For three years running, Soul App’s research wing Just So Soul has conducted surveys centered on Double 11 to understand retail trends and changes in consumer behaviors. This year’s survey saw the participation of over 3,000 platform users. Since the social networking app boasts a user base that has 80% Gen Z individuals, the survey participants can be viewed as a reliable sample of this young demographic in general.
This year had the longest Double 11 in the festival’s 16-year history, so many had predicted that the extra days of promotional noise would lead to buyer burnout. Well, Soul App’s survey revealed that the extended shopping period sparked mixed reactions. While some expressed fatigue, others welcomed the additional time to shop.
The festival which went on for almost a month was generally well received with almost 80% of the survey participants taking a neutral or positive stance towards the extra shopping days. Only about 15% expressed their displeasure at the longer-than-usual duration. Some were more worried about the fact that the additional days would give retailers time to go back on their promise of discounts and deals.
That said, in terms of participation, this year saw the largest turnout of shoppers ever. Of the Soul app survey respondents, nearly 90% stated that they had participated in the biggest shopping festival of the year. In terms of the money spent, the trends were headed in the direction of smart budgeting. Although almost 35% of the survey participants said that they had increased their Double 11 budget, the 25% of survey respondents who clarified their intention of lowering their Single’s Day spending balanced the optimistic viewpoint.
Overall, it seemed like Gen Z had found a middle ground when it came to how much they wanted to invest in Double 11 shopping. This balanced approach to budgeting creates the picture of a generation that is willing to spend on quality items but remains mindful of overall financial health.
When discussing the reasons for the changes in this year’s Double 11 budget, Gen Z attributed the budget adjustments to shifts in financial needs, personal economic circumstances, and a changing mindset around spending. Now, that’s called having your cake and eating it too!
That said, Soul App’s report also discussed preferred platforms for Double 11 shopping and the factors that influenced buying decisions. Pinduoduo, Douyin, Taobao/Tmall, and JD.com all performed exceptionally well in terms of sales this Double 11. Ultimately, for young shoppers the choice of the platform came down to three factors:
- The discounts offered that could help them to save more and buy more – 39.9%
- A stress-free and simple return and refund process that allowed them to buy without worrying – 39.9%
- The range of products offered – 34.9%
While online shopping continued to be a big part of Double 11 in 2024, surprisingly, Soul App’s survey also found Zoomers veering towards offline shopping. In fact, Soul’s report indicates that Gen Z certainly hasn’t abandoned brick-and-mortar stores. Of those surveyed, 37.1% said they participated in offline sales during Double 11, with 44.3% spending equally between online and offline channels. The appeal of offline shopping possibly lies in its tangible experience, which Gen Z finds valuable despite the convenience of online options.
This hybrid online-offline approach to shopping adopted by Gen Z clarifies that youngsters enjoy and even covet the experiences that physical stores offer. Youngsters like the fact that brick-and-mortar establishments provide a space for them to see, touch, and try products, enhancing the overall shopping experience.
In terms of purchases made, “Happy Consumption” definitely came in on top. Soul App’s report revealed that Gen Z’s spending choices during Double 11 were driven not by necessity but by emotional satisfaction. This explained why more than 40% of the respondents said that they were inclined to spend on items that brought emotional value, joy, or comfort. As far as the products that formed a part of “Happy Consumption” were concerned, the items and services that made it to the list included:
- Travel and related services such as flight and hotel bookings – 42.3%
- Gaming products – 38.9%
- Entertainment including music festival and stand-up comedy tickets – 29.6%
- Blind box and cultural toys – 27.7%
- IP-related products such as butter bear joint-name products, Chiikawa, and Jellycat – 27.3%
Another noteworthy finding of the Soul App survey was that Gen Z had a distinct affinity for local brands this year. Almost 60% of respondents in the survey said they favored Chinese brands over international ones, particularly in categories like beauty, tech, and home appliances. This trend reflects a combination of national pride, trust in domestic quality, and the desire to support brands that resonate with their identity.
In particular, domestic beauty brands, such as Proya, have gained a strong following among Gen Z, who appreciate the innovation and affordability of local products. This shift also reveals that Gen Z is not solely driven by brand names; instead, they prioritize quality, relevance, and ethical alignment.
Another observation was that young men spent more than young women during 2024 Double 11, with an average budget of 4,800 RMB as compared to the 4,300 RMB set aside by young women.
This growth in male consumer spending, often referred to as the “He Economy,” signals a shift in how brands should approach gender-based marketing. For instance, medical aesthetics, fitness equipment, and even luxury goods are gaining traction among young male consumers. Brands that tailor their messaging and offerings to engage male consumers on an emotional level are likely to see growth in this segment.
To sum it all up, from their preference for local brands and emotional spending to their balanced approach between online and offline shopping, Gen Z’s consumer behavior this year was indicative of a complex and highly adaptable generation.
Soul App’s survey highlighted that Zoomers expect brands to be flexible, transparent, and authentic and that this generation places high value on experiences that resonate on an emotional level. For retailers, understanding and adapting to these expectations is key to staying relevant in a fast-changing market.