Is lack of brand loyalty good for retailers during mega sales days?

It will develop new audiences and customers.

There is a lack of brand loyalty during mega sales days as more than half of Singaporeans use social media to discover products, an Emplifi study showed.

After evaluating the top five e-commerce platforms for the whole of December 2022, the marketing firm said there was minimal brand loyalty and some changes in total followers during mega sales days in December 12 and Christmas season.

Instagram’s e-commerce brands posted surge new followers between 10 to 12 December, totalling 76 followers, with the highest change in followers (33 followers) recorded in 12 December.

Online brands on Twitter saw a decline of 94 followers from 23 to 24 December, before experiencing a spike with 58 new followers on 25 December. 

“The lack of brand loyalty during MSDs creates opportunities for brands to win customers and engage with new audiences. Facebook and Bain & Company found that during this time, 88% of Singaporeans are more likely to try products from a brand they have never bought from before, and consumers have brand affinity after they move,” said Emplifi.

Interactions per post grew nearly 60% in Facebook on 10 December at 158.39 interactions from a day before (93.4 interactions). 

Interactions peaked once again on 25 December at 149.93 interactions, more than a 100% jump from 24 December.  

For Instagram, the highest average interaction per post for the month was on 26 December at 816 interactions. 

Twitter also saw the highest number of tweets for the month on 12 December with likes accounting for a majority of interactions at 68.13%. 

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