on big-ticket purchases until Black Friday, the types of products in demand, and their go-to shopping platforms. Explore how Southeast Asia is embracing this retail phenomenon, and what trends are shaping consumer behaviour during Black Friday.

What’s inside

How likely are Southeast Asians to participate in Black Friday?
Do Southeast Asians wait for Black Friday to purchase big items?
What are the preferred payment methods for Black Friday shopping among Southeast Asians?
Where do Southeast Asians shop during Black Friday?
What factors drive purchase decisions during Black Friday?
What types of items do Southeast Asians purchase during Black Friday?
How do Southeast Asians stay informed about Black Friday deals?
Do Southeast Asians actively look out for deals and discounts during Black Friday?
Why do some Southeast Asians choose not to partake in Black Friday shopping?

What you get

Report deck (PDF)Data tables (Excel)ChartsCrosstabs on request

Methodology

First-party data from Milieu’s own Southeast Asia panel, ISO 27001 certified. Full approach on our research page.