Shopee Seller Guide: 2025 Mega Campaign Lessons and 2026 Growth Planning

For Shopee sellers, major promotional events and seasonal shopping festivals are the best ways to achieve store growth.

Therefore, understanding the performance of various festivals and major promotional events each year is crucial, as it helps sellers develop clear and data-driven operational strategies for 2026. This article reviews Shopee's major promotional events in 2025, analyzes their unique features, and helps sellers prepare for the 2026 sales boom.

I. Overview of Shopee's 2025 Major Sales Festivals

Shopee's 2025 promotional campaigns were primarily designed around regional cultural festivals (such as Thailand's Songkran and Indonesia's Eid al-Fitr), monthly payday promotions, Shopee's birthday month, and large-scale events. Each type of campaign played a different role in boosting seller sales and platform growth.

1. New Year & Chinese New Year (January–February)

The year began with New Year promotions, followed closely by Chinese New Year (CNY), one of the most important seasonal events in Southeast Asia.


	

	
Strong demand for gifting, fashion, home décor, and festive food items
	
	

	
High conversion rates driven by emotional and family-oriented purchases
	
	

	
Popular mechanics included bundle deals, free shipping, and limited-time vouchers
	


For many sellers, CNY served as an early indicator of product demand and pricing sensitivity for the rest of the year.

2. Ramadan (March to April)

In Muslim-majority markets like Indonesia and Malaysia, Ramadan and Eid al-Fitr promotions are among the most influential sales periods.


	

	
Ramadan is similar in importance to the New Year in regions like Indonesia, with peak shopping demand in the weeks leading up to Eid al-Fitr;
	
	

	
Demand is high for clothing, cosmetics, food, and gifts that align with local customs, as people prepare for the upcoming Eid holiday;
	
	

	
Live streaming and daily specials, especially those tailored to local traditions, perform exceptionally well;
	


These promotions require a longer preparation period, necessitating advance research and careful product selection and inventory preparation for sellers.



3. Monthly Payday Sales (Throughout the Year)

In 2025, Payday promotions continued to play a crucial role, delivering stable and consistent traffic.


	

	
Smaller discounts compared to larger promotions
	
	

	
Strong performance on everyday essentials and best-selling items
	
	

	
Helps maintain store sales momentum between major holidays
	


For sellers, Payday promotions are an ideal time to test pricing strategies, advertising effectiveness, and new product launches without the pressure of excessive discounting.

4. Mid-Year Sales & 6.6 – 8.8 Campaigns

The mid-year sales promotions mark the transition from the growth testing phase to the scaling phase, and the beginning of rapid store growth.


	

	
June 6th is the biggest promotion of the first half of the year, a time when buyers typically make purchases, and with back-to-school seasons in different regions, product demand is more diversified.
	
	

	
Increased competition for advertising on the Shopee platform, leading to higher traffic costs.
	
	

	
Strong performance in electronics, home appliances, and lifestyle products.
	


These promotions help sellers identify their key products and prepare for the most important sales event of the year.



5. Double-Digit Mega Sales (9.9 – 12.12)

Shopee's 2025 promotional campaign success hinged on its double-digit mega-sales:


	

	
9.9 Super Shopping Festival: Marks the start of the peak sales season
	
	

	
10.10 and 11.11: Massive traffic, high ROI on advertising, and fierce competition
	
	

	
12.12 Birthday Sale: The largest and most powerful promotion of the year
	


Key characteristics of double-digit mega-sales:


	

	
A surge in traffic driven by platform-wide marketing, with live streaming, short videos, and KOLs all vying for dominance
	
	

	
High reliance on coupons, flash sales, and free shipping
	
	

	
High new buyer acquisition, but lower profit margins
	


For most sellers, the fourth quarter's promotions contributed the highest percentage of their annual GMV, making them crucial to their overall performance.



 

II. Key Insights from 2025 Holiday Campaigns

A similar trend emerges across all holidays:


	

	
During major promotional events, consumers are more price-sensitive, making focused promotions and shipping subsidies more effective; while during cultural holidays, consumer brand loyalty is higher.
	
	

	
Sellers who prepare product bundles for specific events outperform those using a one-size-fits-all strategy; building store uniqueness and brand identity is more important.
	
	

	
Effectiveness comes from integrated planning of advertising, coupons, and organic traffic.
	


Most importantly, successful sellers view each holiday as part of a long-term growth plan, and each small promotion contributes to overall growth.





 

III. Turning 2025 Festival Learnings into a 2026 Strategy

Based on 2025 holiday season sales performance, sellers can optimize their 2026 plans in the following ways:

1. Develop a year-round marketing calendar for your store, based on Shopee's marketing campaigns.


	

	
Align product, inventory, pricing, and advertising budgets with key holidays.
	


2. Segment marketing campaign roles.


	

	
Leverage cultural holidays for brand building.
	
	

	
Employ different exposure formats (short videos, live streams, KOLs) based on different promotional periods.
	


3. Plan inventory and cash flow early.


	

	
Preparations for the fourth quarter should begin as early as the second quarter.
	


4. Set clear Key Performance Indicators (KPIs) for different types of holidays.


	

	
Holiday sales conversion rate.
	
	

	
Gross Merchandise Volume (GMV) and traffic growth for major marketing campaigns.
	


5. Address the issue of high volume and inability to respond to all inquiries.


	

	
Use the Duoke customer service system for unified management of multiple stores.
	
	

	
Use Duoke AI Chatbots to automate responses to buyer messages, improving store response rates and conversion rates.
	




 

IV. Conclusion

Shopee's 2025 promotions once again proved that holiday shopping is more than just discounts; it's about strategy and timing. Sellers who understand the unique role of each holiday season are able to maximize business growth while maintaining operational stability.



As 2026 approaches, using 2025's holiday sales performance as a strategic reference will help sellers prepare for the next major promotional event and achieve more sustainable long-term success.

 

Duoke is an AI intelligent customer service reception tool that integrates customer messages from multiple platforms such as Lazada, Shopee, Tik Tok Shop, Mercado, Facebook, etc.It unifies the management of multiple platforms and multiple stores, and centrally and efficiently processes customer messages.