Retail sales are still rising, but record household savings, stepped-up gold buying and reined-in income expectations suggest the population of the world’s second largest economy is now prioritizing security over splurges — with consequences for global brands and investors.
Yes, consumers in China are consuming again. It’s just not their No. 1 priority these days.
Retail sales are still rising, but record household savings, stepped-up gold buying and reined-in income expectations suggest the population of the world’s second largest economy is now prioritizing security over splurges — with consequences for global brands and investors.
Last updated: April 4, 2026, 5:10 AM
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