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Nielsen: Chinese Consumers Set for Another Single’s Day Shopping Spree

Contact: Sue Feng,, 010-5812-9195

More than 60% of intended buyers on Single’s Day are MARRIED

More than half of the Intended Online Buyers will increase their spending for 2014

A fast catching-up of other major shopping sites make competition even more fierce


Shanghai – Nov. 7, 2014 – With this year’s Single’s Day just around the corner, are you expecting another record-high shopping spree?

You should! According to Nielsen’s latest online survey, more than 80% of the Chinese online respondents intend on buying during this year’s Single’s Day, which falls on Nov.11 and is equivalent to Cyber Monday in the U.S.  Nielsen is a leading provider of information and insights into what consumers watch and buy.

Since 2009 when Alibaba took the initiative to create Single’s Day shopping festival, Nielsen’s findings show that today, Single’s Day shopping carnival has become a household word that is well known among 87% of surveyed respondents. Likewise, Double 12 (Dec. 12) an online shopping holiday that was created just a couple of years ago, has been recognized by as many as 77% of the respondents.  

Who Will BUY – Single’s Day Goes Far Beyond Serving Singles

According to the latest finding tailored to Chinese online consumers’ purchase intention for the upcoming 2014 Single’s Day, more than three fifth of the intended participants (62%) are married, well beyond the ratio of the real bachelors (26%).

 “Single’s Day has nothing to do with the identity of online shoppers any more, it has become the biggest online shopping event and is enjoyed by Chinese consumers from all walks of life,” said Liu Xiaobin, vice president of Nielsen China. “Thanks to the high penetration of internet and the continuous development of China’s online retail market, we are going to see more and more Chinese consumers taking these kinds of online shopping festivals as an occasion to have fun and to take advantage of the promotions for self-rewarding.”

Compared with last year’s online shopping experience, among those who intended to buy on this year’s Single’s Day, 17% of them are new intended buyers, while only 1% of the online shoppers who participated in last year’s Single’s Day claimed they won’t buy this year.

What to BUY – Reserved Just for Single’s Day

According to Nielsen, clothing & accessories, cosmetics & personal care, household products, home electric appliances, and food and beverage are top 5 most popular categories for the upcoming Single’s Day.

As many as 83% of the online shoppers who are willing to buy on Single’s Day claimed that they would hold on their purchase plan until Single’s Day to make the best of the shopping holiday.

Most of the categories which are put on the waiting list are non-food categories, but not all. There are also 27% of the online shoppers who plan to purchase packaged food, soft drinks and nutrition products on Single’s Day for future use.

According to Nielsen’s historic offline retail tracking figures on hypermarkets from 23 Tier 1 and Tier 2 cities across China, it shows that indeed, the impact of “Single’s Day” on offline retail market is mainly felt in the specific week where “Single’s Day” falls on, and the three weeks right afterwards.

The impact is especially obvious for non-food categories where the offline sales dropped 3.5% during the 2013 Single’s Day week compared with the same period of 2012, and dropped 2.7% in the following 3 weeks after Single’s Day.

 “As a shopping holiday that is originally created in the online sphere, the impact of Single’s Day on the Internet is inevitably there, but we still think the impact remains limited, especially for the categories that people need on daily basis or as their impulse spending,” said Liu. “But no matter for what category, how to best leverage these newly created shopping events both online and offline is the key for retailers and manufacturers to win in today’s O2O environment,” Liu added.

Nielsen’s survey indicated that intended online shoppers are planning to spend 1,440 yuan on average for this year’s Single’s Day. Among the surveyed intended online buyers, 57% of them claimed they will have an increasing budget for this year.

Where to Buy – More Shopping Sites Offer Greater Choice for Chinese Consumers

According to Nielsen, Tmall and Taobao remain the most popular online shopping sites where more than 70% of the surveyed respondents are planning to go for their online shopping journey on Single’s Day.

Meanwhile, the survey also indicated a more diverse and competitive online market with most of the other shopping sites catching up at a rapid pace. Besides Tmall and Taobao, the average growth of purchase intention for the other major shopping sites, including JD, Amazon, Suning and etc., increased 79% compared with last year.

“When China sees more online retailers venturing into the e-commerce field, a clearer positioning and a deeper understanding of today’s online shopper in terms of how they decide on their ‘store-of-choice’ will be the key for online retailers to stand out from the competition and win customers,” said Liu.

In terms of how to buy online for Single’s Day, Nielsen’s survey shows desktop (60%) remains the most popular device for intended online buyers to shop online, closely followed by smartphone (56%), laptop (49%) and tablets (16%).

About Nielsen

Nielsen (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit