Consumers / In context

Hey, big spenders! Survey reveals shopper plans to splash out

Almost two-thirds of shoppers plan to spend more during this year’s 11.11 festival than they did last year, according to a survey of shopping intentions carried out by consultancy C2 Global.

As well as revealing that 63.5% of people plan to buy more than their 2019 budget for the festival, the study also highlights the items that are likely to be top of people’s shopping lists as the second shopping window of the event edges closer.

Almost half of people (49.9%) said they would spend more on fresh food this year, and 56% say they’ll look to spend more on local brands than they have before, with Chinese designer brands in clothing and footwear expected to do well, C2 Global says in its “Flash Report – Singles’ Day 2020”.

The 11.11 festival launched in 2009 as Singles’ Day, a kind of anti-Valentine’s Day on which single shoppers were encouraged to treat themselves to something special. No longer just for singles but for all shoppers, it is more widely known as 11.11.

The C2 Global survey found that almost a quarter of shoppers (24%) plan to spend more on foreign brands this year, and 36% say they have luxury brands within their sites during 11.11.

The Flash Report forecasts fitness and outdoor brands experiencing strong sales as Chinese consumers become more committed to fitness — whether at home, outdoors or at the gym. Half of survey respondents said they planned to purchase sports/leisure apparel and footwear during 11.11 this year. 

Consumers are increasingly looking for environmentally sustainable shopping options this year, with 75% of respondents saying that corporate sustainability practices would influence their purchase decisions. 

C2 Global surveyed 1,145 Chinese consumers in October 2020 to assess their intentions for 11.11 2020.