China's biggest shopping event starts five weeks early to revive spending

China's biggest shopping event starts five weeks early to revive spending It's known to be China's biggest online shopping event - taking place on 11 November each year. But this year, Single's Day sales have already begun in mid-October, as part of efforts by Chinese retailers to boost spending in a sluggish market. China has been plagued with issues like growing youth unemployment, a prolonged property crisis, steep government debt and an ongoing trade war with the US - all of which is making the country's consumers cut back on spending. The Chinese government has been spending billions - through family subsidies, more wages and discounts for consumer goods in a bid to counter this, but retail sales growth is still failing to meet expectations. Originally created by Alibaba as a Chinese shopping festival, Singles' Day is akin to Amazon's Prime Day or Black Friday promotions elsewhere in the world.