It’s October, and in the Philippines, the Christmas spirit is already in full swing. That’s right—Christmas isn’t just a day; it’s a season, and with a country that’s 90% Christian (Harvard), the holiday cheer kicks off early and lasts for months of nonstop celebrations. For Malaysian businesses such as yours, this means one thing: opportunities.
If your business hasn’t yet started thinking about how to expand into the Philippines for Christmas, you’re missing out on one of the biggest consumer spending seasons in Southeast Asia. But don’t worry—in this article, we lay out the two key strategies (yes, only two) to help you get started.
Before diving in, let’s set the stage with some key insights:
- Massive Market: The Philippines’ 119 million population is more than three times Malaysia’s, making it one of Southeast Asia’s biggest consumer markets.
- Big Holiday Spenders: The average Filipino household spends 35,600PHP (over RM2,600) during Christmas (WorldRemit, 2023).
- E-Commerce Boom: With 73.6% internet penetration, the Philippines is a thriving e-commerce hub (Meltwater, 2024).
- Easy Imports: With a high de minimis value, goods under 10,000 PHP (RM749) are duty-free, helping businesses maintain affordable pricing and stay competitive across borders.
- Cross-Border Enthusiasts: 89% are already shopping from overseas e-commerce platforms, making it easier than ever for you to capture their attention (Ninja Van, 2022).
Secret #1: Influencers’ Magic and Social Media Growth
Filipinos have a deep connection with local influencers, who often set the trends in fashion, beauty, and lifestyle. This love for influencers has turned into a goldmine for brands eager to leverage their star power. In fact, influencer marketing in the Philippines is on track to grow at a solid 11.45% compound annual growth rate (CAGR), set to hit a market volume of US$186.90 million by 2029 (Statista, 2024).
What’s driving this? The country’s young, tech-savvy population. With 6.5 million Filipinos joining the digital scene every year and spending an average of 3 hours and 34 minutes daily on social media (Meltwater, 2024), this generation is shaping consumer trends and buying habits. For brands, it’s a prime opportunity to tap into a growing audience ready to be influenced.
Secret Strategy #1: Think Micro-Influencers and Video Content
Don’t Just Chase Follower Count
Many brands focus on influencers with massive followings, but the real trick is to target micro-influencers with smaller, niche audiences who are highly engaged and loyal.
These influencers offer more authentic connections with potential customers, and their precision helps you reach specific segments more effectively. Plus, they’re usually more cost-efficient and often drive higher conversion rates.
Capitalize on Filipinos’ Love for Video Content
Filipinos have a huge appetite for video, so partner with influencers who create engaging, high-quality video content. Videos grab attention and boost engagement, making them an ideal way to showcase your brand’s products in an exciting and relatable way.
Secret #2: The Need for the Right Targeting
When it comes to cross-border e-commerce, not all regions are created equal. Businesses that succeed here focus their efforts on regions where online shopping thrives the most. While it’s tempting to try to reach consumers across the entire country, spreading resources too thin can limit your impact.
Targeting the right regions, particularly those with strong internet penetration and a culture of online shopping, is key to maximising your returns.
Secret Strategy #2: Target, Tailor, and Tap In
Focus on These 3 Regions
Target your paid ads and marketing campaigns where the demand is already high. Metro Manila, Greater Manila Area (GMA), and North Luzon are buzzing with cross-border purchasing activity (specifically, parcel volumes), according to Ninja Van’s regional cross-border data.
By zeroing in on these high-engagement areas, your offerings don’t just reach an audience—they reach shoppers ready to buy. Concentrate your marketing here and watch your holiday sales potential turn into real results—reaching the right holiday shoppers where it matters most.
Go Beyond—Customise Your Offers by Region
Focusing your marketing on key regions is only part of the equation. In the Philippines, each region has its own shopping pulse. Metro Manila craves the latest trends, while North Luzon appreciates value and practicality.
Craft tailored offers that resonate with each area’s unique preferences—flash sales for the fast-paced Metro crowd, exclusive bundles with cash-on-delivery (COD) options for North Luzon’s shoppers. Understanding your audience to a T isn’t just smart, it’s powerful.
A Once-a-Year Opportunity to Boost Your Sales
The clock is ticking. With millions of eager shoppers ready to spend, this is your chance to tap into one of Southeast Asia’s largest and most festive markets. Whether through influencers or region targeting, the strategies are clear—what’s left is to take action.
In a season where every moment counts, the right partner can make all the difference. Let Ninja Van help you to make the most out of this festive season. And in the spirit of Christmas giving, we’re offering 50% off our Malaysia-Philippines end-to-end rates. Contact us today!
