Mega Sales 2020,

Unboxed
NEW BEHAVIOURS,
NEW OPPORTUNITIES
 BLACK FRIDAY TET

VN WOMAN DAY INT’ WOMAN DAY

CYBER MONDAY

OCT NOV DEC JAN FEB MAR

10/10 11/11 NEW YEAR

12/12 VALENTINE’S DAY

CHRISTMAS
Today, COVID-19 is driving a
similar tipping point - with three
accelerated behaviours expected
to stand out this holiday season.

Mobile Ecommerce Messaging

5 insights to power your
strategy this holiday season

1 2 3 4 5
Gen X and Boomers The economic Self-gifting & Imposed disruption The new perspective
dominate global downturn will expedite seasonal shopping fuels receptiveness on value: affordability,
mobile and the rise of Mega-Sales. can be positive outlets to new products authenticity and action.
ecommerce growth. in difficult times. and services.
Research Methodology

Surveyed 1,265 holiday Analysed a variety of Analysed Facebook

shoppers in Vietnam aged third-party sources conversion and
18+ about their year-end including GWI’s conversation data from
shopping Coronavirus Research Oct 1, 2019 - Jan 31,
habits and attitudes, among 15,274 global
2020 in Vietnam.
in partnership with internet users aged 16
YouGov from Dec 2 to – 64 from April 22 - 27
Dec 24 2019. 2020.
01 Gen X and Boomers
INSIGHT:

dominate global mobile

and ecommerce growth.
Specifically, almost 9 in 10 Gen X
& Boomers globally have been
shopping online since COVID-19.

65% 86%
of those Gen X / Boomers of Gen X / Boomers
surveyed globally are surveyed globally have
spending more time using been shopping online
mobile since the start of since the start of COVID-
COVID-191 192

Source: 1) Coronavirus Research by GWI, among 15, 274 global internet users aged 16 - 64, April 22 - 27 2020. Question : Which device(s) have
you been spending significantly more time using since the start of the coronavirus / COVID-19 outbreak?”2) Coronavirus Research by GWI,
among 15, 079 global internet users aged 16 – 64, March 31 – April 2 2020. Question: “How has the coronavirus / COVID-19 outbreak impacted
your online shopping behaviours?”,
From 2019 research, we saw that over 64% of year-end shoppers
are now reliant on mobile at every stage of the purchase journey.
For Boomers, mobile research has grown by 19pts YoY.

2018 VS. 2019 YEAR ON YEAR % All Gen X Boomer

GROWTH OF YEAR-END SHOPPERS
IN VIETNAM USING MOBILE

100% +10pts
+19pts
90% +11pts
+4pts +11pts
80%
+3pts
70%
+8pts
60%
50%
40%
30%
20%
10%
0%
Holiday Discovery Holiday Research Holiday Purchase

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
Across categories, year-end shoppers in Vietnam report the Facebook
Family of Apps as their no. 1 online source of ideas and inspiration.
Where shoppers surveyed in Vietnam have discovered ideas or
browsed for inspiration online during the 2019 year-end season

APPAREL ELECTRONICS HEALTH & BEAUTY

92% 90% 93% 92%

80% 76%
65% 62% 60% 59% 58% 57%
53% 49% 51%

Facebook Facebook eCommerce Search Instagram Facebook Facebook Search eCommerce YouTube Facebook Facebook eCommerce Messaging Search
Family (any) websites engines Family (any) engines websites Family (any) websites services (any) engines

FOOD TRAVEL ALCOHOLIC BEVERAGES

83% 80% 93% 89%

65% 82% 81%
50% 46% 45% 52% 49% 62% 56%
47%

Facebook Facebook Instagram Messaging Search Facebook Facebook Instagram YouTube Search Facebook Facebook Search eCommerce Messaging
Family (any) services (any) engines Family (any) engines Family (any) engines websites services (any)

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
With many more willing to make a
purchase when their rapidly changing
needs & expectations are met.
% GEN X & BOOMERS SURVEYED IN VIETNAM “I’m more likely to buy from
WHO CARE ABOUT “SHOP ONLINE, PICK UP IN-STORE”
a business if I’m able to instant
62% message them”

2019
64%
of all year-end shoppers
% GEN X & BOOMERS SURVEYED IN VIETNAM WHO HAVE surveyed in Vietnam agree
“MESSAGED A BUSINESS DURING THE YEAR-END SEASON”

70%

2019

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265
people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
INSIGHT 1 TAKEAWAYS

Gen X and Boomers • Personalize at scale. Target the right

dominate global consumers with the right creatives

mobile and • Make it easy and convenient for people

to connect with your business via

ecommerce growth messaging

• Bring omni channel experiences to

people to streamline their shopping
journey
02 The economic
INSIGHT:

downturn will expedite

the rise of Mega-Sales.
 “I look out for sales
and bargains during
this time of year”
Price sensitivities will be heightened this Q4
season. But even before COVID-19, price was the
greatest year-end concern.
82%
of year-end shoppers
surveyed in Vietnam
TOP 5 MOST IMPORTANT FACTORS TO YEAR-END agree
SHOPPERS WHEN MAKING SHOPPING DECISIONS
(% of those surveyed in Vietnam)

Price 91%

Discount
offers 88%

Product
choices 87%

Free
shipping 86%

Coupons 83%

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec
to 24 Dec 2019.
This year, Mega-Sales could
be the moment that buyers
are waiting for.

45%
who delayed technology
40%
who delayed luxury item
purchases as a result of purchases as a result of
COVID-19 will now wait until COVID-19 will now wait until
promotions for purchase promotions for purchase

Source: Coronavirus Research by GWI, among 15,274 global internet users aged 16 - 64, April 22 - 27 2020.
Question: “Thinking about these delayed purchases, what do you think you will do?” Base: 4,415 / 2,850.
 81% of shoppers surveyed in Vietnam say
they’ve bought something during large discount
and sales events across the year-end season. How conversions on each Mega Sales
Day outperforms the daily average daily
in Q4 in Vietnam:

CONVERSION EVENTS VISIBLE TO FACEBOOK

ACROSS NOV/DEC 2019 IN VIETNAM
(shown as % of standard event) 11.11 Black Friday

11.11
(Single’s Day)
12.12
2.4X 1.8X
29.11
(Black Friday)
the daily avg. the daily avg.

12.12

2.7X
the daily avg.
9

9
9

9
9

19

9
9

-1
-1

-1

-1

-1
-1

-1

-1

-1

-1
-1

-1

ec
ov

ov
ov

ec

ec
ov

ov

ec

ec
ec
ov

ec
-D

-D
-D

-D

-D
-N

-N
-N

-D

-D
-N

-N
-N

16
11

31
26
21
16
11

26

06
21

01
06
01

Source: Facebook data. VN 01-11-2019 to 31-12-2019. Analysis of conversion pixel and app events data for advertisers who have installed Facebook
Pixel and Facebook SDK.
Black Friday & Cyber Monday are the most
popular Mega Sales events for year-end shoppers
surveyed in Vietnam.

TOP MEGA SALES DAYS OBSERVED BY HOLIDAY SHOPPERS

(% for those surveyed in Vietnam)

70% 66%
65%
60%
55%
51%
50%
45%
40%
32%
35% 27%
30%
25%
20%
15%
10%
5%
0% Black Friday Cyber Monday 12.12 Singles Day

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec
2019.
 Conversations around
During the 2019 season, conversations “sales” on Black Friday are

around “sales” on Facebook started building

from mid-November. 5.9X
higher than the daily
FREQUENCY OF CONVERSATIONS ABOUT “SALES” average from November
ON FACEBOOK IN VIETNAM IN NOV/DEC 2019 through December in
Vietnam
Black Friday /
Cyber Monday

9
9

9
9

19
9

9
-1

-1

-1

-1

-1
-1

-1

-1

-1

-1
-1

-1

ec
ov

ov
ov

ec

ec
ov

ov

ec
ec
ov

ec

ec
-D
-D

-D

-D

-D
-N

-N
-N

-D

-D
-N

-N
-N

16
11

26
21

31
16
11

26

06
21

01
06
01

Source: Facebook data. VN 01-11-2019 to 31-12-2019. Analysis of conversation data.

Black Friday / Cyber Monday Shoppers in Vietnam are 1.8x more likely to plan
a “designer goods” purchase across the year-end season.

AGE OF BLACK FRIDAY / BLACK FRIDAY / CYBER MONDAY SHOPPERS

CYBER MONDAY SHOPPERS
5% (VS. NON-BLACK FRIDAY / CYBER MONDAY SHOPPERS)
SURVEYED IN VIETNAM 13% (% of those surveyed in Vietnam)

Boomers
51%
Gen X 31%
Gen Z

Millennials 1.8X
more likely to purchase
1.6X
more likely to
1.4X
more likely to purchase
“designer goods” purchase “jewellery” “travel”

GENDER OF BLACK FRIDAY / CYBER MONDAY SHOPPERS

SURVEYED IN VIETNAM

Female 51%

Male
49%
1.4X
more likely to purchase
1.4X
more likely to purchase
1.2X
more likely to purchase
“alcoholic beverages” “health & beauty” “sporting goods”

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
12.12 Shoppers in Vietnam are 1.5x more likely to plan a “toys” purchase
across the year-end season.

AGE OF 12.12 SHOPPERS 12.12 SHOPPERS (VS. NON-12.12 SHOPPERS)

SURVEYED IN VIETNAM
6% (% of those surveyed in Vietnam)
13%
52%
Boomers

Gen X 29%
Gen Z

Millennials 1.5X
more likely to
1.4X
more likely to purchase
1.3X
more likely to purchase
purchase “toys” “sporting goods” “travel/vacation”

GENDER OF 12.12 SHOPPERS

SURVEYED IN VIETNAM

Female 48%

Male 52%
1.2X
more likely to purchase
1.2X
more likely to purchase
1.2X
more likely to purchase
“electronics goods” “healthy & beauty” “alcoholic beverages”

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
Singles Day shoppers in Vietnam are who are 1.7x more likely to plan a
“DVDs/Music” purchase across the year-end season.

AGE OF SINGLES DAY SINGLE DAY SHOPPERS (VS. NON-SINGLES DAY SHOPPERS)
SHOPPERS SURVEYED
4% (% of those surveyed in Vietnam)
IN VIETNAM 14%
53%
Boomers

Gen X 29%
Gen Z

Millennials 1.9X
more likely to purchase
1.7X
more likely to
1.6X
more likely to purchase
“designer goods” purchase “DVDs/Music” “sporting goods”

GENDER OF SINGLES DAY

SHOPPERS SURVEYED IN VIETNAM

Female
43%

Male 57%
1.5X
more likely to
1.4X
more likely to
1. 4X
more likely to purchase
purchase “travel” purchase “gift cards” “video games”

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
While conversations around specific
Mega-Sales start building from up to 10 days prior.
FREQUENCY OF CONVERSATIONS ABOUT FREQUENCY OF CONVERSATIONS ABOUT
“SINGLES’ DAY” ON FACEBOOK IN VIETNAM IN Q4 2019 “BLACK FRIDAY” ON FACEBOOK IN VIETNAM IN Q4 2019

3 days prior 10 days prior

1/11/19 6/11/19 11/11/19 16/11/19 21/11/19 26/11/19 15/11/19 20/11/19 25/11/19 30/11/19 5/12/19 10/12/19 15/12/19

FREQUENCY OF CONVERSATIONS ABOUT FREQUENCY OF CONVERSATIONS ABOUT

“CYBER MONDAY” ON FACEBOOK IN VIETNAM IN Q4 2019 “12.12” ON FACEBOOK IN VIETNAM IN Q4 2019

3 days prior 5 days prior

15/11/19 20/11/19 25/11/19 30/11/19 5/12/19 10/12/19 15/12/19 1/12/19 6/12/19 11/12/19 16/12/19 21/12/19 26/12/19

Source: Facebook data. VN 01-11-2019 to 31-12-2019. Analysis of conversation data..

INSIGHT 2 TAKEAWAYS

The economic • Use promotions & Mega-Sales to

appeal to price sensitivity and

downturn will accelerate buying

expedite the rise • Black Friday, Cyber Monday, 11/11 and

12/12 continued to be important Mega

of Mega-Sales sales day. Black Friday turned out to

be the more popular days, with
participation from both online and
offline merchants

• At least 10 days before Mega –Sales

day are the time frame business
should be ready for your consumer’s
shopping intention
03 Self-gifting and seasonal
INSIGHT:

shopping can be positive

outlets in difficult times.
From our 2019 research, we saw that over 8 in 10 83%
of all year-end shoppers
year-end shoppers surveyed in Vietnam look to surveyed in Vietnam
reward themselves across the season. “research gifts for
themselves” during
the year-end season
% DOING RESEARCH AMONG CATEGORY YEAR-END For myself

SHOPPERS SURVEYED IN VIETNAM For others

90%
89% 89%
88%
87% 87%
86% 86% 86% 86%
85% 85%

Ecommerce / Retail CPG Financial Services Entertainment Travel Tech & Telco

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people
aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
And this growing phenomenon of Mega Sales is
creating a new breed of shopper - who’s more likely
to self-gift, spend more and rely on mobile.

Mega Sales shoppers surveyed in Vietnam are:

2.8X 1.3X 1.4X 1.1X 1.2X

more likely to more likely to be more likely to more likely to more likely
buy something a high spender discover ideas research via to purchase via
for themselves during the year- and inspiration mobile during the mobile during the
end season via mobile year-end season year-end season
during the year-
end season

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+).
Vietnam data only. 2 Dec to 24 Dec 2019.
As the outbreak begins to ease, many global
shoppers expect to pick up on these purchases
- prioritizing travel, clothing and electronics as
their first non-essential “big” buys.
TOP LARGE PURCHASES PEOPLE WILL PRIORITIZE MAKING FIRST
(% of internet users surveyed globally)

49%
Vacations/
trips
28%

Clothes 21%
of internet users surveyed
Smartphone 15% globally say they’ll buy
purchases they delayed “when
Home
appliances/ 14%
the outbreak is over or begins
devices
to decrease in my country”
Personal
13%
electronics

Source: Coronavirus Research by GWI, among 15, 274 global internet users aged 16 - 64, April 22 - 27 2020. Question 1) “Thinking about large
purchases that you have delayed, when do you plan to buy them?” Question 2) “Which large purchases will you prioritise making first?” Base: 11,360
Increased interest in “little luxuries” suggest potential for
similar growth this downturn, as the comfort economy gains momentum.

INSTAGRAM INTERACTIONS WITH LITTLE LUXURIES / COVID-19

SELF-GIFTING RELATED PUBLIC POSTS

Holiday 2019

9/1/2019 10/1/2019 11/1/2019 12/1/2019 1/1/2020 2/1/2020 3/1/2020 4/1/2020

Source: CrowdTangle, “little luxuries / self-gifting” related public posts, chart shows volume of posts interactions related to these terms.
INSIGHT 3 TAKEAWAYS

Self-gifting & • Reassure and give people more

reasons to buy gifts for themselves
seasonal shopping and for others

can be positive • Use Messenger Bots to help people

find the right gift, for themselves or
outlets in others

difficult times
04 Imposed disruption fuels
INSIGHT:

receptiveness to new
products and services.
Millions are trying new
behaviours, products
and services as a
result of COVID-19.

84%
of survey respondents in China
tried at least one new service for the
first time during the COVID-19 outbreak

Source: Kantar WeChat survey, N=1093,

Representative sample collected from Feb 6 till 9 in China.
 “I often explore different
And year-end is increasingly the time when product categories during
the holiday season than
people explore new product categories - with I do the rest of the year”

Millennials the most likely to say they do so.

77%
of year-end shoppers
% OF THOSE SURVEYED IN VIETNAM LIKELY TO EXPLORE surveyed in Vietnam agree
NEW PRODUCTS DURING THE HOLIDAY SEASON (+21pts since 2018)

52%

30%

14%

5%

Gen Z Millennials Gen X Boomers

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+).
Vietnam data only. 2 Dec to 24 Dec 2019.
Beyond Mega-Sales, price is one of the top
reasons why over half of year-end shoppers
in Vietnam purchase products from overseas.

REASONS WHY SHOPPERS PURCHASE PRODUCTS

FROM ABROAD DURING THE YEAR-END SEASON
(% of those surveyed in Vietnam)

56%

56%
37%
34%
29%

Products are better made
Product isn't made here
It shows more thought to the
gift re cipient
of year-end shoppers
surveyed in Vietnam spend a
portion of their year-end
budget on goods shipped
Products are less expe nsive
from abroad

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+).
Vietnam data only. 2 Dec to 24 Dec 2019.
Top source countries for cross-border purchases
by year-end shoppers in Vietnam

APPAREL ELECTRONICS HEALTH & BEAUTY

54% 56%
45% 43% 41%
38% 36% 30% 33%
22% 18% 17% 23%
18% 18%

KR US CN JP FR US JP KR FR CA KR US JP FR CA

HOME & GARDEN DESIGNER GOODS TOYS

44% 41% 40% 36% 36% 35%

31% 29% 30%
25% 24% 19% 19%
16% 18%

JP US CN KR DE US KR JP CN FR US JP CN KR CA

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+). Vietnam data only. 2 Dec to 24 Dec 2019.
INSIGHT 4 TAKEAWAYS

Imposed disruption • Diversify your product portfolio to

suit more receptive consumers

fuels receptiveness • Reach out and share your brand

to new products stories to your audiences proactively

during this time

and services
05 The new perspective
INSIGHT:

on value: affordability,
authenticity & action.
With those surveyed in Q4 desiring reliability
and smarts over brands that appear “young”.

TOP 5 THINGS CONSUMERS WANT BRANDS TO DO TOP 5 THINGS CONSUMERS WANT BRANDS TO BE
(% of internet users surveyed in Vietnam) (% of internet users surveyed in Vietnam)
Q4 2019 Q4 2019

57% 56% 55%

61%
40% 38%
52% 52%
43% 42%

Be eco-friendly Be socially Listen to Help you improve Make you feel Smart Reliable Authentic Young Innovative
responsible customer your skills valued
feedback

Source: Core Research by GWI, among 2,520 internet users aged 18+ in Vietnam, Q4 2019. Question 1) “Which of these things do you want brands to do?”
Question 2) “Which of these things do you want brands to be?” Base: 1,677
Year-end shoppers in Vietnam like to see videos that emphasize
family - with those that show the product virtually considered most
useful for making purchase decisions.
TYPES OF VIDEOS THAT WOULD HELP HOLIDAY
TOP 5 VIDEO TYPES SHOPPERS LIKE
SHOPPERS DECIDE ON THEIR PURCHASES, BY
TO SEE DURING THE HOLIDAY SEASON
CATEGORY
(% of those surveyed in Vietnam)
(% of those surveyed in Vietnam)

Videos created by the Videos that show Videos created by

company that show the the product virtually social media influencers
product being used projected
Emphasizes family 53%

66% 68%
Get me in the mood
43%
for the holidays
55% 57% 58%
53%
Gives me new ideas
42% 42% 40%
about gifts to buy

30%
Are funny in a way that
41%
celebrates the holiday

Emphasizes friends 30%

Clothes & Accessories Health & Beauty Home & Garden

Source: “Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 1,265 people aged 18+).
Vietnam data only. 2 Dec to 24 Dec 2019..
 This year, as shoppers rely even more on digital
for their holiday needs, they will look to businesses
that go further to delight and surprise.

Three APAC-led “Shoppertainment” trends to consider this holiday:

LIVE Shopping Gamification Social Buying

These trends are increasingly relevant - with
many spending more time on activities that
bring them together (or entertain them) while
apart, due to COVID-19.

52% 35%
of those surveyed globally say of those surveyed globally say
they are spending more time they are spending more time
watching streaming services as on video games as a result of
a result of COVID-19 COVID-19

Source: Coronavirus Research by GWI, among 15, 274 global internet users aged 16 - 64, April 22 - 27
2020. Question: “Which have you been doing at home more as a result of the COVID-19 outbreak?”
INSIGHT 5 TAKEAWAYS

The new • Communicate authentically with your

customers

perspective on • Bring the joy of shopping through new

value: Affordability, formats like Facebook and Instagram

LIVE and Stories

authenticity
and action. • Partner with influencers that align
with your brand values and leverage
Branded Content to spread the word
5 insights to power your
strategy this holiday season

1 2 3 4 5
Gen X and Boomers The economic Self-gifting & Imposed disruption The new perspective
dominate global downturn will expedite seasonal shopping fuels receptiveness on value: affordability,
mobile and the rise of Mega-Sales. can be positive outlets to new products authenticity and action.
ecommerce growth. in difficult times. and services.
Thank you