What is Singles' day? 11.11 shopping festival explained + business tips

What is Singles’ Day?

Move over Valentine’s Day, the singles want some fun, too! Singles’ Day on 11 November (11/11 – all the singles!) originated in China, conceived by a group of college bachelors who wanted a dedicated holiday to celebrate their singledom. Then in 2009, spotting an opportunity, China’s leading e-commerce marketplace Alibaba began marketing Singles’ Day as a special sales event. Since then, it's become an annual shopping bonanza where it’s not unusual for sales to reach ten times that of an average shopping day in China.

Meanwhile, interest is growing in the West, too. More consumers across Europe and North America are beginning to recognize Singles’ Day as a key date in the shopping calendar – especially as global e-commerce platforms continue to promote it with eye-catching discounts.

All of which means, there are plentiful opportunities for businesses all around the world to make some big sales – providing they ship internationally, of course.

China’s Singles’ Day: what you need to know

As the largest e-commerce platform in China, you’ve probably heard of Alibaba³, a B2B business connecting wholesale exporters in China with countries around the world. The bit you should know about is Tmall Global⁴, Alibaba’s dedicated B2C platform specifically set up for foreign businesses. It allows cross-border sellers to build virtual storefronts and ship products to Chinese customers without the need for a physical entity in the country or a Chinese business license. You can also accept payments in your local currency.

It’s not just a one-day event

The build-up to singles’ day starts in late october, when major e-commerce platforms launch presales to drive early demand. shoppers can place deposits to reserve high-demand products in advance, ensuring they don’t miss out when the big day arrives.

Chinese shoppers are drawn to international brands

Quality plays a key role in purchasing decisions, with chinese consumers seeking products that stand out for their craftsmanship, authenticity, and reliability. make sure your marketing emphasizes these strengths to better connect with this audience and build trust.

While still emerging in the west, livestreaming has been a major force in china’s e-commerce landscape for years. shoppers value the opportunity to explore products in detail, and for businesses, this level of engagement often translates into higher conversion rates.

For overseas brands, the challenge lies in finding video platforms that comply with china’s regulations. instead, they should prioritize enriching their product listings with high-resolution images, video tutorials, and clear how-to guides to deliver a strong customer experience.

Three-quarters of Chinese consumers have embraced sustainable consumption⁵, so highlighting your brand’s eco-friendly practices can help you stand out this Singles’ Day. It’s a win-win for the planet and your business.

How to sell to China this Singles’ Day

• Do your research

To appeal to Chinese consumers, you need to know their buying behaviors and preferences. Luckily, we’ve done the research for you: dive into our dedicated China country guide for all the local insights you’ll need.

• Optimize your e-commerce website for mobile
  

Mobile commerce dominates Singles’ Day, so ensure your customers have an easy, fast and intuitive experience – otherwise they’ll abandon their carts.

• Translate your content

Ensure your website copy and marketing messaging is converted into the local language for foreign browsers.

• Offer payment in Yuan
  

Provide payment options and gateways where transactions can be done in the Chinese currency.

• Use the number 11 as a hook
  

Offering a 11% discount on sale items, for example, will show your brand is joining in the fun!

• Offer fast shipping
  

Chinese consumers may be deterred from buying from overseas brands as they think their orders will be delayed. By partnering with DHL, you can offer customers Express international delivery. Just be sure to highlight it on your homepage to incentivize shoppers.

• Monitor your inventory closely
  

An inventory management system can help you track your stock levels in real time. If something sells out, you need to be ready to quickly pivot to promote another item instead. 

Ship to Singles' Day customers across the world effortlessly with a DHL Express Business Account.