2025年10月社零数据点评：10月社零增速超预期，基本生活类和部分升级类消费较快增长

Investment Rating - The industry investment rating is "Positive" (maintained) [4] Core Viewpoints - The retail sales growth in October exceeded expectations, with basic living and some upgraded consumption categories experiencing rapid growth [4] - The total retail sales of consumer goods in October reached 46,291 billion, a year-on-year increase of 2.9%. Excluding automobiles, the total retail sales amounted to 42,036 billion, growing by 4.0% year-on-year [7][6] - Urban and rural retail sales in October were 40,021 billion and 6,270 billion respectively, with year-on-year growth of 2.7% and 4.1% [7] Summary by Category Overall Data - The overall retail sales in October showed a year-on-year increase of 2.9%, with significant growth in essential and some upgraded consumption categories [7][6] Consumption Types - The retail sales of catering outpaced goods, with limited above-unit retail sales reaching 17,782 billion, a year-on-year increase of 1.6% [14] - The retail sales of goods and catering in October were 41,092 billion and 5,199 billion respectively, with year-on-year growth of 2.8% and 3.8% [14] Essential Consumption - In essential consumption, the retail sales of grain, oil, and food increased by 9.1%, beverages by 7.1%, tobacco and alcohol by 4.1%, and daily necessities by 7.4% [18][26] Optional Consumption - In optional consumption, jewelry and communication equipment saw significant growth, with jewelry retail sales increasing by 37.6% and communication equipment by 23.2% [26][34] Other Consumption Categories - Among other consumption categories, furniture retail sales grew significantly by 9.6%, while home appliances, building materials, and petroleum products saw declines of 14.6%, 8.3%, and 5.9% respectively [35][39]