Early indicators of China’s biggest shopping event, Singles’ Day (Double 11), show signs of modest growth, with certain categories performing better than expected. The event began on October 14, over a week earlier than in 2023, amid slow consumer spending. Analysts predict a 15% increase in gross merchandise value for this year, up from 11% in 2023, but still below the high-growth figures of previous years. Significant sales have been seen in home appliances, boosted by government subsidies, as well as consumer electronics, outdoor gear, beauty products, and pet supplies. A new consumer trend is emerging in toys and collectibles, particularly those linked to popular games and animated series. Despite pockets of growth, the overall mood is more subdued, with consumers showing a preference for higher-quality, necessary items rather than indulging in frantic price-driven purchases.