Heartland businesses in Singapore have reported a 50% increase in average Saturday earnings following the launch of the DBS/POSB PayLah! SG60 cashback initiative. The programme, which began on July 12, offers up to SGD 3 cashback for the first 160,000 customers who use PayLah! to make payments at over 22,000 participating shops, wet markets, and hawker stalls each Saturday.
According to DBS Bank, more than 400,000 Singaporeans and residents have redeemed approximately 800,000 cashback rewards within the past month. This represents strong engagement and repeat participation among users. Wet market stallholders experienced the most significant gains: customer numbers paying via PayLah! tripled on Saturdays while total spending nearly doubled compared to previous periods.
The current initiative has surpassed last year’s similar campaign under the “POSB Support Our Heartlands” programme, which recorded a 40% growth in Saturday earnings for merchants. The new campaign features an expanded rewards pool with twice as many cashback redemptions available each Saturday.
“As a homegrown bank, we are dedicated to supporting and celebrating the everyday heroes of our heartlands – the merchants who are an integral part of Singapore’s culture and heritage. Through fun and rewarding initiatives like our weekly SGD 3 cashback and latest Hunt The Mouse game, we aim to encourage more Singaporeans to explore the unique charm of their neighbourhoods and, more importantly, support the local businesses that bring vibrancy and life to our heartlands,” said Lim Him Chuan, DBS Singapore Country Head.
To further increase foot traffic in these areas, DBS has collaborated with local gamification platform Sqkii for #HuntTheMouse – DBS SG60 Edition. Between August 14 and September 25, players can search for one of 200 gold coins worth a combined SGD 120,000 hidden across heartland locations. Participating businesses serve as physical stops or feature in-game information pop-ups. On its first day live, over 30,000 people joined the game; peak activity occurs between 9pm and 10pm with Jurong, Toa Payoh and Bedok being top destinations.
The launch was marked at a community event in Tampines attended by Minister for Social and Family Development Masagos Zulkifli as well as Adviser Dr Charlene Chen.
DBS continues efforts beyond cash incentives by helping small- and medium-sized enterprises (SMEs) adopt digital payment solutions and expand sales channels. In April this year it became the first local bank to assist merchants with livestream selling capabilities through workshops held in partnership with TikTok and Boom Media. Over seventy participants received training on content creation and audience engagement during these sessions.
“Saturdays have become much busier, and sales have definitely gone up too. Some families even come together to do their grocery shopping, buying more than usual, whether it be dried goods to keep or everyday essentials. In the past, it was mostly younger customers using PayLah! but with the recent cashback rounds, more older customers are giving digital payments a try. It is fast, convenient, and the cashback initiative has helped bring in both regulars and new shoppers. Each time DBS brings back the cashback my customers and I are all very happy,” said Allan Lee of Fresh Mart at Tampines Street 81.
“Before 9am on Saturdays we already see a steady stream of people coming in for the SGD 3 cashback – both regulars and new faces. It used to be mostly older customers at this hour but now even younger shoppers are showing up early. On the first day of the cashback relaunch there was an amazing turnout. Some older customers even bring their kids along to teach them how to use PayLah!. Overall we’re seeing more customers and better sales – the cashback initiative really makes a difference,” added Amy Ang from Baker Talent at Blk 828 Tampines.
