China's Singles Day, introduced by Alibaba in 2009 and now stretched into a month of promotions, is losing momentum as shoppers grow cautious. Consumers cite complicated coupon rules and weaker economic confidence, buying fewer nonessential items. Major e-commerce players have withheld detailed sales totals, and Beijing has pledged measures to boost consumption amid stagnant prices and broader economic strains.
Singles Day Loses Its Shine: Chinese Shoppers Pull Back Amid Complex Deals and Economic Worries
China's Singles Day, introduced by Alibaba in 2009 and now stretched into a month of promotions, is losing momentum as shoppers grow cautious. Consumers cite complicated coupon rules and weaker economic confidence, buying fewer nonessential items. Major e-commerce players have withheld detailed sales totals, and Beijing has pledged measures to boost consumption amid stagnant prices and broader economic strains.
04:31 PM, 11/11/2025Economy
Singles Day loses its sparkle as shoppers tighten belts
China's once-massive Singles Day shopping festival is showing signs of fatigue as consumers, worried about the economy and weary of increasingly complex promotions, cut back on discretionary spending. Launched by Alibaba in 2009 and named for its 11/11 date, Singles Day has expanded from a one-day event into a month-long stretch of discounts and marketing across e-commerce platforms.
Where the season once produced headline-grabbing sales records for the likes of Alibaba and JD.com, those companies have in recent years stopped publishing detailed sales totals, reflecting both changing strategy and the event's waning gloss.
“The discounts aren't as attractive now,” said 29-year-old Shanghai resident Zhang Jing, who told AFP she bought nothing during this year's promotions because offers often require claiming multiple coupons or buying in a particular sequence before discounts apply.
Shi Xuebin, a 42-year-old clothing boutique owner, said she bought a new iPhone 17 only because she had planned to replace her phone — and that overall she purchased far fewer Singles Day items than last year. “I feel the general economy hasn't been great this year and people are avoiding buying things that aren't absolutely necessary,” she told AFP, describing a trend she calls “downgrading consumption.”
Other shoppers described practical choices: a 30-year-old Shanghai resident, identified only as Zhu, said his mother stocked up on household staples like detergent and toilet paper during November sales, but he prefers buying second-hand tools and books for his calligraphy hobby rather than new items.
Economic backdrop and government response
China's leaders face persistent headwinds: weak domestic spending, a prolonged property-sector slump and trade tensions that have weighed on confidence. After a recent planning meeting, the Communist Party pledged to “vigorously boost consumption.” Consumer prices have been flat or falling for months, though they rose in October after a weeklong national holiday lifted demand for travel and food.
For retailers and platforms, the shift presents a challenge: promotional complexity that once drove engagement may now be turning customers away, while economic caution is nudging consumers toward essentials and second-hand purchases. How effectively Beijing and businesses can restore consumer confidence will help determine whether Singles Day can recapture its former momentum.