A few days ago, my roommate asked me what I had stashed in my online shopping cart for Singles’ Day promotions on 11 November. She excitedly showed me what she had in stock: one pair of leather boots and a set of soft sheets.
Luckily, the night ended in peace. We both got what we wanted, with a bit of agitation. I fell asleep hoping I wouldn’t regret what I’ve bought, because honestly, I spent more time plotting how my payment would go through, than thinking about what I was buying.
I’m not single, but I stumbled into the celebration of Singles’ Day alongside hundreds of millions of Chinese consumers. The next morning, when I found out almost $2 billion was spent on Tmall.com overnight, I felt like a foot soldier who had gone to battle in someone else’s war.”
Researching into people’s shopping habits I’ve come across some weird and wonderful things, the most recent being China’s ”Anti-Valentines Day” Not only a day for thousands of Chinese singletons to celebrate their freedom but also a shopping extravaganza with many large Chinese e-tailers halving their prices. The madness that these sorts of sales bring on seems hard to believe sometimes, the strangest part is that the majority of the time we are buying piles of stuff we simply don’t need. The temptation of low prices often proves too much to resist though as we struggle to let half price items pass us by in case we live to regret it. Once the competitive streak kicks in we can’t resist getting that extra bargain or buying the last of a certain reduced item just so we can ensure that nobody else gets it in case we hesitate for too long. The chaos of China’s singles day seems to match that of our boxing day sales, people leave their houses at the crack of dawn to go and hunt down bargains and half price gems they simply can’t resist. The reality is lower prices and crowded atmospheres push us to buy things we neither need nor really want and yet we are still taken in by it. Grabbing a bargain and fighting with the rest of the crowds (online or real) is just too tempting.
After all we might regret it if we don’t buy ‘it’ and we can’t have that now can we?
BBC News. 2013. Singles’ Day – China’s anti-Valentine’s celebration. [ONLINE] Available at: http://www.bbc.co.uk/news/blogs-china-blog-24896066. [Accessed 15 November 13].