Ma's mamas can't keep 11-11 going on forever

8 things you should know about 'Double 11'

Day in the life of a deliveryman

This impulse-buying frenzy also leads to overspending, too, leading to what were sure to be a lot of hefty shopping hangovers on Wednesday.

During a recent meeting of the Cyberspace Administration of China, one official noted that the number of online shoppers choosing to return items or ask for refunds on or after last year's Nov 11 event was huge, adding considerable pressure to China's already-strained logistics industry.

The latest statistics show that 80.51 billion yuan was spent online on Tuesday, on 409 million orders. The average sale was 197 yuan, compared with 191 yuan in 2012.

Many e-commerce companies in China are aware of what they need to do to upgrade the event, and some have made efforts to involve more high-quality goods in this year's line up of bargains by offering more imported goods via online channels.

Ma insisted during the event that rather than attracting buyers with cheap goods, his company was offering new products and new services to lure shoppers.

"Changes have started to take place in this year's event. By bringing more overseas brands to China, we hope we will be able to make more Chinese women satisfied with what we can offer," Ma said.

If he really does what he promises, and works his magic, then maybe this woman will be tempted to go looking for a bargain next year, with or without any huge discount.

Meng Jing is a reporter with China Daily.