Filipino consumers are returning to physical stores, but their digital shopping habits formed during the pandemic remain relevant, according to Meta’s latest seasonal holiday study.
The study, a survey of nearly 2,000 people aged 18 and older in the Philippines about their year-end shopping attitudes and behaviors, was conducted in December 2021. Sixty-seven (67%) of year-end shoppers surveyed said their purchases were made in-store, while 79% also made purchases online.
For Gen Xers and Boomers, mobile as a discovery channel rose 13 points to 76%. Overall, nearly 7 in 10 shoppers surveyed discovered and bought on social platforms and said they would spend more or the same as they did last year.
The study outlined five new consumer buying trends on year-end Mega Sale Days to help businesses maximize every selling moment:
1. Mega Sale Days stimulate new product discovery and consideration. Ninety-four (94%) of year-end shoppers surveyed are likely to try a new brand, particularly in the following categories: food (55%), apparel and fashion (38%), and electronics (36 %). Seventy-six percent (76%) of all year-end shoppers enjoyed discovering relevant items that they weren’t actively looking for.
2. Consumer buying behavior changes from day to day. In the Philippines, Mega Sale Days span the entire calendar year. Of end-of-year shoppers surveyed, 90% bought something on Mega Sale Days in 2021. 12.12 and 11.11 are the most popular Mega Sale Days, with 24% and 44% of end-of-year shoppers respectively year surveyed.
Product category biases are also noted – for 12.12, sales are biased towards preparing for the festive season, with shoppers buying items related to clothing and fashion (52%), food ( 43%) and health and beauty (38%). For 11.11, sales are also biased towards shopping for clothing and fashion (43%), food (34%) and health and beauty (30%).
3. Gen Z and Millennials are buying more on social platforms. Nearly 7 in 10 respondents have discovered and purchased on social platforms, and 76% of them typically belong to Gen Z and Millennials. Ninety-two percent (92%) of social shoppers have made a spontaneous discovery while shopping online and are 1.3x more likely to buy on mobile compared to a non-social shopper. Among social shoppers, 80% purchased a product they discovered through a personalized ad. Additionally, 76% of social shoppers surveyed are more likely to trust a brand that partners with a trusted creator and influencer.
4. Entertaining and immersive experiences influence purchase decisions at Mega Sale Days. Social media is a powerful engine of discovery through personal connections and recommendations (78%), sponsored content (68%) and video content (64%). 81% of social shoppers surveyed have watched or are open to a live online shopping event, with shoppers moving from awareness to purchase in a single session. Augmented reality (AR) technologies are also having a strong influence on shoppers, with 88% of them believing that augmented reality tools influence their buying decisions.
5. Cross-border buyers start shopping earlier, rely on instant business messaging and focus on brand value. APAC shoppers surveyed, 48% of them Filipinos, made a cross-border purchase, with 43% of APAC cross-border shoppers starting their purchases earlier (by the end of November) than regular shoppers. Among cross-border APAC shoppers, 61% sent a business message late last year.
They said the convenience and instant responses of communicating live with a person were the top reasons for messaging a business. Brand values are particularly important to APAC cross-border shoppers, with 41% looking for brands that are socially responsible, those that support local/small production and retail (40%) and have ethical business practices /fair (39%).
“Brands need to start building for discovery and being part of the considerations long before Mega Sale Days,” said John Rubio, Philippines country manager at Meta. “To meet people where they are, we recommend four key pathways to engage authentically. First, brands need to be social and mobile-first and deliver personalized advertising experiences. Second, buyers need to be able to connect directly to brands via instant messaging.Third, brands need to create immersive experiences through augmented reality, live shopping and trusted creators.Finally, brands need to find creative ways to communicate values and purpose. of your brand.
Deep dives into country-specific reports and how to leverage the insights can be found here https://www.facebook.com/business/insights/interactive-reports/holiday-shopping.