On January 9, the topic of “Middle Class Rushing into Supermarkets to Grab $300 Down Jackets” surged to the top of Weibo’s trending list, attracting attention. Some netizens lamented, “To put it bluntly, it’s a downgrade in consumption.”
The clothing sections of supermarkets were once looked down upon by fashionistas. However, according to a report by “China News Weekly,” this winter, Down jackets like Fat Dong’s $58 down comforter, Costco’s $35.9 32D short down jacket, and Sam’s $49.9 long down jacket have become the “winter favorites” of the middle class.
In Beijing, Sam’s popular $499 down jacket in the clothing section has been completely sold out. Sales staff in the clothing section mentioned, “Although there wasn’t a crazy rush when the store opened, down jackets indeed sold more briskly. The $499 long white duck down jacket with 80% down content was sold out three days ago, and now only the $899 goose down version remains.”
In addition to physical stores, social media platforms are flooded with posts like “waiting for restocks of Sam’s down jacket” and “seeking Fat Dong’s down jacket through personal shoppers,” with small sizes and white color being common out-of-stock items.
Junjun, a personal shopper for Sam’s, stated that the most popular among all styles of down jackets is the $499 white duck down jacket in size S, which has been out of stock for a month even in relatively warmer Guangdong.
Junjun’s personal shopping link with a $60 markup has been clicked 27 times within a month. On second-hand platforms, the resale of the same down jackets due to size mismatch is quickly snapped up. Even in areas without these supermarkets, consumer demand remains strong, ultimately leading to nationwide shortages.
Moreover, what’s noteworthy is that most of the middle-class individuals buying these $300 down jackets at supermarkets have relatively stable incomes. According to Zhang Yi, CEO and chief analyst of iMedia Consulting, “Based on iMedia’s preliminary monitoring, the main buyers of Sam’s down jackets are female white-collar workers aged 30-45, mainly practical individuals.”
Beijing white-collar worker Li Li mentioned that after winter arrived, she found her down jacket from three years ago no longer kept her warm, so she wanted to buy a new one. However, the prices of branded down jackets are increasing, and there is a mix of cheap and expensive options in the market. Tired of comparing prices online and checking fill weights, she decisively opted for Sam’s new down jacket.
Not only in Sam’s, but also in Fat Dong’s self-operated Cashmere Goose down jacket priced at $528, there have been instances of stock shortages. Xiaotian, who helps run errands in Xuchang, mentioned that the same down jacket experienced a month-long stock shortage until it was restocked on January 1, 2026.
A survey carried out by “China News Weekly” and its subsidiary “Interesting Report” revealed that in 2025, over 60% of consumers complained about the “overpriced and high-priced” nature of down jackets, with concerns about “low fill weights” and “homogenization/suspicion of OEM” also being prominent.
Many netizens have also expressed their views, saying, “In malls, the down jackets are all several thousand yuan, I dare not buy clothes there anymore, I mainly go to large supermarkets to look for clothes now, emphasizing affordability and comfort.” “Sam’s 400g fill weight for only $499, Walmart’s 200g down jacket for $199, Fat Dong’s 200g goose down for $798, indeed offers great value for money!” “The down jacket market has been chaotic in the past two years, leading to a crisis of trust. At such times, when big brands come forward to sell affordable down jackets, they are sure to win consumers’ favor.”
“When brands are only left with the label ‘outrageously expensive,’ Fat Dong and Sam have provided the middle class with a last bit of dignity by clearly pricing their products: If you can’t afford the ‘luxury,’ at least you can afford the ‘high fill weight’.” “To put it bluntly, it’s a downgrade in consumption.”