Singapore shoppers start year-end buying earlier

Among local SMEs, 95% view e-commerce festivals as critical for capturing demand.

Singapore consumers are starting their year-end shopping earlier and shifting more activity online, according to FedEx.

The firm found that 34% of Singapore shoppers begin holiday purchases in October, followed by 27% in November and 19% in December. About 45% expect to shop more online than last year, and one in three plan to conduct at least half of their shopping online.

Fashion, food, and luxury items are the most popular categories, with quality, brand reputation, and uniqueness cited as key purchase drivers.

Festive sales events are a major influence on consumer behaviour. According to FedEx, 79% of Singapore shoppers factor Double 11, Black Friday, and Cyber Monday into their buying decisions. Among local SMEs, 95% view e-commerce festivals as critical for capturing demand.

Logistics continues to shape conversion. At least 85% of consumers say fast delivery is important, whilst delays and shipping costs are the most common pain points.

Many Singapore shoppers indicated they would buy more from European sellers if shipping costs were lower, product variety were wider, and delivery were faster. Most purchases are made via online marketplaces (59%), compared with 23% through brand websites.

In response, 41% of SMEs are strengthening fulfilment and delivery operations, whilst 39% are localising products.

FedEx also noted its operations generated US$126b in global economic impact in FY2025, including $5.7b across Singapore and the wider Asia Pacific region.