6.6 unwrapped: What brands need to know about SEA's double-day shopping habits

6.6 unwrapped: What brands need to know about SEA's double-day shopping habits

It starts with a ping: an app notification, a group chat buzzing about early-bird deals, a flash sale countdown timer. Across Southeast Asia, Double Day shopping events like 6.6 and 12.12 have become more than just retail promotions. For many, these dates are circled on the calendar, carts are pre-loaded days in advance, and shopping becomes a shared ritual.

But what really drives the Double Day craze? A new study by Milieu Insight dives into the minds of over 6,000 consumers across six Southeast Asian countries, uncovering not just what people are buying, but how and why they shop during these mega events. The findings offer a glimpse into the region’s evolving retail habits and what brands need to know to stay ahead.

100% aware, 100% ready

Every respondent across Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines reported awareness of Double Day events, proof of how embedded these dates are in the retail calendar.

But awareness is just the tip of the iceberg. Shoppers across SEA aren't just impulse buyers, they’re planners. A majority in every country say they’re willing to wait for Double Day sales to buy items already on their wishlist, with Thailand (94%), Vietnam (92%), and the Philippines (92%) leading the way. These events are not just about discovery but about strategic spending.

This mindset is especially apparent for big-ticket purchases. Nearly 8 in 10 respondents in most markets agreed they specifically wait for sales like 6.6 to buy high-priced items like electronics and furniture. Vietnam again stands out, with 47% strongly agreeing with this sentiment.

Tapping into go-to payment methods

While shopping behavior is broadly digital, payment preferences paint a more complex picture of the region’s digital maturity:

• Singapore prefers credit cards (69%), reflecting a more mature banking infrastructure.
• Philippines and Vietnam are still cash-heavy, with 72% and 62% respectively preferring cash.
• Indonesia, Malaysia, and Vietnam show strong e-wallet adoption (52%, 51%, and 60% respectively).
• Thailand demonstrates domestic fintech innovation, with 51% using PromptPay, its national real-time payment system.

Using online platforms is key

Across the board, e-commerce giants like Shopee and Lazada dominate. The Philippines leads with 89% of consumers using online platforms for their 6.6 purchases. Physical retail is now a distant second, with just 1–10% relying on in-person shopping. This digital dominance is further reinforced by a regional trend of increasing online shopping over the past year, particularly in Thailand (74%) and Vietnam (77%).

Motivation: It’s all about the deal

When asked why they shop during Double Day events, the most common answer across all six markets was clear: to get the best deals on items they need. This was especially true in Singapore (59%), Malaysia (54%), and the Philippines (59%).

Interestingly, motivations vary slightly by country maturity:

• Indonesia and Vietnam show greater interest in discovery and comparison shopping.
• Thailand emphasises stocking up on everyday goods.
• Vietnamese shoppers are also significantly motivated by cashback and rebates (58%).

What sways the purchase?

What makes someone hit "Buy Now"? That depends on the country:

• Singapore favors limited-time flash sales (47%) and cashback (38%).
• Vietnam leans heavily on cashback (58%) and flash deals (43%).
• Malaysia and the Philippines value price match guarantees (35% and 28% respectively).
• Thailand responds to bundle deals (30%) and personalized recommendations (21%), highlighting the appeal of curated experiences.

What are they buying?

Across Southeast Asia, fashion and beauty dominate shopping carts:

• Fashion/apparel is the most popular category across all markets, peaking at 57% in the Philippines.
• Beauty and skincare follow closely, especially in Indonesia (61%) and the Philippines (49%).
• Personal care products show surprisingly high interest in Vietnam (62%) and the Philippines (62%).
  
  
• Interest in electronics and gadgets is more varied, strongest in Malaysia (46%) and Singapore (39%).

What’s the strategy for brands then?

Understanding consumer behavior is one part of the puzzle, acting on it is where brands win. Based on regional insights, here’s a strategic framework to help businesses make the most of Double Day momentum:

Payment Strategy

• Diversify by market: promote credit cards in Singapore
• Support cash and e-wallets in the Philippines and Vietnam
• Leverage local systems like PromptPay in Thailand

Marketing approach

• Prioritise social media campaigns in Thailand and the Philippines
• Focus on app-based marketing in Indonesia and Vietnam
• Take a multi-channel approach in Singapore to cater to omnichannel shoppers

Product focus

• Keep fashion and beauty front and center across all markets
• Highlight personal care in Vietnam and the Philippines
• Push electronics in Malaysia and Singapore
  
  

Pricing strategy

• Lead with deep discounts (50%), the primary purchase driver
• Launch cashback programs in Vietnam to boost conversions
• Offer bundle deals tailored for Thai shoppers
• Trigger urgency in Singapore with flash sales
  
  

Double Day events have evolved far beyond being just a retail trend, they’re now deeply ingrained in the shopping psyche of Southeast Asian consumers. Whether it’s a credit card swipe in Singapore, a PromptPay transfer in Thailand, or a cash-on-delivery order in the Philippines, the region is united in its pursuit of value, convenience, and smart spending during these mega-sales.

For retailers and brands, understanding these nuanced behaviors and preferences—and crafting strategies around them—is key to capturing attention, conversion, and loyalty in one of the world’s most exciting e-commerce regions.