Fashion
At the stroke of midnight yesterday, droves of Singapore shoppers clicked “Add to Cart” and checked out their purchases. On the first day of Lazada’s Birthday Sale, 24 April, traffic to the online marketplace surged and it saw a 10x spike in orders in comparison to a regular day.
The items flying off the shelves first were Lazada’s surprise boxes, worth $100 but available on Lazada.SG at $29 each. The catch – shoppers only knew which brand they were buying from while the contents inside remained a mystery. At midnight, the first 1,300 surprise boxes went on sale, with all boxes running out of stock within the hour. The trend continued throughout the day, with subsequent surprise boxes from household and premium brands consistently selling out within seconds.
The buying frenzy resulted from Lazada’s 6th Birthday Sale which kicked off yesterday at midnight and runs until 26th April. Across the days, 74 brands are selling the coveted surprise boxes iconic to Lazada’s mega campaigns.
“Our surprise boxes have been overwhelmingly popular since we introduced them at our last Birthday Sale. To mark our sixth anniversary, we have up to 16,000 boxes from brands and sellers that are available every two hours to satiate the customer demand. These sell out in minutes, so shoppers need to be quick to purchase,” said Mr. Alexis Lanternier, CEO and Head of New Retail, Lazada Singapore. “Beauty brands now form the largest representation of surprise boxes, to cater to the meteoric growth in female shoppers on Lazada,” he added.
Lazada’s Birthday Sale is a three-day shopping festival with discounts of up to 90% off across 300 official brands and more than 10,000 local sellers, over 600 flash deals and new vouchers up for grabs at 9am daily. Besides the surprise boxes, the top five purchases are:
1. Tsum Tsum EZ-Link Charm
2. Apple iPhone X Space Grey 256GB
3. Dumex Mamil Gold Step 3 Milk Formula
4. A-Jays Five Earphones
5. Laneige Multi Cleanser
