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The Nov 11 online shopping extravaganza, started seven years ago by e-commerce giant Alibaba, has become Chinese consumers’ biggest annual shopping spree.
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Alibaba said more than $1bn was spent within the first eight minutes, and more than 27 million purchases came via mobile phone in the first hour. This is good news for sellers but not that good for shoppers. Soon after the shopping spree began, "eating dirt" became a buzzword on the Internet. The term means that consumers spend too much on Singles Day shopping to have any money left for food; as a result, they can only "eat dirt", which is free.
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Weibo user @Yanjinggong said:"I was complaining that Double 11 was only a trap for consumers, but now I am a girl eating dirt."
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Users also show them impoverished or driven to madness by their buying sprees in "before and after Double 11" pictures.
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