'Treat yo self!’ They're the immortal words of Tom Haverford and Donna Meagle on Parks and Recreation, and the mantra of Chinese holiday, Singles' Day. As people let loose and live by those words for a day, retailers can expect huge profits, making steps to guarantee it.

Do physical stores matter any more in China? When Topshop launched in China in 2014 it didn’t bother with bricks and mortar. Instead, taking cues from its Gen Y customers (who spend up to 30% of their day online), it partnered with an established fashion website. Is this non-traditional route proving a hit?

Black Friday – a day of flash sales after Thanksgiving designed to kick-start Christmas shopping – is a shopping phenomenon in the US. And despite being intrinsically linked with an American holiday, it’s gaining traction across Europe. But can the Black Friday madness extend to China?

Renowned for an insatiable appetite for luxury, within ten years China will account for 50% of global luxury purchases. But as discretion becomes the mark of distinction, who are these luxury consumers, how are their tastes evolving and what compels them to part with their cash?