As the year draws to a close, a procession of festive lights – from Diwali/Deepavali’s diya lamps to Christmas’ sparklingly ornamented trees – illuminate a season of festive celebrations and shopping deals in Singapore.
But how do consumers in Singapore discover what to buy as part of their holiday shopping – and how far in advance do they begin holiday shopping?
Latest YouGov Surveys research shows that more than a quarter of consumers (28%) say they usually begin shopping for holidays they celebrate 3-4 weeks in advance.
Meanwhile, 27% of consumers say they do not engage in holiday shopping around specific celebrations.
Over two in five (42%) consumers say they use search engines – the most popular source of holiday shopping ideas – to identify products to buy for the festive celebrations.
Analysing by generation, however, reveals that younger consumers are much more likely to turn to social media platforms and online reviews and recommendations to discover what to buy.
This article is part of a holiday shopping in APAC series. Explore how consumers in other key markets discover festive purchase ideas and when they begin their advance shopping below.
➤ Holiday shopping in Australia: how consumers find what to buy & how early most start their shopping
➤ Holiday shopping in Hong Kong: how consumers find what to buy & how early most start their shopping
➤ Holiday shopping in Indonesia: how consumers find what to buy & how early most start their shopping
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 510 and 2,044 for each market. All surveys were conducted online during September 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
Cover photo by Mai Yo