This Week on Social Media is our new regular column where we spotlight how airports, retailers and brands are connecting with travellers through creative and engaging campaigns on social media.
The annual Singles’ Day (‘Double 11’) shopping event, which began in China, has grown into a global retail phenomenon. Increasingly embraced by duty-free and travel retailers, it continues to fuel traffic and sales across categories. Here’s a look at what duty-free retailers from China and beyond are offering this Double 11.
cdf Sanya International Duty Free Shopping Complex
cdf Sanya International Duty Free Shopping Complex has prepared a guide for 11.11 promotions, covering all categories and strategies to optimise savings. Flash sales include discounts of up to -50% on popular items, with additional offers that can offset travel costs. The guide also highlights ways to maximise loyalty points through strategic purchasing.
cdf Haikou International Duty Free Shopping Complex
The 11.11 sale at cdf Haikou International Duty Free features exclusive fixed-price bundles on key beauty brands, enabling shoppers to save up to CNY10,000 on luxury skincare.
CNSC Sanya International Duty Free Plaza
CNSC Sanya International Duty Free Plaza has unveiled its 11.11 shopping guide, highlighting key promotions and exclusive discounts across all categories.
Wangfujing Duty Free
Wangfujing Duty Free marked 11.11 with a Price Match Guarantee (7-10 Nov) plus 1.2x points, and offered up to -90% off on luxury beauty products alongside tiered discounts, surprise gifts and exclusive offers on gold, jewellery, and wines & spirits.
Flash sales, bank promotions, spend-and-get vouchers and bonus points drove engagement across online and offline channels.
Hainan Tourism Duty Free Shopping Complex
Hainan Tourism Duty Free Shopping Complex has rolled out exclusive 11.11 promotions spanning major categories such as beauty, fragrances, spirits and consumer electronics.
Shenzhen Duty Free Group
Shenzhen Duty-Free Group-owned Times DF Haikou Mission Hills has introduced exclusive 11.11 deals across beauty, fragrances, consumer electronics and other categories. Promotions are available both online and in-store, with UnionPay discounts valid exclusively for shoppers in Haikou.
Zhuhai Duty Free
As part of its month-long November campaign, Zhuhai Duty Free ran 11.11 promotions with up to -50% off Moutai baijiu, HK$300 off selected Cognac, cosmetics discounts up to -30% plus tiered spend rewards, food vouchers and savings on luxury watches and eyewear.
DFS Hong Kong
DFS is marking 11.11 with specially curated offers and promotions on top-rated beauty brands, including La Mer, Lancôme and Estée Lauder, across its Hong Kong stores.
Exclusively available are gift-with-purchase promotions, limited-edition gift box discounts and special offers on best-selling beauty lines. DFS Loyal T members can also enjoy double beauty rewards, earning up to 1,500 points when purchasing products from two or more participating brands.
Ever Rich Duty Free
Ever Rich Duty Free has launched its 11.11 campaign, offering NT$550 off purchases over NT$6,000, with cumulative discounts available, plus a complimentary Cosmic Bear Triangle Desk Calendar with every purchase. Additional incentives include tiered shopping credits, co-branded credit card discounts of -10% or more, and gifts such as a Medium Hot Americano for select convenience store pickups.
The promotion runs from 27 October to 28 November, combining online and offline platforms to boost shopper engagement and encourage higher spend during the 11.11 period.
View this post on Instagram
Shinsegae Duty Free
Shinsegae Duty Free is celebrating Singles’ Day with curated deals across various categories. Highlights include exclusive skincare and makeup sets, Korean-designed accessories, at-home wellness devices, baby essentials, and premium wines & spirits.
The Shilla Duty Free Singapore
The Shilla Duty Free at Singapore Changi Airport invited travellers to “double their joy” this 11.11 with a line-up of exclusive beauty offers. Running until 19 November, the promotion features enhanced gifts and special rewards from leading beauty brands, available exclusively via the retailer’s online platform iShopChangi.
View this post on Instagram
KrisShop
For 11.11, Singapore Airlines’ flagship omnichannel retailer offered shoppers up to -90% off across beauty, electronics, liquor and other categories.
It also rewarded shoppers with a 2X Bonus KrisFlyer Miles promotion. Travellers could earn up to eight miles per dollar spent, with bonus miles capped at 10,000 KrisFlyer Miles, giving members more ways to maximise rewards during the shopping event.
King Power
King Power opened its Singles’ Day promotion early, featuring a selection of perfumes, skincare, fashion and lifestyle products available through the retailer’s online store, with purchases that can be collected at airport departures.
Running from 1-10 November, the promotion included an early bird offer of THB1,111 off on purchases of at least THB20,000.
Lotte Duty Free Oceania
Exclusive 11.11 offers also extend to Lotte Duty Free’s Sydney Downtown store, where beauty brand Decorté treated shoppers to a complimentary Liposome Advanced mini (valued at A$25). The gift is available to the first 111 customers who spend A$111 or more in-store.
World Duty Free
Avolta-owned World Duty Free marked 11.11 with an exclusive Fragrance Deal Alert for international travellers flying to or transiting through the UK, giving shoppers the opportunity to buy fragrance gift sets at the price of a single bottle.
Running until the end of December, the promotion features 21 luxury brands and 49 curated gift sets to choose from, with diverse gifting options under the ‘Buy 1, Get Multiple’ concept.
Dubai Duty Free
Selected luxury perfumes and skincare are discounted up to -50% at Dubai Duty Free’s 11.11 shopping event, with a Chinese-speaking store ambassador presenting the offers in video content on Xiaohongshu. ✈
