Alibaba touted "robust growth" in gross merchandise volume — an industry measure of sales over time that does not equate to the company's revenue — for its Taobao and Tmall Group businesses during the festival, along with a "record number of active buyers."

"Alibaba's outlook remains closely aligned with the trajectory of the Chinese economy and evolving regulatory policies," ING analysts said Thursday, noting that the company's Friday report will shed light on the Chinese economy's growth momentum.