Seven in 10 Singaporeans plan holiday shopping online

About 81% plan to maintain or increase their holiday shopping budgets.

About 70% of Singapore consumers plan to do most or all of their holiday shopping online this year, down from 76% in 2025, according to Integral Ad Science (IAS).

Its Holiday Shopping Singapore 2026 Report found that mobile remains the main shopping device, with 71% of consumers naming it their most-used device, unchanged from 2025.

Spending plans remain steady, with 81% of consumers planning to maintain or increase their holiday shopping budgets this year.

Planned increases in digital channel use have fallen across social media, e-commerce and retail sites, and video. Social media declined to 55% from 61% in 2025, e-commerce and retail sites to 55% from 64%, and video to 40% from 47%.

AI also remains part of the shopping journey. Some 67% of consumers are open to AI-assisted shopping, down from 74% in 2025, whilst planned use of AI for product and gift research fell to 22% from 27%. However, 30% expect to increase their use of AI tools whilst shopping this season.

“Singapore’s holiday shopping journey remains firmly mobile-led, but the way consumers discover and research products continues to evolve across commerce, social, video and emerging AI-powered experiences,” said Megan Reichelt, country manager, Southeast Asia, IAS.

She said contextual relevance, brand safety and suitability are increasingly important as consumers move across digital touchpoints.

Online advertising remains a key discovery tool. Some 71% say it makes it easier to find products and promotions matching their needs and budgets, down from 77% in 2025.

Meanwhile, 69% say online advertising is important for discovering new products and promotions, also down from 77% last year.

The advertising environment also matters. Some 44% find ads relevant to the content they consume helpful, whilst another 44% value advertising on sites they consider safe and reputable.

Discounts and promotions remain a major purchase factor, with 73% saying they are a primary influence on purchase decisions.

IAS said marketers can use contextual intelligence, brand safety and suitability, fraud prevention, and independent measurement to reduce wasted media spend and improve campaign performance.

A NOTE FROM SINGAPORE BUSINESS REVIEW

Reaching the people who run Asia's businesses is harder than it used to be.

Inboxes are crowded. Attention is short. The executives you most want to reach — the founders, CFOs, and operators who actually move budgets — are the hardest to find through the usual channels. If you're building a company, a category, or a reputation, you already know this.

We've spent twenty years building the room they read. Singapore Business Review is where senior decision makers in Singapore and across Southeast Asia come for business coverage they can't get elsewhere — in print, online, and in person at the summits and roundtables we host across seven markets.

If you have something these readers should know about — a point of view worth publishing, a product worth their attention, an event worth their time — we'd like to hear what you're trying to do.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia