'Smart' young shoppers know when the price is right

A survey conducted by Beijing News Shell Finance in October shed light on the nuanced spending habits of young consumers nationwide. While they're willing to splurge on experiences, their consumer decisions remain rational. The survey found that 54.3 percent of respondents would reduce expenses if they found cheaper alternatives. Moreover, 51.4 percent would forgo certain expenditures if they felt they lacked novelty or had already been experienced.

"Young adults' frugal habits, particularly their evening trips to supermarkets for discounts, offer a fascinating glimpse into how today's youths are redefining their relationship with spending, by saving money without compromising on essentials," says Zhu Di, a research fellow at the Institute of Sociology, Chinese Academy of Social Sciences.

Zhu adds that they're not just changing their shopping habits, but they're reshaping the very notion of what it means to be a smart, modern consumer in China today.

"Falling in love with yellow discount labels is actually an upgrade in consumer attitude — after all, being able to afford expensive items doesn't mean one should overpay," Wu echoes.

Wu adds that any money-saving method helps individuals accumulate savings, and as they observe their savings grow, they become less inclined to spend recklessly, creating a reinforcing cycle that encourages more thoughtful and deliberate spending habits.

Lu has found various ways to save, from collecting free samples during promotional events to reusing packaging, and she learned that frugality is about the little things, like turning a milk teacup into a pencil holder or repurposing shopping bags for storage.

"But it's also about finding balance. Initially, I was so focused on saving every penny that I became obsessed with the idea. Now, I'll grab a good deal if I see one, but I won't go out of my way. It's about being smart with money without letting it take over your life," says Lu.

While Lu's parents' generation might have equated frugality with deprivation, these young professionals see it as a smart lifestyle choice. This new approach to spending reflects the diverse interests of China's youth. For Lu, the difference lies in how money is spent.

"Our consumption philosophy is 'save where you can, spend where you should'. The older generation might say the same thing, but where we choose to spend might be different. I might spend on anime merchandise, game top-ups, or blind boxes," says Lu.

For her, it's become a lens through which she views the broader challenges of life and the value of financial resources. This perspective has profoundly influenced her approach to consumption and spending.

"Discount hunting has taught me the true value of money. It's not just about saving — it's changed how I view all my spending. The more I save, the better I understand how to spend money wisely. It's become a lifestyle that makes me think twice about every purchase," says Lu.

The author is a freelancer for China Daily.