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Black Friday was ahead of Singles Day in SE Asia

While Singles’ Day hit US$25.3 billion dollars in sales, it was Black Friday and Cyber Monday that dominated social media chatter in Singapore, Malaysia and Indonesia, according to statistics released by media intelligence company Meltwater.

Online reactions tracked in the lead-up to – and during – Singles’ Day, Black Friday and Cyber Monday by Meltwater found that over eight in ten conversations (82.92 per cent) online were focused on Black Friday and Cyber Monday.

Coupons website, Cuponation Singapore, also highlighted that Singaporeans chose to use discounts for categories such as Electronics & Phones, Fashion & Accessories, as well as Beauty, Health & Wellness during Black Friday 2017. In terms of the shopping time: Singaporeans shopped at Midnight, 10am and 11pm, right before Black Friday ended.

Regionally, Indonesia led the way driving the highest volume of online chatter with 88.6 per cent of conversations centered around Black Friday and Cyber Monday. Out of the three markets monitored by Meltwater, Singapore generated the most social media buzz for Singles’ Day, accounting for 22.14 per cent of the conversations, followed closely by Malaysia at 21.97 per cent.

Meltwater tracked online perceptions across Facebook, Twitter, Instagram, YouTube, blogs, forums, message boards and review sites from 28 October to 28 November 2017. “The rise of Singles’ Day in recent years has been astronomical, breaking records every year and drawing interest from around the globe. While it’s clear that Chinese consumers are spending and talking about Singles’ Day, this massive spend and conversation in China seems to have translated poorly to other markets in Southeast Asia. Black Friday and Cyber Monday still prevail, highlighting the fact that these markets have yet to be fully penetrated by the Chinese phenomenon,” said Neil Brennan, Area Director, Meltwater Japan and South East Asia.


Conversations across all countries typically revolved around finding good deals and offers from specific retailers. According to Meltwater, Alibaba was a major source of online chatter thanks to its record breaking sales figures. Lazada, backed by Alibaba, also drew a considerable amount of chatter following their Singles’ Day push. The largest trending topic in Indonesia was Taman Anggrek, a famous mall located in Jakarta, known for being one of the biggest in Southeast Asia.

Trending Keywords Black Friday & Cyber Monday Singles’ Day
Regional 1. Sales 1. Alibaba
2. Amazon 2. Lazada
3. Best Buy 3. China
Singapore 1. Black Friday Sales 1. Lazada Sale
2. Free Shipping 2. Taobao Buying Guide
3. Amazon 3. Qoo10 Deals
Malaysia 1. Amazon 1. Alibaba
2. Black Friday Sales 2. Singles’ Sale
3. Cyber Monday Sales 3. China
Indonesia 1. Amazon 1. Taman Anggrek
2. Best Buy 2. Singles’ Sale
3. Black Friday 3. Alibaba

A majority of the conversations took place on Twitter, Instagram and online forums. Twitter emerged as the top platform contributing to more than half of all conversations about Singles’ Day and over 85 per cent of chatter on Black Friday and Cyber Monday.

Cuponation’s data highlighted that among the Cyber Monday shoppers, 55.32 per cent were male while 44.68 per cent were female. The age group 25-34 led the sales during Cyber Monday.


Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.