Cracking the Black Friday code in Southeast Asia

Black Friday has evolved into a global phenomenon, and Southeast Asia is no exception to this retail extravaganza. In this extensive study covering Singapore, Vietnam, the Philippines, Indonesia, Malaysia, and Thailand, we reveal insightful patterns in shopping habits during this significant event. Delving into key findings, we unravel the intricacies of Southeast Asia's Black Friday code, including the participation rate, whether the region wait for Black Friday to purchase big items, the types of items purchased during Black Friday, preferred shopping locations, and more.

Dataset Created
Fieldwork was conducted in November 2023
Markets covered
Available in Singapore | Malaysia | Philippines | Indonesia | Thailand | Vietnam
13 questions
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N=500 respondents each in Singapore, Thailand, Indonesia, Malaysia, Vietnam, and the Philippines (N=3,000 overall)


The following formats are available for purchase:

  • Tabulation (XLS)
  • Raw datafile (CSV or XLS)
  • Live Canvas Dashboard
Question samples
  • 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?

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