Planning 11.11, Black Friday and 12.12 Sales With Thai Products

This article is general information for reference only.

Why the 11.11 to 12.12 window matters for Thai product sellers

For online sellers and small retailers, the period between the 11.11 and 12.12 campaigns, Black Friday and the year-end holidays is one of the busiest of the year. Shoppers on TikTok Shop, Shopee, Lazada and Instagram are already in a buying mood, and they often look for gifts, skincare, personal care and snacks at the same time. Thai products fit this pattern well because many of them are small, affordable, easy to ship and easy to explain in a short video.

The challenge is not demand but preparation. Sellers who think about stock, pricing and content only when the campaign starts usually run short of the products that sell fastest or discount too deeply to compensate. This guide walks through a practical planning routine that importers, distributors and resellers can adapt to their own market.

Step 1: Look at your own sales data first

Before choosing products, review the last two or three campaign periods in your own store. Which items sold out, which sat on the shelf, and which generated repeat orders? A simple spreadsheet with product, units sold, average selling price and return reasons is enough.

Then group products into three roles: traffic builders (low-priced items that attract clicks), core sellers (steady earners) and basket builders (items that raise the order value). A balanced campaign usually needs all three.

Step 2: Choose Thai products that suit campaign buying

Campaign shoppers favour items that are easy to understand at a glance. Categories that often work well for Thai products include:

• Beauty and makeup: brands such as Mistine, Cathy Doll, Srichand and Sivanna Colors are widely recognised and easy to demonstrate on video. See the beauty and skincare range.
• Body and personal care: Vaseline, Babi Mild, D-nee and Hygiene are everyday items that suit bundles.
• Herbal balms and inhalers: Tiger Balm, Siang Pure, Poy-Sian and Hong Thai are compact, giftable and popular with tourists and expatriates.
• Snacks and instant food: MAMA instant noodles and Chupa Chups (Thailand) suit multipacks and gift sets.

Check each product page for the current specification and packaging, and confirm availability with the ThaiNex team, because stock changes with demand.

Step 3: Plan bundles and pricing logic

Bundles are one of the simplest ways to raise order value without cutting prices on single items. Examples include a skincare starter set, a travel-size personal care pack, or a snack box for gifting. Keep bundles simple enough to explain in one sentence.

For pricing, work backwards from your landed cost: product price, shipping, import duties and taxes, platform fees, packaging and returns allowance. Decide the minimum margin you will accept before the campaign begins, so that a discount is a planned decision rather than a reaction to competitors. Avoid assuming that discounts will always raise total profit; sometimes a smaller promotion on fewer products performs better.

Step 4: Allow time for sourcing, shipping and customs

The most common mistake is ordering too close to the campaign date. Sourcing, packing, international shipping and local customs clearance all take time, and the timing depends on the product, the destination and the shipping method. ThaiNex supports and coordinates shipping and export documents through trusted international logistics partners, and timing is confirmed in the quotation. Import permits, customs clearance, duties and local compliance remain the importer's responsibility, so check requirements with your local authority or customs broker.

A good rule is to place the order, receive the goods, check quality and photograph the products well before the campaign starts, leaving a safety margin for unexpected delays.

Step 5: Prepare content before the campaign

Short videos, clear photos and simple descriptions drive conversion. Prepare product demonstrations, unboxing clips, size comparisons and answers to common questions in advance. Make sure labels, ingredient lists and claims comply with the rules of your market, and avoid medical or exaggerated claims.

If you plan to sell in your own country without holding large stock, you can also look at the Seller Partner program, which is designed for people who want to sell Thai products locally.

Step 6: Review after the campaign

When the campaign ends, record what actually happened: units sold, returns, customer feedback and how the final margin compared with your plan. These notes become the starting point for the next season, whether that is Christmas, Lunar New Year or Ramadan.

A simple checklist

• Review last campaign data
• Pick traffic, core and basket products
• Confirm availability and quotation with your supplier
• Allow time for shipping and customs
• Prepare content and bundles
• Set a minimum margin before discounting
• Record results afterwards

If you would like to see what is available, browse the ThaiNex product catalogue or our brands, then request a wholesale quote or catalogue and tell our team what you need.