Why the early kickoff matters

The early start comes amid worries over soft consumer demand and slower economic growth. By stretching the shopping season, e-commerce companies hope to:

• Increase overall transaction volume over a longer period.
• Attract price-sensitive shoppers with staged discounts and coupon drops.
• Use live-streaming and social commerce to engage younger buyers.

How e-commerce leaders are competing

Alibaba’s Tmall and JD.com have rolled out pre-sale campaigns with incentives such as interest-free installments, early-bird vouchers and stronger price guarantees. Newer platforms and social apps are leaning heavily on livestream hosts and interactive shopping to grab market share.

• Deeper discounts: staged markdowns across categories from electronics to fashion.
• Payment incentives: flexible payment plans and additional coupons for loyal customers.
• Social selling: short-video platforms and influencers driving impulse purchases.

Impact on China’s economy and retail market

Policymakers and analysts see consumer spending as a key lever for short-term growth. A successful extended festival could:

• Signal improving consumer confidence.
• Help clear inventories after weaker months.
• Set a new blueprint for how major promotions are planned in future years.

However, experts caution that discounts alone may not fix deeper structural issues such as property market weakness or household debt pressures.

What shoppers should know

If you plan to shop this extended season, keep these tips in mind:

• Compare prices across platforms — early deals are often followed by deeper discounts closer to the main date.
• Watch for genuine coupons and installment terms; read the fine print on returns and warranties.
• Use reputable sellers and check seller ratings when buying high-value items.

Read our complete shopping guide