Marking the start of Spring and serving as a reminder to honor ancestors, the Lunar New Year holds deep cultural significance in Southeast Asia. Two billion people1 celebrate this occasion, making it a dynamic period with heightened consumer activity.
From travel planning, gift, and decor shopping, consumers are always looking for products and deals across digital mediums. This offers advertisers the opportunity to connect with audiences at the peak of their exploration and buying journey.
Throwing light on this, Microsoft Advertising and InMobi Advertising bring you crucial consumer behavior trends across eight key verticals from Lunar New Year 2024. Leverage these insights as a guide for your campaigns in 2025.
Search and click surges
Consumer interest ignited weeks before the Lunar New Year for most retail categories, with clicks and searches peaking four–six weeks prior and spiking again during the holiday week. Let us look at how this happened across categories and countries.
1. Apparel
As consumers sought new outfits for the season, searches and clicks peaked.
