Double Eleven is the largest shopping carnival in China, and many merchants will launch various promotional activities, including gold jewelry brands. Discounts, full discounts, gifts and other preferential measures are usually provided to attract consumers to buy gold products. Christmas is the peak time for people to buy gifts and celebrate products. In order to meet the needs of consumers, businesses will increase supply and lower prices.

Double Eleven is a festival focusing on online shopping. Compared with traditional physical stores, online shopping platforms can usually provide more discounts and concessions.