While the frenetic pace of Singles’ Day has slowed somewhat, Cooke from WPIC Marketing +
Technologies cautioned against concluding that the shopping extravaganza is in decline.
“More modest growth rates should be read as normal as China’s consumer market matures,” he said, noting that even single-digit growth is celebrated during Black Friday, the major annual shopping event in the United States that follows Thanksgiving.
He maintained that Singles’ Day remains a useful barometer of consumer confidence, with continued spending growth pointing to shoppers who are cautious but resilient.
Olivia Plotnick, founder of Shanghai-based social media marketing agency Wai Social, was less convinced.
“I would not treat Double 11 as a meaningful barometer of Chinese consumer confidence,” she said.
“With the promotion period still being extended, year-on-year comparisons are hard to make.”
Fang, meanwhile, will continue spending four to five hours a day in front of the camera, persuading viewers that today’s offer is worth taking.
Despite the changes, the festival still holds a special place in her working calendar.
Asked what Singles’ Day feels like to her these days, she had a simple answer.
“Like Chinese New Year.”
The bustle, the anticipation, the biggest payday of the year. Hers falls in November.
