China’s largest online shopping extravaganza, traditionally held on 11 November, has arrived early this year.
In a bid to stimulate consumer activity amid a sluggish economy, retailers have launched Singles’ Day sales nearly five weeks ahead of schedule, starting in mid-October.
The move comes as China grapples with a series of economic challenges — rising youth unemployment, a prolonged property downturn, mounting government debt, and ongoing trade tensions with the United States. These pressures have made consumers increasingly cautious about spending.
Despite the government’s attempts to reverse the slowdown — including family subsidies, wage hikes, and discounts on consumer goods — retail sales growth continues to fall short of expectations.
The Evolution of Singles’ Day
Originally introduced by Alibaba as a celebration for singles, the event has grown into China’s equivalent of Amazon Prime Day or Black Friday, becoming a cornerstone of the retail calendar.
Singles’ Day now generates billions in sales, serving as a major revenue booster in the final quarter of the year. Over time, what began as a 24-hour shopping spree has transformed into a weeks-long retail spectacle featuring flash deals, celebrity performances, and extensive marketing campaigns — with stars like Jessie J gracing past opening ceremonies.
This year, however, retailers are starting even earlier. The new sales wave aligns with the end of China’s Golden Week holiday, when consumer activity typically surges.
E-commerce giants such as Taobao, JD.com, and Douyin (China’s version of TikTok) have already plastered their apps with banners promoting “11.11” discounts, coupons, and shopping vouchers.
Alibaba — the powerhouse behind Taobao, Tmall, and AliExpress — announced through its news portal that its 2025 “11.11 Global Shopping Festival” officially kicked off on 15 October.
To enhance the shopping experience, Alibaba is deploying artificial intelligence tools in its search and recommendation systems, helping customers find relevant products more easily across its vast platforms.
Shoppers Are Spending More Carefully
Since the Covid-19 pandemic, Chinese consumers have adopted more conservative spending habits — a behavior that has persisted as the country faces ongoing deflationary pressures.
This shift has taken a toll on luxury and high-end brands. Companies such as Louis Vuitton and Burberry have reported declines in Chinese sales in recent months. Given that China accounts for nearly one-third of global luxury purchases, the slowdown has been felt worldwide.
Nevertheless, investors are showing renewed optimism. Shares of top luxury houses like LVMH and Moncler climbed this week, buoyed by early signs that Chinese demand may be picking up again.
