China: reasons for holiday shopping by age group 2022

According to a survey conducted by Rakuten Insight in China in November 2022 on consumers holiday shopping behavior, around 88 percent of respondents between 16 and 24 years old answered their reason for holiday shopping was that a lot of sales take place during that time. Only 22 percent of the respondents between 45 and 54 years old stated to go holiday shopping because they wanted to buy products released especially on holidays.

Common reasons to do holiday shopping in China as of November 2022, by age group

Characteristic	16-24 years	25-24 years	35-44 years	45-54 years	55 years and above
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Release date

December 2022

More information

Region

China

Survey time period

November 11 to 30, 2022

Number of respondents

6,700 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Shopping for holiday such as Black Friday, 11.11., Christmas sales, New year's sales etc.

Original question: "What are the main reasons for you to shop during the holiday shopping period?"

Up to three answers were possible.

1,730 respondents aged between 16 and 24 years, 2,457 respondents aged between 25 and 34 years, 2,164 respondents aged between 35 and 44 years, 276 respondents aged between 45 and 54 years, 73 respondents aged 55 years and above.

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