China’s 2025 Singles Day reaches record sales, but consumer sentiment weakens

According to data from market-tracker Syntun, total sales came in at about 1.70 trillion yuan renminbi (€215bn) – up from ¥1.44 trillion a year earlier. Despite the headline figure, however, multiple reports describe the atmosphere as “muted” with consumer hesitation and heavy discounting.

Consumer behavior & tactical shifts

Retailers responded to slower demand growth by extending the sales cycle – some early campaigns began in October – and by increasing subsidies and discounts to keep engagement high.

On JD.com, order volumes reportedly jumped nearly 60 percent, and active shopper numbers rose approximately 40 percent. But anecdotal evidence suggest fewer big-ticket purchases: “The only thing I’m looking for is a pair of comfortable sports shoes […] but I haven’t spotted any I really like yet,” said one Beijing shopper.

Industry relevance

The slower growth signals structural headwinds in Chinese consumption. With the global sporting-goods industry increasingly reliant on China for growth in apparel, footwear and accessories, the shift in sentiment matters.

Context, caveats and competing narratives

Growth slowed but remained positive – the 18 percent increase is sizeable in absolute terms and would be the envy of most European markets, where comparable e-commerce “special days” struggle to exceed single-digit growth. 

Chinese state-controlled media outlets, such as CGTN, emphasized a “new wave of consumption” emerging, pointing to resilient segments and opportunities in upgrade-driven categories. The longer sales period and widespread participation suggest that underlying digital-commerce momentum remains intact.

The bottom line

China’s Singles Day 2025 delivered strong absolute volume but marked a transition from explosive growth to more modest expansion. For players in the sporting-goods industry, the takeaway is clear: China remains a vital market, but the era of growth by default may be over. 

Sources: AP, Reuters