BEIJING, China – China’s annual Singles’ Day shopping festival is showing limited sales growth as consumers remain cautious about spending, despite weeks of discounts and promotional campaigns by major e-commerce platforms.
Cumulative sales during the 2026 event reached just over 1 trillion yuan (about $154 billion) by October 31, broadly matching the total recorded over the same period a year earlier, according to estimates from retail data platform Syntun. A separate report put sales growth at 2.4% between October 7 and October 31.
The figures cover only part of the extended shopping campaign, which begins weeks before November 11. Syntun was expected to release updated estimates covering the full event on Thursday, November 12.
The subdued performance highlights the challenge facing China’s retailers as they try to encourage households to spend more amid concerns about income, property values and the broader economic outlook.
Consumers remain selective despite discounts
Singles’ Day, also known as Double 11, has grown from a one-day promotion into a month-long shopping campaign involving platforms such as Alibaba’s Taobao and Tmall, JD.com and Douyin.
However, the longer promotional period has made it harder for retailers to generate the concentrated surge in purchases that once defined the event. Discounts are now available throughout much of the year, reducing the incentive for consumers to wait for the annual festival.
Some shoppers are also cutting back on non-essential purchases and expensive brands. Consumers interviewed during the campaign described postponing purchases and focusing more closely on what they consider necessary, reflecting pressure on household budgets and confidence.
The prolonged downturn in China’s property sector has contributed to concerns about household wealth. Falling property values have affected consumer confidence, while uncertainty over future income has encouraged some families to save rather than spend.
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Retail data points to weak domestic demand
Official figures underline the challenge facing China’s consumer market.
The National Bureau of Statistics reported that total retail sales of consumer goods increased by 1.1% year on year during the first nine months of 2026. Online retail sales of goods rose 3.8% over the same period, while online sales of services increased 5.3%.
China’s economy grew 4.6% year on year during January to September, but the expansion was supported substantially by exports rather than a strong acceleration in household consumption.
The contrast suggests that economic growth has not translated into equally strong spending across the domestic consumer market. Retailers continue to face pressure to attract customers in an environment where households are more selective about purchases.
E-commerce companies turn to artificial intelligence
Major online platforms are increasingly using artificial intelligence to attract shoppers and make purchasing easier.
Alibaba has integrated its Qwen AI tools into Taobao and Tmall, offering product recommendations and shopping assistance. JD.com said its AI shopping assistant, Dongdong, attracted nearly 80 million users seeking advice during this year’s Singles’ Day campaign, more than three times the previous year’s figure.
AI-enabled products, including toys and robots, have also received greater promotional attention. The technology offers retailers another way to differentiate their services as traditional price discounts become less effective at stimulating demand.
But increased use of shopping technology does not necessarily mean consumers are spending more overall. Whether AI-driven recommendations and purchasing tools can produce a sustained increase in demand remains uncertain.
Retailers face a longer-term consumption challenge
Singles’ Day remains an important indicator of China’s online retail market, but its extended duration and changing promotional structure make year-to-year comparisons more complicated.
The latest estimates point to modest growth rather than a broad spending rebound. While some product categories continue to attract buyers, the wider consumer market remains affected by cautious household behaviour and weak confidence.
For retailers, the challenge extends beyond offering lower prices. Sustained growth will depend on whether consumers regain confidence in their financial outlook and become more willing to spend on goods and services beyond their immediate needs.
Primary Sources: National Bureau of Statistics of China, “Total Retail Sales of Consumer Goods from January to September 2026,” published October 20, 2026: reports total retail sales growth of 1.1% year on year, online retail sales of goods growth of 3.8%, and online retail sales of services growth of 5.3%; Syntun, first-round 2026 Singles’ Day sales estimates covering October 7–31, published through its data release on November 2, 2026: provides third-party estimates of cumulative e-commerce sales and platform performance, rather than an official consolidated sales disclosure from the platforms.
