Deng Shuang, a Shanghai mother of a six-year-old, stayed up past midnight Nov. 10 just so she could snag an RMB 90 ($14.11) discount limited to customers who paid before 1:00 am on Nov. 11. But there were many fewer impulse buys for her on this Singles Day. “This year, I only buy stuff that’s useful,” she said.

Ding Zhe, a Shanghainese engineer, said he’s never been caught up in the Singles Day shopping frenzy. But he almost doubled his budget to RMB 1,800 this year. “My increased spending is not due to rising spending enthusiasm, but a result of real consumption demand,” he explained.

Singles Day is still a big deal, but people were less obsessed with the shopping event this year, at least as indicated by sales trends. Total sales still grew, but the growth rate was much slower, back to the tempered trajectory before the 2020 surge fueled by the pandemic.  

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.