It’s not Black Friday, not Cyber Monday, and not even Prime Day. The biggest shopping event in the world actually takes place in China every November 11, known as Singles’ Day.
What began as a simple celebration of singlehood has now transformed into the largest online shopping festival on the planet, surpassing the combined sales of Black Friday and Amazon Prime Day.
From a Student Tradition to a Global Phenomenon
Singles’ Day originated at Nanjing University, China, in 1993. A group of students created a “Day for Singles” to celebrate those without romantic partners, a counterpoint to Valentine’s Day, which revolves around couples.
The date 11/11 was chosen because the four number ones standing in a row resemble “bare sticks,” a Chinese expression symbolizing someone who is single.
Over time, the quirky tradition became increasingly popular among young people, eventually capturing the attention of China’s e-commerce giant Alibaba Group. In 2009, Alibaba turned Singles’ Day into a massive promotional event offering discounts and special deals.
From One Day to Weeks of Online Shopping
Although it started as a one-day celebration, Singles’ Day has now expanded into an online shopping festival that lasts for weeks. This year, the sales period began on October 9 and ran until November 11, the longest edition ever.
In 2024, total transactions during the festival reached 1.44 trillion yuan (around US$202 billion), according to data from analytics provider Syntun. This figure is nearly five times the total consumer spending in the United States during Cyber Week (from Black Friday to Cyber Monday), which reached about US$41.1 billion.
Yet despite the enormous numbers, sales growth in China is no longer as rapid as it once was. Major e-commerce players such as Alibaba, JD.com, and Pinduoduo are now extending sales periods and offering massive subsidies and coupons to encourage purchases.
This year alone, Alibaba provided 50 billion yuan in subsidies to members of its 88VIP loyalty program.
From Smartphones to Household Goods
The product categories sold during the festival are incredibly diverse, ranging from gadgets, clothing, and beauty products to household necessities. Last year, household appliances covered under a 150-billion-yuan subsidy scheme recorded the highest sales, although this year they are expected to decline by around 20% due to a higher comparison base.
This year’s main focus is on the concept of “instant retail”, online orders delivered within one hour. Alibaba and JD.com are pouring billions of yuan into expanding rapid-delivery services, which are now growing faster than traditional e-commerce.
Smartphone sales are also projected to rise, especially following the launch of the iPhone 17 and Xiaomi’s latest series in September. Within the first two hours of the festival, iPhone sales on Apple’s official Tmall store surpassed the total from the same day last year.
Global Giants Cash In
The success of Singles’ Day isn’t limited to domestic companies. Global brands such as Nike, L’Oréal, Estée Lauder, and Procter & Gamble are also cashing in through platforms like Tmall and JD.com.
According to Alibaba, 35 brands, including Nike, L’Oréal, and local companies like Anta and Proya, generated over 100 million yuan in sales within just the first hour of this year’s festival.
However, consumer behavior in China is shifting. After the pandemic and a prolonged property crisis, many shoppers are becoming more cautious. The Chinese government has even made boosting domestic consumption a top priority to support national economic growth.
A Cross-Border Expansion
Interestingly, Singles’ Day is no longer exclusive to China. Alibaba, through its Taobao platform, has extended promotions to 20 countries, including Southeast Asian markets such as Thailand, Vietnam, and the Philippines.
This strategy aims to offset weakening domestic spending as well as the impact of U.S. policy changes that removed tax-free de minimis treatment for small parcels, a rule that previously benefited retailers like Shein and Temu.
This cross-border expansion marks a major step for Chinese e-commerce giants in capturing global markets, particularly in Southeast Asia, where online trade continues to grow rapidly.
