11.11: The Rise of Singles’ Day as the World’s Biggest Retail Event
November 11th, known as Singles’ Day or 11.11, originated in China and has grown from a small celebration into a global shopping phenomenon. It was initially called Bachelor’s Day and was created in the early 1990s at Nanjing University, where single male students celebrated the day by treating themselves to gifts and presents as an anti-Valentine’s Day initiative.? Thirty years later, it has evolved from a single campus event into a nationwide phenomenon, paving the way to its transformation of one of the largest online shopping events in the world.
Although this tradition started in China, it has grown significantly popular in other countries as well such as Malaysia, Australia, India and the UK. Furthermore, e-commerce giants worldwide such as Amazon and eBay, have started to adopt the Singles' Day concept, offering their own promotions and sales on November 11. In fact, some countries have also started to celebrate the occasion such as the Singles Awareness Day in February 15 and National Singles Day in March 11.
The economic impacts of 11.11 is staggering, making a significant presence in the global retail landscape. Singles’ Day has become a key driver of businesses, especially in China, where it accounts for an important portion of annual e-commerce sales. The event has outpaced even the most significant shopping days in Western markets, such asBlack Friday and Cyber Monday. In 2020, Alibaba, one of China's leading e-commerce platforms, reported sales exceeding$74 billion within a 24-hour period, setting a record for global online shopping events.?Two year later, in 2022, Singles' Day generated approximately$128 billion in sales, according to estimates by Bain & Company. In comparison, U.S. consumers spent $9.12 billion on Black Friday and $11.3 billion on Cyber Monday in the same year.
Singles’ Day is a great example of the immense scale and frenzy of modern retail. Almost every year, companies have broken records and set new benchmarks for consumer spending. During the 2017 festival, Alibaba achieved a world record by processing an astounding 256,000 payment transactions per second on its mobile wallet app, Alipay. Over the course of just 24 hours, Alipay processed 1.48 billion transactions, showing the enormous consumer demand generated by this event.?
Retailers prepare for Singles' Day for months in advance, creating marketing campaigns and promotions to capture consumer interest. Many businesses set up exclusive deals and limited time offers, incentivizing shoppers to participate in the shopping frenzy. As a result, companies often see significant spikes in revenue, with some brands reporting sales increases of over 500% compared to regular days. Multichannel selling is also crucial, as a growing number of consumers shop across various platforms, with 69% intending to do so in 2022, up from 56% the previous year. Many businesses engage shoppers through gamified marketing, creating an interactive experience that boosts participation and sales. These efforts translate into record-breaking results, with Singles' Day 2023 generating an estimated $156 billion, far surpassing the combined revenue of major Western shopping events.
Live-streaming sales have also become a powerful marketing and sales tool on Singles' Day, transforming the shopping experience into an interactive, engaging event. Platforms like Taobao Live and Douyin(TikTok's sister app in China) have played a crucial role in popularizing this format, where influencers, celebrities, and brand representatives showcase products in real time to millions of viewers.?On Singles' Day, brands and retailers compete to host eye-catching livestreams featuring exclusive deals and product launches, often with celebrity hosts to attract larger audiences. In 2021, Alibaba reported that sales generated through livestreaming reached new heights, with top influencers driving millions in revenue within hours of going live. For instance, Viya andLi Jiaqi, two of China's most popular livestreamers, sold hundreds of millions of dollars' worth of products in a single night.
Besides live streams, businesses put great thought and effort into creating engaging campaigns. Alibaba, in particular, has pioneered these efforts with interactive campaigns that make shopping more engaging and entertaining. For example, in the weeks leading up to Singles' Day, Alibaba introduced the "Catch the Cat" game on its app. In this augmented reality (AR) experience, users "chase" Tmall's mascot, a black cat, around their neighborhoods, earning discount coupons, loyalty points, or early access to exclusive deals by scanning QR codes at partner stores.
11.11 also place a lot of responsibility on the logistics and supply chain sectors, requiring significant upgrades to manage the surge in orders. In 2021, Alibaba's logistics arm, Cainiao, processed over 2.5 billion packages during the Singles' Day sales period, underscoring the event's massive scale. To meet this demand, companies have invested heavily in infrastructure and technology. For example, in 2020, China's postal service handled approximately 675 million packages on Singles' Day alone, highlighting the need for robust delivery networks.
Singles' Day has become not only a massive shopping event but also an entertainment show, with brands using innovative marketing and celebrity power to attract consumers. One of the most notable examples of this transformation is Alibaba's annual Singles' Day gala, which combines entertainment with retail in a high-energy, star-studded show. Over the years, Alibaba has brought in international stars like Nicole Kidman, Pharrell Williams, and tennis champion Maria Sharapova to headline the event, drawing millions of viewers both in-person and online. Similarly, in 2019, Taylor Swift performed at Alibaba’s Shanghai gala, and Katy Perry performed in a livestream a year later. By combining entertainment with shopping, Alibaba has turned Singles' Day into more than just a retail event; it’s a cultural celebration that captivates audiences worldwide, mixing celebrity influence marketing with live shopping experiences to drive consumer excitement and engagement.
Other brands have also leveraged high-profile partnerships to create engagement around Singles' Day. For instance, AliExpress, another Alibaba-owned platform, launched a pop-up shop in New York City's Soho district, targeting U.S. consumers with an immersive experience. This approach by Alibaba have helped them internationalize Singles' Day and attract new audiences, making it a global event rather than one that is focused solely on the Chinese market.
Singles' Day reflects changing attitudes toward singlehood and relationships in contemporary society. Initially rooted in a sense of fun and community among single individuals, the holiday has evolved to promote self-love and individualism. It challenges the especially traditional Chinese narratives around relationships and marriage, allowing people to celebrate their single status without stigma. The celebration encourages self-gifting, highlighting the cultural shift in younger generations to prioritize their personal well-being and self-care. Singles' Day exemplifies the intersection of culture, economics, and consumer behavior. Its impact on the retail landscape is undeniable, as it continues to shape trends and attitudes toward singlehood in an increasingly interconnected world. As Singles' Day evolves, it will likely remain a vital component of the global retail calendar, reflecting broader societal changes and economic realities.