Before the pandemic, Southeast Asia was dubbed the new ‘battleground’ for Singles Day as hype in China was dying down. But excitement in the region has also begun to decline, even though people are shopping online more than ever. What’s up with the tepid Singles Day vibes?
It was 2021. A little over a year since pandemic lockdowns started – and with not much to do but learn viral TikTok dances, bask in peak K-pop content, and shop online.
Bringing all this together, K-pop boy band SEVENTEEN serenaded Southeast Asia’s internet lurkers and national television watchers with an earworm jingle still stuck in my head to this day. Dancing to the tune of Flo Rida's song Low, they promised bonuses, free shipping, and the low low low low low low low-est prices on e-commerce app Lazada’s 11.11 sale. Meanwhile, rival app Shopee enlisted the help of NCT 127, another Korean group, who performed for a live-streamed event.
Celebrity fanfare was a treat but most were there for the discounts, adding items to their carts weeks in advance for efficient checkouts. Group chat conversations revolved around the best deals (I missed out on a Dyson hairdryer) and which apps had better user experience. Fast forward to today: We’re at the end of September 2026, nearing this year’s 11.11 sale, but I haven’t noticed nearly as much fanfare. In fact, I don’t think Singles Day hype has ever been as big since that moment in 2021 (Google Trends proves that this is true). [1]
Why is this important?
For the uninitiated: 11.11 (Held on November 11, hence the name) is the largest online shopping event in Asia. Also known as Singles Day, it began as an anti-Valentine's Day in China in 1993. Then, in 2009, Alibaba commercialized it as a mega-sale event to fill the slow retail period between October and the Lunar New Year. It eventually made its way to Southeast Asia, where it’s still the biggest day for sales in the year. [2]In 2024, a report even dubbed the region the new “battleground” for Singles Day, as hype was dying down in China. [3] But excitement has also begun to decline in SEA, where it now seems to be following the same fate. This is a challenge for brands, many of whom rely on the Q4 discounts season for a bulk of their sales. According to Lazada, many sellers get 30 to 40% of their annual visits between November and December. [4]
What’s the behavioural shift?
One obvious difference from five years ago is that we’re no longer under pandemic lockdowns – but that doesn’t mean people are spending less online. Although e-commerce sales slightly dipped in 2023, they rose in 2024 and have continued to grow since, surpassing COVID-19-era numbers. [5] In fact, e-commerce sales in the region is predicted to be at $410 billion by 2030, representing a 14% compound annual growth rate (CAGR) over the 2024–2030 period. So if Southeast Asians are still shopping online, what’s with the tepid Singles Day vibes? Turns out you can have too much of a good thing because signs point to sales fatigue.
Following the success of Singles Day, platforms launched other ‘double-digit’ sales around 2016. So now, it’s not just 11.11 – but also 9.9 in September, 10.10 in October, 12.12 in December, and so on. There are also minor sales advertised throughout the year, dimming the spotlight that used to be on Singles Day: 66% of Southeast Asian shoppers tune out repetitive ads shown on a single channel. [6] Many people have also started to feel duped after noticing that some sellers inflate prices before sales so they could offer the actual amount at a seemingly discounted price. After years of experience, shoppers are now more discerning in their spending and can spot good deals from bad ones. [7]
And finally, Singles Day could just be a victim of its own success. Because these sales have become such a big part of people’s shopping habits, it has somehow turned into a chore, a reminder to buy household essentials or to get a head-start on holiday gifts, rather than a time to treat oneself. Ironically, this was the whole point of the OG Singles Day, with creator Alibaba promoting the festival with the slogan, “Even if you don’t have a boyfriend or girlfriend, you can at least shop like crazy.” During the pandemic, this became an opportunity to buy ‘little luxuries’ amid uncertainty. To many, the event has now lost this charm.
What’s the key takeaway for brands?
While shoppers prioritised big discounts in the past, continuing to rely on cutting prices becomes a race to the bottom. Instead, brands should think about how to make the event special, not just practical. They can start by limiting the number of sale days throughout the year and focusing on just a few tentpole events. Instead of just offering discounts, they can lean into limited-edition products or special bundles, mimicking the strategy of some luxury brands. This can be a season to buy higher-ticket items instead of basic necessities. And honestly, people are willing to spend. The average order value on the Lazada platform rose by almost 30% during last year’s 9.9 sale, indicating a preference for higher-quality products and trusted brands, not just the lowest prices. [8]Ahead of last year’s Singles Day sale, Lazada chose to position itself as a shopping platform for premium brands, highlighting a 100% authenticity guarantee and 2x money-back assurance. [9] In 2024, it launched LazMall Luxury in six Southeast Asian markets, where premium brands such as Chloé, Songmont, and La Mer are now available. These types of brands don’t usually offer high discounts but participate in the shopping festival with complimentary gift bundles. Now, who wouldn’t want a gift ahead of the holidays?
