What are Black Friday shoppers in S'pore looking to purchase? Personal care, electronics and apparel
October 28th, 2022, Fiona Robinson

What are Black Friday shoppers in S'pore looking to purchase? Personal care, electronics and apparel

When it comes to marketing, online ads hold highest recall among shoppers, followed by app notifications and ads

Characterised by steep, ‘must-grab’ discounts and offers, seasonal shopping events have undeniably disrupted traditional holiday shopping. A month out of one of the biggest shopping events of the year, Black Friday, data from YouGov RealTime Omnibus sheds light on shopping behaviour among shoppers in Singapore.

Among those who have previously shopped over the season (48%), personal care and beauty products emerged as the most popular product category shoppers would look to purchase during Black Friday sales (56%). This was followed by consumer electronics and tech products (55%), and fashion apparel (54%), with just over half of respondents looking to purchase them.

One in three said they would shop groceries and other packed foods and beverages (31%), while one in five would purchase sports goods (23%), games and toys (21%) or home decoration and furniture (20%).

Of lesser interest were jewellery and accessories (17%) and books and stationery (11%).

The survey also revealed that the largest proportion of shoppers typically spend $101 to $500 during Black Friday sales, with close to half saying they spend that amount (44%). A quarter spend less, with 25% saying they spend between $51 to $100.

At the other end of the spectrum, one in ten said they typically spend between $501 and $1,000, while just one in twenty spend even more than that (5%).

How then, can marketers reach audiences as we approach the major shopping event? When asked where they recall seeing Black Friday advertisements in the past, online advertisements appear to have made the biggest impression, with close to half recalling seeing ads there (48%).

Advertisements and notifications from shopping apps and websites was the next most-recalled advertising channel (39%). This was followed by social media advertising on Facebook (32%), YouTube (26%) and Instagram (24%), then word of mouth (23%).

Around one in five recalled traditional advertising on offline platforms like billboards, newspapers, buses, and trains (18%), as well as on TV (18%). One in ten could recall ads on TikTok (12%) and radio (11%).


YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 5 September 2022, with a nationally representative sample of 1,025 adults in Singapore (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, and ethnicity to be representative of all adults in Singapore (18 years or older), and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about YouGov RealTime Omnibus.