Heartland businesses see 50% uplift in Saturday earnings via PayLah! as more customers pay digitally
Singapore, 16 Aug 2025 - Heartland businesses are enjoying bigger gains from the recently launched DBS/POSB PayLah! SG60 cashback initiative, as more customers are choosing to scan to pay at heartland shops, wet markets and hawker stalls. Participating merchants have seen their average Saturday earnings increase by 50% since the bank brought back the popular cashback rewards programme last month – surpassing the 40% growth recorded during a similar cashback campaign last year. This surge reflects sustained customer demand for digital payment options and growing support for neighbourhood merchants.
The initiative, which was launched on 12 July, offers up to SGD 3 cashback for the first 160,000 people who scan to pay with PayLah! every Saturday at over 22,000 participating heartlands shops, wet markets and hawker stalls. In the past month, more than 400,000 Singaporeans and residents redeemed some 800,000 cashback rewards – highlighting strong repeat engagement and demand.
Wet market stallholders continue to see the biggest uplift, with the number of customers paying via PayLah! on Saturdays tripling and total spend nearly doubling – continuing the trend seen in last year’s cashback campaign.
The SG60 PayLah! cashback rewards are part of the bank’s broader SG60 efforts to provide
SGD 23 million in savings and support to customers and beneficiaries in Singapore,
and features an upsized rewards pool, with double the number of Saturday cashback redemptions compared to the previous cashback campaign launched in August 2024 under the “POSB Support Our Heartlands” programme.
[From left] Adviser to Tampines GRC Grassroots Organisations Charlene Chen, Minister Masagos Zulkifli and DBS Singapore Country Head Lim Him Chuan, commemorating the launch of the #HuntTheMouse DBS SG60 Edition.
“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.
Bringing more buzz to the heartlands
To further drive traffic to the heartlands, the bank has partnered with local gamification platform, Sqkii, to launch
#HuntTheMouse – DBS SG60 Edition
. From 14 August to 25 September, players can embark on a quest to uncover 200 gold coins worth a total of SGD 120,000 hidden in heartland areas across Singapore. Heartland businesses are integrated into the game – either as physical hunting stops or through in-game information pop-ups – providing them with greater visibility and footfall.
Since going live on 14 August, the game has attracted over 30,000 players on the first day alone. Around 62% of gameplays happen in the evening, with peak activity from 9pm to 10pm, likely as a post-dinner activity. The most popular heartlands visited so far are Jurong, Toa Payoh and Bedok.
The #HuntTheMouse DBS SG60 Edition game, designed to drive traffic to heartland locations across Singapore.
The rollout of the game was commemorated at the DBS/POSB “SG60 Pop-Up” community event at Tampines on 16 August 2025, where Minister for Social and Family Development Masagos Zulkifli, also Adviser to Tampines GRC Grassroots Organisations; and Adviser to Tampines GRC Grassroots Organisations, Dr Charlene Chen, interacted with event participants.
Minister for Social and Family Development, Adviser to Tampines GRC Grassroots Organisations, Masagos Zulkifli, delivering remarks at the DBS/POSB SG60 Pop-Up community event at Tampines.
Beyond cash rewards: Building long-term merchant capabilities
The bank continues to expand support for SMEs and heartland merchants, helping them adopt digital payments and tap new sales channels. Most recently, it became the first Singapore bank to help merchants build livestream selling capabilities – a fast-growing retail trend. In April 2025, the bank launched livestream selling workshops under its Heartland Merchant Banking Package. In partnership with TikTok and Boom Media, the bank held two social commerce workshops and three live selling sessions, providing over 70 participants hands-on training in content creation, live presentation and audience engagement.
“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, owner of 32 Noodle at Tampines Street 81, Fresh Mart, who has been operating the stall for 20 years.
“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, the turnout was amazing. 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,” said
Amy Ang, employee at Baker Talent at Blk 828 Tampines.
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