Five Trends to Watch during Singles’ Day 2017

BEIJING, Nov. 9, 2017 /PRNewswire/ — China’s Singles’ Day, first introduced by Alibaba in 2009 and now known as the “11.11 Global Shopping Festival”, is the world’s biggest online retail event. A survey of 1,691 Chinese internet users finds that the average expected spending among all respondents during Singles’ Day 2017 is RMB 1,731 (USD 261).

International awareness of Singles’ Day continues to grow. Alibaba’s Singles’ Day sales hit RMB 120.7 billion (USD 17.8 billion) on 11 November 2016, a 32% surge on 2015. About 140,000 retailers sold their products and services outside mainland China on the main Alibaba platform Tmall last year.

The annual survey on Singles’ Day conducted in October 2017 by AdMaster, China’s leading marketing data technology company, shows that many of the Chinese internet users are ready for shopping online during Singles’ Day. Two out of three (64%) respondents say they will take part in this year’s online retail event.

Based on the key findings of AdMaster’s survey on Singles’ Day 2017, here are five trends to watch during the Global Shopping Festival:

1.    The average expected spending among all respondents is RMB 1,731 (USD 261)

One-third of the respondents say they expect to spend RMB 2,000 (USD 302) or above during Singles’ Day 2017. 2.43% of them even plan to spend RMB 10,000 (USD 1508) or above.

Over 44% respondents say they will spend more money than last year, 29% say the expected spending will be more or less the same as last year, while 27% will spend less money.

2.    Taobao and Tmall face keen competition from and other online platforms

Though Singles’ Day was first launched and trademarked by Alibaba, Taobao and Tmall (both Alibaba’s main e-commerce platforms) are no longer the only online shopping websites for Chinese shoppers.

AdMaster’s survey shows that 69% of the respondents will shop on Taobao and 55% will shop on Tmall, while 43% of the respondents will shop on Alibaba’s chief rival and 28% will shop on

Other competitors of Taobao and Tmall include,, Mogu Street,,,,,,,,, and

3.    Clothing, cosmetics and skincare products are popular among online shoppers

Singles’ Day features big promotions on clothing and accessories, cosmetics, electronics, and other goods and products.

AdMaster’s survey shows that 53% of the respondents will spend money on clothing, 35% on cosmetics and skincare products, 25% on personal care products, and 24% on household goods.

Other wanted items are food and drinks, baby products, electronics, books, computers, jewelry and luxuries, etc.

It is worth noting that Chinese consumers are increasingly focusing on the quality of products. They are also concerned about delivery efficiency.

4.    Online shoppers make their shopping lists weeks ahead of Singles’ Day

For brands and consumers, Singles’ Day is not just a day, it is a month of pre-sale and post-sale events. As many as 18% of the respondents say they will make their shopping lists one month in advance. 18% respondents say they will make their lists three or four weeks ahead of Singles’ Day, while 61% respondents will do so one day to two weeks in advance.

While browsing various online shopping websites, one-fourth of the respondents will participate in the pre-sale events and place pre-orders for products that they are interested in. 

5.    Over 82% of online shoppers buy products using their smartphones

The intensified battlefield is on mobiles. The majority of online shopping sales during Singles’ Day will be conducted through smartphones, computers and tablets, according to the survey results. 82% of the respondents will buy products using their smartphones and 14% will use tablets. Only 33% of the respondents will use computers for purchases.

About AdMaster:

AdMaster is the leading data solution provider specialized in data collection, analysis and management. By using cutting-edge proprietary technology, it creates value for businesses by turning big data into smart data and delivering it to them through software-as-a-service platform, enabling them to make more informed decisions and gain a competitive edge.

Its core services include third party digital advertising verification, social media and e-commerce measurement, and data management – including data obtained from personal computers and mobile devices.

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