What: China’s Double 11 shopping festival is experiencing declining consumer enthusiasm and shifting spending patterns despite heavy promotions and technological innovation.

Why it is important: The decline in Double 11’s impact highlights the need for retailers to adapt strategies in response to economic pressures and changing consumer behavior, as seen in recent market analyses.

China’s Double 11 shopping festival, once the world’s most dazzling retail event, is now struggling to maintain its former allure. Despite aggressive promotions, including billions of yuan in subsidies and extended discount periods, consumer enthusiasm has noticeably waned. Major platforms like Alibaba and JD.com reported growth among VIP and active users, but these gains were overshadowed by broader shifts in spending behavior. Economic pressures, a lingering property crisis, and concerns over job and income security have made Chinese consumers more cautious, with many now viewing Double 11 as just another sale in a year-round cycle of discounts. In response, e-commerce giants are expanding internationally and investing heavily in AI to optimize operations and personalize shopping experiences. AI-driven tools have become central to both backend logistics and the consumer journey, streamlining everything from coupon distribution to product recommendations. Meanwhile, demand for AI-powered electronics has surged, reflecting a shift in consumer interest toward smart devices. The festival’s evolution underscores the need for retailers to rethink their strategies in a rapidly changing market. 

IADS Notes: The waning excitement around Double 11 is reflected in recent analyses from BoF, The Economist, BCG, and the South China Morning Post. October 2025 saw Golden Week spending decline despite high travel volumes (BoF), while April 2025 reports from The Economist and BCG highlighted a permanent shift away from traditional retail and growing consumer anxiety. The South China Morning Post noted in November 2024 that Singles’ Day platforms are pivoting to Southeast Asia as domestic enthusiasm cools, illustrating how e-commerce giants are adapting to these new realities.

Why China’s shopping festival Double 11 is losing its spark