The majority of SEA consumers will go on a hybrid holiday shopping setup

A study showed that 81% choose mobile for their shopping purchase.

The holiday season is expected to increase retail activities, with more than 70% of shoppers in selected Southeast Asian markets doing phygital for their holiday shopping.

InMobi’s study showed that 73% of 1,000 respondents from Indonesia, Singapore, and the Philippines are planning to hybrid shop, with mobile phones as the most preferred medium.

“86% of shoppers in Southeast Asia using mobile for exploring; 81% choosing mobile to make the final purchase; and 63% use mobile to search for products,” read the report.

Six out of ten respondents (60%), meanwhile, reported that they planned to raise their budgets for online shopping, meaning 90% will increase or maintain online shopping budgets when compared to 2022.

There were also different buying personas during the holiday season: Category Explorers (58%) who have decided on products to shop but not brands; Bargain Hunters (29%) who seek incentives before they make their purchases; Brand Lovers (13%) who know both the products and the brands they want.

Other buyer behaviours expected in the holiday season are shoppers’ tendency to buy using their phones after 4 p.m.

Single-digit and double-digit shopping festivals are still record breakers, being the most anticipated and popular sale events of the year for Southeast Asia’s shoppers.

Fashion and accessories, gadgets, and personal care products including cosmetics are the top three items most likely to be bought.