If you’re a marketer or business owner in Singapore, you’ve probably marked your calendar for one of the most anticipated annual events: the Great Singapore Sale (GSS). It's not just a chance for consumers to grab incredible deals—it’s also a golden opportunity for brands to boost awareness, increase conversions, and ride the wave of nationwide buzz.

In this article, we’ll cover everything you need to know about GSS 2025 and explore smart, effective marketing strategies your brand can use to make the most of this six-week retail spectacle.

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What Is the Great Singapore Sale?

The Great Singapore Sale (GSS) is a highly anticipated shopping extravaganza, traditionally held from mid-June to August. It’s organised by retailers and malls across Singapore and draws both locals and tourists alike with its wide array of discounts and promotions. Think of it as Singapore’s version of Black Friday, but with a summer twist. From fashion and beauty to electronics and lifestyle products, GSS touches almost every major retail category. Whether it’s luxury brands at Marina Bay Sands or local boutiques, everyone gets involved.

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Purpose of GSS: More Than Just Shopping

While the core of GSS is undeniably about retail therapy, it also plays a strategic role in tourism. The event is backed by the Singapore Retailers Association and often supported by the Singapore Tourism Board. It’s designed to attract international tourists, boost retail sales, and position Singapore as a vibrant shopping and lifestyle destination. With upcoming attractions like the newly revamped Singapore Oceanarium (formerly the S.E.A. Aquarium) expected to open in late 2025, GSS is aligned perfectly with Singapore’s push to enhance its tourism appeal.

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Where GSS Happens: Online and Offline

🛍️ Brick-and-Mortar Stores

Expect shopping hotspots like Orchard Road, Marina Bay Sands, VivoCity, and Jewel Changi to go all out with eye-catching displays, heavy promotions, and live in-store events.

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💻 E-Commerce Platforms

With the continued rise of online shopping, digital platforms are also jumping on board. Lazada, Shopee, Zalora, and brand-owned webstores will likely offer time-sensitive flash sales, promo codes, and bundle deals. This omnichannel presence means consumers can shop whenever and wherever they want—so your marketing should be just as omnipresent.

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Marketing Strategies for Brands Participating in GSS

So your brand is joining the Great Singapore Sale (GSS)—great move! But just listing your items on sale won’t be enough. With malls, boutiques, and online retailers all competing for attention, you’ll need a solid marketing strategy to cut through the noise, drive traffic, and convert footfall into sales.

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Here are ten well-rounded and proven marketing strategies to help you stand out during GSS 2025.

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1. Announce Early and Build Anticipation on Social Media

The earlier you start talking about your GSS plans, the more momentum you’ll build. Use your social media channels as countdown clocks and teaser boards. Leading up to the event, create engaging content like sneak peeks of upcoming deals, behind-the-scenes videos of store prep, or even nostalgic throwbacks to last year’s GSS highlights.

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Once the event is live, switch gears and flood your feeds with high-energy content. Think daily deal updates, Instagram Reels showing new arrivals, TikToks featuring in-store finds, and polls to ask your audience what they want to see more of. This creates an ongoing conversation around your brand and keeps you top-of-mind as shoppers plan their GSS itinerary.

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2. Create Exclusive GSS Promotions (And Make Them Irresistible)

Discount fatigue is real—especially during GSS when nearly every store is offering some kind of markdown. To stand out, design promotions that feel exclusive and valuable. Instead of flat discounts, consider tiered pricing that rewards higher spend (“Buy 1 get 10% off, Buy 3 get 30% off”) or create GSS-exclusive product bundles that are only available during the event.

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Limited-time offers with countdown signage (“Only available for 48 hours!”) or capped quantities (“Only 100 sets available”) add urgency and drive immediate action. Make sure these deals are clearly highlighted in-store through signs and displays, and online via banners, popups, and social posts.

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3. Run Paid Ads to Extend Your Reach (Meta, TikTok, Google)

During a city-wide event like GSS, your potential audience is massive—but competition is too. Amplify your reach with paid media campaigns.

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- On Meta platforms (Facebook and Instagram), use carousel ads to showcase multiple offers or store highlights. Boost GSS-themed video content to increase brand visibility. Set your campaign objective to "Store Traffic" or "Reach" if your goal is in-person visits.

- TikTok is ideal for engaging younger shoppers through trending audio and creative storytelling. Promote short-form videos that show product usage or behind-the-scenes GSS prep.

- Google Ads can capture intent-based searches like “GSS promotions for beauty products” or “best deals VivoCity 2025.” Use Local Campaigns or Performance Max to drive foot traffic to your physical locations. If you’re running an e-commerce store alongside your retail outlet, retarget web visitors with GSS banner ads.

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4. Collaborate with Influencers Who Match Your Brand

Influencer collaborations can elevate your GSS marketing by adding social proof and expanding your reach to niche communities. Choose influencers who genuinely align with your brand values and aesthetics—not just those with high follower counts.

Invite influencers to visit your store, unbox your exclusive GSS bundles, or take part in a GSS-themed challenge. This content can be shared across both their platforms and your brand channels to double the exposure. Encourage them to tag your location and use branded hashtags (like #ShopGSSWith[BrandName]) to make your campaign more discoverable.

Want even more visibility? Organize a GSS “Shop With Me” event where influencers bring their audience along virtually through Instagram Live, TikTok, or YouTube Shorts.

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5. Revamp Your Storefront—Both Offline and Online

Don’t underestimate the power of visuals—your store’s appearance can make or break someone’s decision to walk in. For physical stores, invest in attention-grabbing window displays with bold “GSS 2025” signage. Create focal points near the entrance to feature best-sellers or GSS-only offers. Consider creating Instagrammable corners inside the store to encourage user-generated content. Add festive music and upbeat staff energy to complete the experience. If you’re running an e-commerce site, update your homepage banner, product thumbnails, and checkout messaging to reflect your GSS theme. Create a dedicated “GSS Deals” landing page that’s easy to navigate and filter. Use urgency cues like popups with countdown timers and "Almost Sold Out" notifications.

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6. Launch a GSS Giveaway or Contest

Contests and giveaways are excellent for driving engagement, growing your audience, and boosting foot traffic. You could run a lucky draw for every in-store purchase made during GSS, giving shoppers a chance to win gift cards or limited-edition products. Or, create a social media contest where participants share their favorite GSS purchase using a branded hashtag. Offer bonus entries if they tag friends or post stories from your store. Make the contest timeline short and sweet (3–7 days), so there’s a sense of urgency. Promote it through your email newsletters, store posters, and influencers. This creates excitement and builds buzz around your brand during the sale period.

7. Offer Early Access to Your Loyal Customers

Reward your VIPs with early access to your GSS deals before the general public gets wind of them. This not only boosts your early sales numbers but also makes loyal customers feel valued. Use email marketing or Whatsapp/ Telegram chat blasts to announce a special preview day or limited shopping hours exclusively for your subscriber list or app users. Consider offering “first dibs” on limited-stock items or one-day-only deeper discounts for your VIPs. These private sales can also help you collect feedback and fine-tune your promotions before the wider rollout. In-store, set up a VIP corner or a fast checkout lane for returning customers. Small touches like these go a long way in enhancing loyalty.

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8. Leverage FOMO With Time-Limited Drops

FOMO—or the fear of missing out—is a powerful psychological trigger, especially during a big sales event like GSS. Use it to your advantage by planning time-limited product drops or flash sales throughout the campaign. For example, you could launch “GSS Weekends” where certain items are only discounted on Fridays and Saturdays. Or announce surprise flash sales at random times during the day (“Next 3 hours only: 50% off top-rated item!”). Promote these drops through social stories, text messages, and in-store PA announcements. Use phrases like “Happening now,” “Today only,” or “Back by popular demand” to encourage immediate action.

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9. Track Foot Traffic and In-Store Behavior

While digital cart retargeting may not be as relevant during GSS’s offline-heavy sales period, that doesn’t mean you can’t capture useful audience data. Brands with physical stores should invest in tools that track foot traffic patterns, such as heatmaps or smart sensors that count entry and dwell time. You can also collect visitor feedback through QR-code surveys or quick post-purchase polls asking about their shopping experience, preferred products, or suggestions. If you’re offering free Wi-Fi in-store, you can use the login process to collect emails and offer a small reward for signing up—allowing you to remarket later via email or chats. This helps you understand which promotions worked, when your peak hours are, and which parts of your store attracted the most attention.

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10. Post-GSS Follow-Up: Don’t Go Silent

Once GSS wraps up, many brands go quiet—but this is when your relationship-building efforts should begin. Start by thanking your shoppers with follow-up emails or handwritten notes for larger in-store purchases. Then keep the conversation going by offering a post-GSS exclusive deal, such as 10% off their next visit or early access to your next collection. Encourage customers to share their GSS purchases on social media using a branded hashtag. Repost their content on your platforms to keep your campaign alive even after the sale ends. You can also send out surveys to understand what worked well and what your customers would like to see improved for the next big sale. This not only boosts customer retention but sets the foundation for better performance in future campaigns.

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KPI Media is a leading digital marketing agency in Singapore, trusted by both venture-backed startups and large enterprises to drive real business results through paid media and performance analytics. Whether your goal is to generate more leads, boost sales, or increase brand visibility during key events like the Great Singapore Sale, KPI Media is committed to helping you hit—and exceed—your marketing targets. In fact, they’re so confident in their ability to deliver that they offer a performance guarantee: if they don’t meet your agreed KPIs, you get 50% off their retainer, no questions asked. Ready to level up your next campaign? Book a free consultation with KPI Media’s Chief Growth Officer today.

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