As the year-end holiday season approaches, festive decorations are in full swing across the region. Our recent survey uncovered some interesting insights into the Christmas celebrations and shopping habits of Filipinos, Thais, and Singaporeans. The study, conducted from 28 November to 1 December 2023, with N=1,500 Southeast Asians, sheds light on the unique ways each country embraces the holiday season. 

The Philippines: Early Birds of Christmas

Christmas in the Philippines is not just a day; it's a season that starts early. A staggering 9 out of 10 Filipinos are fully immersed in the holiday spirit, with Christmas decorations adorning malls as early as September. This enthusiasm sets the tone for a festive atmosphere that lasts for months, making the Philippines a true Christmas wonderland. The extended festivities also create a unique and vibrant shopping experience, as consumers have more time to explore and enjoy the holiday offerings.

Thais (46%) and Filipinos (54%) lead in readiness for gift shopping, with only 31% of Singaporeans gearing up for the festive spree

When it comes to preparing for the holiday season, Filipinos (54%) and Thais (46%) take the lead, expressing readiness to start their gift shopping. In contrast, Singaporeans are more relaxed, with just 3 in 10 gearing up for the festive shopping spree. The variation in preparedness highlights cultural differences in approaching the holiday season. While some prefer to plan ahead, others may enjoy the thrill of last-minute shopping.

Thais likely to shop for Christmas at the last minute, unlike Singaporeans (3%) and Filipinos (9%)

Thailand emerges as the champion of last-minute shopping, with 3 in 10 admitting to enjoying the thrill of eleventh-hour purchases. Singaporeans and Filipinos, on the other hand, are not as fond of the last-minute hustle, with only 3% and 9%, respectively, embracing this approach.

Looking at these insights, the love for last-minute shopping in Thailand may be indicative of a spontaneous and adventurous approach to gift-giving. Meanwhile, the preference for planning in Singapore and the Philippines could be linked to a desire for a more organised and stress-free holiday experience.

Top 5 Christmas Gift Categories

- Clothing & apparel (57%)

- Groceries, food & beverages (44%)

- Toys, cards & hobby items (39%)

- Cosmetics & skincare products (31%)

- Electronic gadgets (25%)

The diverse range of gift categories reflects the multifaceted nature of holiday celebrations.

Gift selection priorities: Price (72%) and Promotions (55%)

Almost half of the respondents (47%) plan to stick to last year's gift budget, showcasing a prudent approach to holiday spending. The importance of price (72%) and promotions (55%) in decision-making is evident, with reviews gaining prominence in Singapore and the Philippines, while Thais prioritise product information at 36%.

The emphasis on budgeting and the influence of price and promotions underscore a practical and value-conscious approach to holiday shopping. The varying importance placed on reviews and product information reflects the diverse consumer priorities within the region.

Christmas Excitement Index

The level of excitement for Christmas varies across the surveyed countries, with over 8 in 10 Filipinos expressing the highest level of enthusiasm, followed by Singaporeans at 62%, and Thais at 53%.

The high level of Christmas excitement in the Philippines suggests a deep cultural connection to the holiday season. The differences in enthusiasm levels highlight the unique ways each country embraces and anticipates the joyous festivities.

As the region gears up for another festive celebration, the combination of cultural nuances and shared holiday spirit makes Southeast Asia a fascinating tapestry of Christmas joy.

Methodology

This quantitative study was conducted via Milieu Insight's proprietary survey with N=500 each in Singapore, Philippines and Thailand (N=1,500 overall) The data is representative of the online working population aged 18 and above. Fieldwork was conducted from 28 November to 1 December 2023.