How well do retailers know Singapore consumers’ shopping habits? Do they personalise, or mass purchase? What do consumers want from retailers to make their present-hunting experience a fuss-free, joyous one? SAP Hybris surveyed more than 1,000 consumers in Singapore this November 2016 to uncover Christmas shopping habits amongst Singapore consumers, and how (un)happy they are with the gifts they have received in the last 3 years.

1. 51%
of the consumers in Singapore
were unsatisfied with their
Christmas presents
of the consumers in Singapore
were delighted with their
Christmas presents
29%
HOW DO SINGAPORE CONSUMERS
SHOP FOR CHRISTMAS?
SAP Hybris Christmas Shopper Survey
How well do retailers know Singapore consumers’ shopping habits? Do they personalise, or mass purchase?
What do consumers want from retailers to make their present-hunting experience a fuss-free, joyous one?
SAP Hybris surveyed more than 1,000 consumers in Singapore this November 2016 to uncover Christmas shopping habits
amongst Singapore consumers, and how (un)happy they are with the gifts they have received in the last 3 years.
24%
19%
Have no habit of buying
Christmas gifts
Almost 1 in 5 have not
received Christmas gifts
in the last 3 years
Personalise each
and every gift
34%
Plan Christmas
shopping in advance
19%
Only personalise for
friends and family,
while mass purchasing
for everyone else
35%
39%
Mass purchase
for everyone
16%
17%
Have no specific
items in mind but
buy as they browse
Are last minute
shoppers and
buy whatever is
convenient
Are Singapore consumers personalising gifts this Christmas?
This is likely because majority of Singaporeans do not plan
their shopping lists ahead of time with 39% of respondents to purchase
as they browse the stores for gifts.
Retailers are pulling out all the stops to attract shoppers this Christmas,
but are they ensuring people get their hands on the ‘right gift’?
most important retail offerings:
YES
At least someone’s
getting something…
TOP 3
Physical store with
both ecommerce
and mobile app
68%
Self-pickup
services at
physical store
54%
Physical store
with ecommerce
site only
29%
Santa knows whether you’re naughty or nice – and
who doesn’t like receiving a personalised gift that
rewards how good he or she has been all year round?
Just like how Santa curates his list, retailers and
marketers should also be looking at analysing data
real-time, contextualising them to the individual in
order to deliver the best gifting options this Christmas.
3 TIPS
68%
of Singapore consumers want retailers to offer
omnichannel options, allowing them to shop for
Christmas in-stores, online and on their mobiles.
Do not miss out on pleasing customers on this season of
giving, by ensuring your promotions, products and
services are available across channels.
Embrace omnichannel
this Christmas
Contextualise just like you
would personalise your gifts!
65%
48%
Free shipping
On-time delivery
This are the top two must-haves for
retailers to ensure a great Christmas
shopping experience. Beyond your front-
end promotions, it is just as important
to ensure the backend processes like
inventory and billing management are
integrated to deliver the smoothest
shopping experience.
Your backend elves
are just as important.
Singapore shoppers want cross-channel options more than new-age
services like digital wallets and augmented reality store experiences.
INSIGHT
for retailers
this Christmas
NO!