
Published 16 November 2023
With value top of mind (77% of shoppers planned to reduce spending) and excitement levels lowering (53% versus 2021’s 76% – see Key Stats for both), China’s Singles’ Day (November 11) focused less on star power and more on informed thriftiness. While overall spending is plateauing, unlikely experts reimagined livestreaming’s influence, and AI tools and avatars supported savvier shopping.



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Overexposure online, rising unease with socio-economic inequality and the desire to connect with likeminded peers are driving luxury consumers towards experiences that transcend materialism or reinstate a precious sense of scarcity. Strategies include access to brands’ top creative minds; activations bestowing ethical...