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10.10 has passed. The next big sale is 11.11, on Wednesday, 11 November. See the 11.11 price targets, with Western Appliances prices re-checked on 26 October.
10.10 falls on Saturday, 10 October. For shoes and makeup, the sale price will sit next to a crossed-out “was” price that the seller chose, and the cheapest listing is often the one most worth a second look. This is a checklist for the three days before, the day itself, and the day the parcel arrives.
Short answer: write down today’s price of what you want, buy from the brand’s own store where you can, check the size or the FDA listing before you pay, and ignore the “was” price. If the sale price is not lower than the price you wrote down, it is not a deal.
Before 10.10: do this now
- Pick the item and write down its price today, with the date, from the brand’s own store and from the cheapest other seller. A screenshot of the listing is enough. On 10 October that number is the one the sale has to beat, not the crossed-out one.
- Measure your foot, if it is shoes. Do it in the evening, in centimetres, and note the chart size you need from the seller. Our shoe sizing guide has the steps.
- Look the product up on the FDA site, if it is makeup. The Philippine FDA’s free verification portal takes a minute, and our makeup check explains what it can and cannot tell you.
- Decide your limit. Set the most you will pay before the day starts. Flash-sale countdowns are designed to make a limit feel optional.
On the day: how to read a 10.10 price
A marketplace “was” price is set by the seller. We saw it with an air fryer: the same model was listed at five different prices on the same afternoon, from ₱2,250 to ₱6,717, and the most expensive listing was advertising a discount. The full story is in why the same product costs so differently on one platform. Shoes and makeup work the same way, so compare the sale price with the price you wrote down, and with the brand’s own store on the same day.
| What you see | What to do |
|---|---|
| A big percentage off a “was” price | Ignore the percentage. Compare the final price with the one you wrote down. |
| A price far below the brand’s own store | Stop. For makeup especially, that gap is a reason to check the FDA listing and the seller before paying. |
| A countdown or “only 3 left” | Check that you are buying the right size or shade before the timer, not after. |
| A voucher or coin discount at checkout | Read the conditions and the cap at checkout. We do not list voucher terms because they change by campaign. |
| Several sellers, same product | Prefer the brand’s own store (Mall or LazMall badge) unless a reseller is clearly cheaper and passes the checks above. |
Shoes: the three checks on the day
- The size chart in centimetres matches your foot measurement, not just the US or EU number.
- The size you selected is the size in the order summary. It is easy to tap the wrong variation in a hurry.
- The return terms on the listing allow what you might need. Wrong size and defect are often treated differently, so read it before you pay.
Makeup: the three checks on the day
- The seller is the brand’s official store, or you accept that you are trusting a reseller.
- The product is on the FDA portal, or the seller gives you a notification number you can look up.
- The shade and finish in the listing are the ones you meant. We do not judge what a product does for your skin, and we recommend asking a dermatologist if you have a skin condition.
When the parcel arrives
- Film the unboxing. A short video of opening the parcel is the best evidence if something is wrong.
- Shoes: try them indoors on a clean floor, so you keep the option of returning them if the return terms allow it.
- Makeup: check the batch code and the expiry or period-after-opening mark on the box. Do not use a product with no batch code or one you have doubts about.
- Report a problem straight away through the platform, within the time its rules give you.
What we have not done
We have not recorded a price for any shoe or makeup product. For appliances we did, in September, and the 10.10 appliance price list shows each price with its date. For shoes and makeup we are not going to print prices we have not seen. When we list products in those departments, each will show the price we saw and the date, as in the rest of the shop.
Quick answers
Is 10.10 a good time to buy shoes or makeup? It can be, if the price is lower than the price you recorded before the sale. If you did not record one, you cannot tell.
Should I buy from the official store or the cheapest seller? The official store is the lower-risk choice, and for makeup we would prefer it. A reseller can be cheaper, but the stock, sizing and returns are theirs, not the brand’s.
What if I miss 10.10? Another monthly campaign follows. Waiting for a possibly lower price is a gamble, not a plan, so buy when the price beats your number.
How this guide was made: it is research-based. We have not tested any shoe or makeup product. Read how we test and how we earn.
