Criteo, a global platform connecting the commerce ecosystem, has released its Q4 2024 Double Date Shopping Review, highlighting the significant impact of double-day sales events in Southeast Asia. The report reveals that events like 10.10, 11.11, and 12.12 have driven substantial growth, with revenue up 9.6%, transactions increasing by 6.5%, and traffic rising by 6.4% year-on-year. These findings underscore the importance of these events as a strategic opportunity for brands to acquire new customers.
The data shows that Singles’ Day was the standout event, boosting revenue by 172%, sales by 132%, and traffic by 48% over baseline performance. This event alone drove a 98% increase in new buyer acquisitions, outperforming other double-day events and Western sales days like Black Friday. Sukesh Singh, Managing Director (SEA) at Criteo, noted, “The impressive performance of Q4 double days across Southeast Asia underscores its growing significance in the regional retail calendar.”
Key categories such as Health and Beauty, Baby and Toddler, and Apparel and Accessories saw the most significant growth. In particular, Health and Beauty led the charge, with sales peaking at 311% during Singles’ Day. The report suggests that retailers should tailor their marketing strategies to local market preferences to maximise sales impact.
Looking ahead to 2025, Criteo advises brands to plan early for these events, focus on increasing basket sizes through strategic merchandising, and tailor campaigns to specific market trends. These strategies are expected to help brands capitalise on the growing consumer engagement during these peak shopping periods.
