
Published 15 November 2024
The longest Singles’ Day shopping event yet (October 14 to November 11) attracted more customers and increased sales (a rise of 4% to 5%), compared with 2023’s record-low growth, but economic headwinds and ‘lower-desire lives’ kept yesteryear’s frenzied spending in check. Sales-boosting initiatives and notable sectors for 2025 include 24/7 artificial-intelligence-(AI)-powered livestreams, Gen Zalpha-snaring ‘guzi’ (animation, comics and gaming merch), and pet products.



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Youth-focused brands and creative agencies gathered at Ad Age’s NextGen Marketing Summit (New York, March 4-5) to discuss forging closer bonds with Gen Zers and Alphas. We decode need-to-know strategies, including activations correlating with Gen Zers’ coping tactics, affirming identity via fourth space engagement, dual...