Mega Sale days lead to new product discovery: report

Around 94% of APAC consumers are keen on trying new brands during Mega Sale days.

Around nine in 10 or 94% of year-end shoppers in the Asia Pacific region are likely to try new brands in various categories during Mega Sales days, according to a report by Meta showed.

In a statement, Meta said that shoppers in the region are likely to try a new brand in the apparel and fashion, and food categories, both at 46%, followed by the electronics category at 41%, during year-end shopping.

Around seven in 10 or 66% of year-end shoppers stated that they enjoyed discovering relevant items that they were not looking for.

Mega Sale Days also drive the shift in consumer shopping behaviours, with sales during the 12.12 sales, where 79% of those surveyed participated, skewed towards apparel and fashion (39%), and health and beauty (27%).

Meanwhile, sales during 11.11 that is participated by 77% of the respondents were skewed towards apparel and fashion (38%), and food (31%).

The study also found that entertaining and immersive experiences influence purchase decisions during Mega Sale Days, with social media as a key discovery driver through personal connections and recommendations at 74%, followed by sponsored content at 66%, and video content at 56%.

About four in five or 77% of social shoppers have watched or are open to a live shopping event virtually, with shoppers “moving from awareness to purchase within one session.

Augmented reality (AR) technologies also have a strong influence with 81% believing AR tools are influential in their purchase decisions, Meta said.

“Brands need to start building for discovery and being part of the consideration set well ahead of Mega Sale Days. Brands also need to meet people where they are,” said Dan Neary, vice president of Asia Pacific at Meta. 

For brands to engage with their consumers, they need to be “social and mobile first," deliver personalised ads experiences, and ensure that the shoppers connect directly with them through instant messaging, Neary said.

He added that brands need to create immersive experiences through AR, live shopping, and trusted creators, and look for creative ways to communicate their brand values and purpose.

The Meta Seasonal Holidays Study by YouGov surveyed 18,189 people in APAC online about their year-end shopping habits and attitudes from 1 to 24 December 2021 across 12 APAC markets. These markets include Singapore, Malaysia, Thailand, Vietnam, Indonesia, Philippines, Hong Kong, Taiwan, Australia, Japan, South Korea and Pakistan. 

Globally, the Meta-commissioned online study involved 52,055 people aged 18 and up in 34 markets. 

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