Survey: 70% Regret Stockpiling for Single's Day Shopping Spree

November 20, 2018
Editor: Liu Yanmei

The China Youth Daily and the online survey website jointly conducted a survey last week to study how citizens like to stockpile items bought during popular shopping promotions.

More and more people choose to buy online during the so-called "Single's Day Shopping Day"on November 11 when many retailers offer deep discounts. 

Some 27.4 percent of respondents live in first-tier cities; 52.1 percent live in second-tier cities; 18.2 percent live in third and fourth-tier cities; and, those in counties, towns and rural areas accounted for 2.3 percent.

Household Goods, Clothing, Baby Products Are Favorite

A college student at Renmin University of China (RUC) said: "It cost me a third of my living expenses last time I stocked up on goods, mainly daily necessities." 

"A week before November 11 this year, I began to plan my purchases."

A young man at Chongqing University said he probably stockpiled items three or four times a year. "I also saved up money to use during this shopping period," the man added. 

According to him, some of his classmates bought so many goods that express delivery boxes piled up in their dormitory.

The survey showed that 84.5 percent of respondents had stocked up during the shopping spree, and the proportion of men (88.1 percent) was higher than that of women (84.8 percent).

Some 83 percent of the surveyed said there were many people around them liked to stock up from e-commerce sites.

Household goods (63 percent), clothing, shoes and hats (52 percent) and maternal and infant products (45 percent) are the categories that people most often stock up on.

There are many kinds of consumption motives among customers, said Xue Haibo, associate professor of East China Normal University.

"Some people think it over before they spend their money and wait until the timing is right for shopping. Some see special offers and buy them even if there is no immediate demand," Xue introduced.

The antecedents of consumption decisions are varied, and people may be motivated more by the cheap price, said Xue.

Planned Consumption

According to the survey, 73.3 percent of those questioned said they regretted having stocked up, while 75.9 percent of men regretted having stocked up, compared to women (70.8 percent).

Facing more and more shopping days, 83.3 percent of respondents said they were behaving more calmly than before.

When it comes to their attitudes towards stockpiling, Some 58.8 percent thought buying many things at once saves time, while 51.3 percent said it was cost-effective. 

Another 49.2 percent of respondents said stocking up on too many things is a waste; 33.3 percent complained that hoarding goods occupies space in the home, affecting the quality of life.

How do consumers treat those e-commerce shopping festivals? In the survey, 70.5 percent suggested making shopping lists in advance; and, 60.6 percent suggested restraining the consumption impulse, only buying what was really needed.

Meanwhile, 32.2 percent of respondents believe that people should be rational and avoid greed.

"Thanks to e-commerce, consumers can easily have access to more commodities, so they should be more rational," Xue said.

(Source: and edited by Women of China)

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