Sustainable consumption in the face of the double-digit day phenomenon [Video]

By Leslie See, Commerce Director, Media, dentsu Singapore

SINGAPORE – Double-digit days, such as 10/10, 11/11, and 12/12, have become major retail events that are now global shopping holidays. Inspired by the success of China’s Single’s Day and with the rise of e-commerce, these sales days have grown in scale and influence, blending consumer culture, technology, and marketing.

The psychology of digital holidays: Excitement, savings, and the thrill of time limited offers

Double-digit sales days have now become “digital holidays” to look forward to, tapping into the psychological appeal of traditional holidays like Lunar New Year, where celebration and togetherness are linked to happiness. This atmosphere can heighten positive emotions and encourage spending as a form of participation.

The idea of celebration creates a heightened sense of joy, which can lower rational restraint, making consumers more likely to buy impulsively. These sales captivate consumers, largely because they promise excitement, savings, and the thrill of time-limited offers.

Importantly, the …

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