As double-day events like 10.10, 11.11, and 12.12 continue to dominate Southeast Asia’s digital retail scene, new data from Criteo shows how these mega-sale days have become critical for both revenue growth and customer acquisition — especially in markets like the Philippines, where online spending and brand discovery are accelerating.
In its Q4 2024 Double Date Shopping Review, Criteo reported that Southeast Asia’s overall revenue rose 9.6%, transactions grew 6.5%, and traffic increased 6.4% year-on-year. Average basket sizes also climbed by 14%, a strong signal that shoppers were buying — and spending — more per order despite inflation and cautious sentiment.
“The impressive performance of Q4 double days across Southeast Asia underscores its growing significance in the regional retail calendar,” said Sukesh Singh, Managing Director (SEA), Criteo. “This highlights how shoppers remain engaged when value and relevance align.”
Singles’ Day dominates the regional sales landscape
Among all the double-day events, Singles’ Day (11.11) again proved to be Southeast Asia’s biggest retail moment. It drove a 172% surge in revenue, 132% jump in sales, and 48% increase in traffic over baseline levels — outperforming 10.10, 12.12, and even Western sale periods like Black Friday.
The average basket value during Singles’ Day peaked 17% higher than baseline, showing that consumers are more confident about spending on premium or bundled items when discounts are compelling and convenient.
Filipino shoppers join the double-day wave
In the Philippines, where e-commerce growth continues to outpace regional averages, double-day campaigns have rapidly become part of the local shopping calendar. Retail analysts note that Filipino consumers are among the most active mobile shoppers in Asia, often blending entertainment and purchasing across livestream and social platforms.
Criteo’s data trends mirror this shift: Filipino buyers are using double-day events not just for big-ticket deals, but to discover new brands, particularly in Health & Beauty, Fashion, and Home essentials — categories that align closely with family and lifestyle priorities.
This behavioral shift suggests that brands targeting Philippine audiences should emphasize discovery-driven marketing, influencer-led engagement, and early campaign visibility ahead of November and December’s biggest sales.
Double-day events fuel brand discovery and acquisition
Across the region, Singles’ Day also emerged as a powerful new customer magnet — driving 98% more first-time buyers than baseline activity, followed by 12.12 (91%), 10.10 (61%), and Black Friday (43%).
For retailers in the Philippines, this means double-day campaigns are no longer just about sales spikes — they’re strategic entry points for brand discovery and customer retention, particularly among Gen Z and young professionals who research and buy across multiple channels.
Health & Beauty leads regional category growth
Criteo data shows that shoppers across Southeast Asia focused their spending on Health & Beauty, Baby & Toddler, and Apparel & Accessories products during double-day events.
Category 10.10 11.11 12.12
Health & Beauty 225% 311% 300%
Baby & Toddler 191% 248% 241%
Apparel & Accessories 154% 224% 287%
In the Philippines, these same segments dominate e-commerce spending, particularly skincare, cosmetics, baby essentials, and apparel — categories that benefit from strong influencer marketing and cross-platform discovery.
Localized trends across the region show clear preferences:
Indonesia: Apparel & Accessories (183%)
Singapore: Health & Beauty (180%)
Thailand: Baby & Toddler (189%), Home & Garden (184%)
The data underscores the importance of tailoring campaigns by category and market, ensuring brands connect with what each audience values most.
Key strategies for brands in 2025
Criteo’s insights confirm that Q4 remains the region’s biggest opportunity for both sales and long-term growth. To make the most of this window, brands should focus on:
1. Plan early for discovery and intent.
Filipino shoppers start scouting deals as early as two weeks before big events. Brands should build awareness ahead of 11.11 through targeted campaigns, retail media, and social engagement.
2. Maximize basket value with smart merchandising.
Bundle offers, complementary items, and flash sales can raise checkout values. With rising comfort in online payments and “buy now, pay later” options, Filipino consumers are increasingly open to higher-value purchases.
3. Localize for relevance.
Double-day campaigns that integrate local culture, festive timing, and product relevance — from early Christmas gifting to payday cycles — stand out more in markets like the Philippines.
The takeaway
With over 7,600 brands and retailers globally and 2,000 in Asia Pacific, Criteo’s insights confirm that double-day sales are no longer just digital shopping festivals — they’re strategic growth engines for the region’s e-commerce economy.
For Southeast Asian retailers — from Jakarta to Manila — these “double days” are more than calendar events. They’re where discovery, value, and data-driven storytelling intersect, helping brands win not just carts — but customers for the long term.
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