Decoding Double Days

Driving reach and performance beyond the walled gardens

Report / 2026

As the year enters its final quarter, Southeast Asia’s biggest shopping season kicks into high gear. Consumers are bombarded with sales, promotions and platform-led mega-days — and competition for attention has never been fiercer.

But the opportunity is bigger than any single promotional peak. With the massive Singles’ Day (11.11) on the horizon, it is crucial to recognise that the mega sales season is no longer defined by isolated discount events. Instead, it has evolved into a single, continuous season where each date informs the next. It is a high-intent period where consumer behaviours shift, purchase journeys accelerate and new opportunities emerge across markets and channels.

This whitepaper cuts through the noise to uncover how consumer intent forms, how Southeast Asian markets behave during the sales season, and where brands can find opportunities beyond the promotional peaks.

• The opportunity: Uncover what sets the ASEAN-6 markets apart — Indonesia, Malaysia, Singapore, Thailand, Vietnam, and the Philippines. From consumer mindsets to shopping behaviours, discover where the biggest opportunities lie.
• The audience: Buying habits are no longer linear, and marketers need to understand the seismic shifts impacting their target audience.
• Market breakdown: Identify when demand accelerates, where consumers are most engaged and the critical moments brands can act on to capture seasonal demand.

Download this report if you want to:

1. Spot the shifts: Gain insights into the latest shifts in customer behaviour, ensuring that you stay ahead of a busy calendar year and emerging practices.
2. Revolutionise your game plan: Discover the different approaches needed to cut across the Double Days clutter in the face of changing data dynamics and fragmented attention.
3. Capture what’s next: Access exclusive insights on how to reach consumers directly on their devices, going beyond typical channels like livestreaming and short-form video by adapting to the unique digital realities of each local market.