Seven in 10 Singaporeans plan holiday shopping online

About 81% plan to maintain or increase their holiday shopping budgets.

About 70% of Singapore consumers plan to do most or all of their holiday shopping online this year, down from 76% in 2025, according to Integral Ad Science (IAS).

Its Holiday Shopping Singapore 2026 Report found that mobile remains the main shopping device, with 71% of consumers naming it their most-used device, unchanged from 2025.

Spending plans remain steady, with 81% of consumers planning to maintain or increase their holiday shopping budgets this year.

Planned increases in digital channel use have fallen across social media, e-commerce and retail sites, and video. Social media declined to 55% from 61% in 2025, e-commerce and retail sites to 55% from 64%, and video to 40% from 47%.

AI also remains part of the shopping journey. Some 67% of consumers are open to AI-assisted shopping, down from 74% in 2025, whilst planned use of AI for product and gift research fell to 22% from 27%. However, 30% expect to increase their use of AI tools whilst shopping this season.

“Singapore’s holiday shopping journey remains firmly mobile-led, but the way consumers discover and research products continues to evolve across commerce, social, video and emerging AI-powered experiences,” said Megan Reichelt, country manager, Southeast Asia, IAS.

She said contextual relevance, brand safety and suitability are increasingly important as consumers move across digital touchpoints.

Online advertising remains a key discovery tool. Some 71% say it makes it easier to find products and promotions matching their needs and budgets, down from 77% in 2025.

Meanwhile, 69% say online advertising is important for discovering new products and promotions, also down from 77% last year.

The advertising environment also matters. Some 44% find ads relevant to the content they consume helpful, whilst another 44% value advertising on sites they consider safe and reputable.

Discounts and promotions remain a major purchase factor, with 73% saying they are a primary influence on purchase decisions.

IAS said marketers can use contextual intelligence, brand safety and suitability, fraud prevention, and independent measurement to reduce wasted media spend and improve campaign performance.