Singles' Day figures are not comparable: mainland retail sales up 1.1% in Jan–Sep

Around 11 November each year, all sorts of sales figures appear. The National Bureau of Statistics reported on 19 October 2026 that total retail sales of consumer goods on the mainland were 37,000.1 billion yuan in January to September 2026, up 1.1% year on year.

The two kinds of figures are often compared, but they do not measure the same thing. As of November 2026, the latest data from the Bureau cover January to September. Before the shopping festival starts, it is worth telling the two apart.

Modest overall growth, faster once cars are excluded

Total retail sales in September alone were 4,243.3 billion yuan, also up 1.1%. Excluding cars, growth was higher: retail sales of consumer goods other than cars were 34,057.4 billion yuan in January to September, up 2.8%; in September alone they were 3,879.2 billion yuan, up 3.9%.

Retail sales of cars by units above the designated size were 2,942.7 billion yuan in January to September, down 14.9%; the fall widened to 21.2% in September alone.

Communication equipment grew markedly: retail sales were 812.3 billion yuan in January to September, up 18.1%, and rose 31.1% in September alone. Grain, oil and food rose 6.8%, cosmetics 6.1%, and clothing, footwear, hats and textiles 4.6%.

Categories that fell include gold, silver and jewellery, down 2.4% (down 9.6% in September alone); household appliances and audio-visual equipment, at 810.5 billion yuan, down 4.9% (up 1.9% in September alone); furniture, down 4.7%; and sports and entertainment goods, down 3.4%.

Channels also diverged. According to Bureau data reproduced by Xinhua Finance, in January to September convenience stores rose 5.2% and supermarkets 4.1%, while speciality stores fell 2.2%, department stores 2.9% and brand outlets 10.3%. Urban areas rose 0.9% and rural areas 2.3%; goods retail rose 1.0% and catering revenue 2.4%.

Growth slowed slightly compared with the first half: total retail sales in the first half of 2026 were 24,872.2 billion yuan, up 1.3%. The Bureau notes in the table that all figures are nominal growth rates that have not been adjusted for price changes.

Online goods retail is about a quarter

Online retail sales of goods and services were 15,147.1 billion yuan in January to September, up 4.4%, below the 5.2% of the first half. Online retail sales of goods were 9,506.0 billion yuan, up 3.8%; online retail sales of services were 5,641.1 billion yuan, up 5.3%.

On the Bureau's figures, online goods retail makes up about 25.7% of total retail sales. This is our own calculation, not an official figure. The Bureau also notes that online retail sales of goods and services are not comparable with the earlier online retail sales data; the former "online retail sales of physical goods" has been renamed "online retail sales of goods", with its meaning and scope unchanged.

Three differences between official data and platform sales

Scope: physical goods and catering only, or services as well

By the Bureau's definition, total retail sales of consumer goods are the value of physical goods sold by enterprises, institutions and self-employed businesses to individuals and institutional buyers for non-production, non-business use, plus revenue from catering services. Online retail sales of goods and services are the total of goods and services sold through public online trading platforms, including self-built websites and third-party platforms.

Compiler: official survey, third-party firm or the platform itself

Official figures follow a fixed method: units whose annual main business revenue reaches the thresholds (wholesale 20 million yuan or more, retail 5 million yuan or more, accommodation and catering 2 million yuan or more) are surveyed in full, while those below are sampled.

Shopping festival figures come from varied sources. According to a Securities Times report of 13 November 2025, a report by third-party firm Syntun said total e-commerce sales for Singles' Day 2025 were 1,619.1 billion yuan, up 12.3%; the report did not state the period or the platforms covered. Douyin E-commerce published its own report, covering only Douyin Mall, and disclosed growth-multiple indicators, for example that livestream sales of more than 100,000 merchants doubled year on year, but did not disclose overall sales.

Timing: a calendar month, or a campaign of more than a month

The Bureau publishes monthly, whereas the period of Douyin's 2025 Singles' Day report ran from 9 October to 11 November, spanning two months. With different periods, scopes and compilers, 12.3% cannot be set against 1.1% or 4.4% on the same yardstick.

A sensible-spending checklist before Singles' Day

1. Check the source first: whether a figure comes from the Bureau, a third-party firm or the platform itself.
2. Then check the period: "Singles' Day" may be counted from early October, which is not the same as the single day of 11 November.
3. Check the coverage: one platform does not represent the whole market, and note whether services are included.
4. Separate nominal from real: official growth rates are not adjusted for price changes, and platform multiples are not sales amounts.
5. Set a budget and a list first, note usual prices beforehand, and compare before buying big-ticket items.

Official figures measure national retail sales of consumer goods as a whole, while platform figures reflect the results of a promotion. Both are useful, but they are compiled on different bases and should not be compared directly.

Prices and details correct as of November 2026

This article is general information, not investment, tax or insurance advice. Everyone’s circumstances differ; consult a licensed professional before making decisions.