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Revenge travel spend on the rise in APAC ahead of Black Friday weekend


By Shawn Lim | Reporter, Asia Pacific

November 25, 2021 | 3 min read

There will be a rise of revenge travel spending in Asia Pacific during the upcoming Black Friday weekend.


Shoppers in APAC are much more comfortable making purchases on their mobile devices

This is based on publisher data from Rakuten Advertising from the recent Singles’ Day mega sales day, where travel stands out with massive growth in year-on-year sales of 417%.

Other growth verticals with increased year-on-year Singles’ Day sales include pet products (162%), food and drink (124%), and home improvement (83%).

This points to a shift in behavior, where continue to spend in growth verticals that emerged during Covid-19 lockdown periods.

“While trends and the necessity for specialized marketing tactics vary by region, one thing is clear that peak shopping is no longer only about sales. Understanding the changing preferences and behaviors of shoppers is just as vital as focusing on discounts during known peaks like Singles’ Day, Black Friday, and Cyber Weekend,” said Stuart McLennan, senior vice-president for the Asia Pacific at Rakuten Advertising.

“It is important to work with a technological partner that puts your consumers’ interests first as they are the ones that understand what works best in every region.”

What does the data show?

  • Shoppers in APAC are much more comfortable making purchases on their mobile devices compared to desktops.

  • A year-on-year analysis comparing desktop against mobile orders noted that during this year’s Singles’ Day, orders made via mobile devices increased from 41% to nearly half (47%) of all orders.

  • Looking at Q4 2020 data, South East Asian consumers made significant purchases via their mobile phones.

  • The data also recorded that loyalty and rewards drove nearly 75% of orders during peak shopping festivals last year.

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