Singles' Day: Definition, History, Statistics, and What Happens

What Is Singles' Day?

Singles' Day is a holiday celebrated annually in China, The event is celebrated each year on Nov. 11. Unattached individuals mark the occasion by spoiling and treating themselves to gifts and presents. This has led to Singles' Day becoming one of the world's largest online shopping days. Although the celebration has its origins in China, it is growing in popularity in other countries. Knowledge of Singles' Day, though, remains lower than Black Friday and Cyber Monday among global shoppers—especially those in the United States.

Understanding Singles' Day

Singles' Day is a day to celebrate being single. It is primarily observed in China, where it first began. The occasion falls on Nov. 11 because the date 11/11 represents four ones, or four singles, standing together.

As noted above, single people often buy gifts as a treat for themselves on this day rather than for others. The celebration is also ironic because it serves as an occasion for individuals to meet other singles through parties and specially organized social gatherings. It's a popular date for weddings as well. On this date each year, Chinese media outlets discuss and cover love-related issues and relationship topics.

Singles' Day has since caught on in other countries. It is now celebrated throughout Southeast Asia and in some European countries, including Germany and Belgium. There are several other related days celebrated in different parts of the world, including Singles Awareness Day (Feb. 15) and National Singles Day (March 11). Although not nearly as common in North America, some consumers say they do know about Singles' Day and what it means.

History of Singles' Day

Singles' Day was originally called Bachelor's Day. It was first celebrated by male students at a Chinese university as a sort of anti-Valentine's Day and has since expanded to become a retail extravaganza.

The celebration was reportedly established around 1993 by four single male students at Nanjing University. The group, who were in the Mingcaowuzhu dorm, discussed how they could break away from the monotony of having no significant other. They agreed that Nov. 11 would be a day of events and celebrations in honor of being single.

These activities spread through the university and eventually to other universities, appealing to both men and women, which is why the name was changed to Singles' Day.

Retailers and Singles' Day

Although not an officially recognized public holiday in China, Singles' Day has become the largest online shopping day in the world. The holiday became a major commercial event in China during the first decade of the 21^st century when Chinese e-commerce giant Alibaba offered deeply discounted merchandise on its platform for 24 hours, starting at midnight on Nov. 11, 2009.

Singles' Day is now synonymous with spending, similar to Black Friday and Cyber Monday in the U.S. Alibaba registered $84.5 billion worth of sales across its online platforms on Singles’ Day in 2021, representing a $10 million increase from 2020 and more than doubling the $38.4 billion in revenues generated in 2019. The platform's Tmall or Taobao sites remain the top choice for consumers looking to cash in on Singles' Day deals, including the 2022 and 2023 seasons.

Alibaba said that gross merchandise volume (GMV) showed positive growth on a year-over-year (YOY) basis in 2023 from the previous year. This growth also increased in order numbers and participating merchants. Some of the most popular items include luxury and beauty brand-name goods, with jewelry, sportswear, and intimate wear growing in popularity among shoppers.

Singles’ Day Around the World

Singles' Day may have its roots in China, but awareness of the event is spreading to other countries. Statistics show about 25% of people surveyed by Boston Consulting Group said they were aware of Singles' Day and what it means. For instance:

• As many as 40% of consumers in European markets like Germany, Poland, and Switzerland had knowledge of Singles' Day.
• More than 10% of Americans knew at least a little about Singles' Day while more than 11% in Canada said the same.

Of all the consumers who said they expected to take advantage of discounted merchandise as of November 2023, 44% said they planned to make purchases on Singles' Day. That's an increase from the 33% who opened their wallets on that day in 2022.

Although it still has to make inroads on a global level, Singles' Day has caught the attention of retailers. Some of the major names that offer discounts on this day include Amazon, Dyson, Nordstrom, Saks, and Walmart.

The Bottom Line

Singles' Day, a holiday that originated in China as a celebration for unmarried people, has become the world's largest online shopping event, generating an estimated $128 billion in spending in 2022. Alibaba turned the holiday into a major commercial event starting in 2009, offering steep discounts on merchandise.

While Western retailers have started to offer Singles' Day discounts, the shopping event has yet to take hold in the U.S. in a big way, though Singles' Day spending vastly eclipses U.S. spending on Black Friday and Cyber Monday combined.