Share of consumers who shopped on Singles' Day in Beijing, China 2019, by age group

According to a survey among Beijing residents, about 81.5 percent of respondents below 20 years old shopped in the Singles' Day sales. The participation rate dropped to only 46.4 percent among respondents aged 60 to 69 years. Overall, younger generations in China had higher participation rates on Singles' Day sales than the older generations.

Post-90s online shoppers

Born and raised in the digital era, the post-90s (people born in the 1990s) in China are more tech-savvy than any past generation. In 2020, the post-90s generation accounted for almost half of the country's online population and more than one-third of the online shopping population. Statistics showed that compared to their parents, the post-90s generation in China are more willing to spend on luxury goods. However, it does not mean that they are less enthusiastic about discounts. Online shoppers born in the 1990s had high participation rates in various online shopping events, including Singles' Day sales and mid-year sales.

Older online shoppers

Younger generations may take the lead in online shopping, but the older generations in China are also prepared to embrace the new trend of e-commerce. The number of online consumers above 50 years old and their purchasing power has increased significantly in the past years. Especially with the outbreak of the coronavirus pandemic their engagement in online shopping has accelerated.