Is Singles’ Day highlighted in your e-commerce calendar? It should be – although it originated in China, it’s become the biggest online shopping event in the world. Here’s everything you need to know about Singles’ Day on November 11 – and how to cash in.
What is Singles’ Day, and where did the idea come from?
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, the West is beginning to catch on, too. A survey by Klarna1 found that 14% of US consumers intended to buy their 2022 holiday gifts on Singles’ Day – up from 10% two years prior.
All of which means there are plentiful opportunities for businesses worldwide to make some big sales – providing they ship internationally, of course.
How did Singles’ Day become big?
Singles' Day's transformation from a niche celebration to a global shopping extravaganza is a testament to the power of marketing and the allure of a good deal. But why did this particular event gain such traction among businesses and consumers alike?
One key factor is the strategic timing of Singles' Day, falling just before the traditional holiday shopping season. This allows businesses to capture early consumer spending and generate excitement for upcoming sales events.
Additionally, the focus on self-gifting and treating oneself resonates with a broad audience, tapping into a desire for personal indulgence and retail therapy.
The success stories of major retailers during Singles' Day have further fueled its popularity. Alibaba, the e-commerce giant that spearheaded Singles' Day's commercialization, started the trend with the world’s first 24-hour sale in 2009. The brand made $7.8 million1 in sales, that day, and by 2017, that same promotion had made over $25 billion2, overtaking Black Friday and Cyber Monday sales.
This has encouraged other businesses, both large and small, to jump on the Singles' Day bandwagon, offering enticing deals and promotions to attract eager shoppers.
Singles’ Day vs Black Friday: how do they compare in Ireland?
Black Friday, the day after Thanksgiving in the US, has become a global shopping phenomenon known for its deep discounts and doorbuster deals. While Black Friday still reigns supreme in Ireland, Singles' Day (11.11) presents a growing opportunity for businesses to tap into a different consumer base and extend the holiday shopping season.
While Black Friday sales still hold the crown as the larger shopping event in Ireland, Singles' Day offers a unique opportunity for businesses to reach a different segment of consumers and extend their sales momentum beyond the traditional holiday season.
Singles' Day often focuses on self-gifting and treating oneself, while Black Friday is more geared towards holiday shopping and gift-giving. By participating in both events, businesses can cater to a wider range of consumer needs and maximize their sales potential.
Businesses can capitalize on this trend by offering exclusive Singles' Day promotions, diversifying product offerings, and leveraging targeted marketing campaigns, attracting new customers to their brand.
China’s Singles’ Day: what you need to know
It’s the world’s biggest shopping day
Singles’ Day is bigger than Amazon Prime Day and Black Friday combined! Sales were estimated at $157 billion USD (1.1 trillion yuan) in 2022, whilst last year, around 615.8 million total packages of goods were sold during the shopping event.
It’s not just restricted to China
The shopping bonanza is gaining momentum across the world. One analysis tracked 290,000 brands from over 90 countries and regions participating in Tmall’s Singles’ Day sales in 2022(5). Of those, 70,000 were doing so for the first time. Will your business join them this year?
Tmall Global is your gateway to the Chinese market
As the largest e-commerce platform in China, you’ve probably heard of Alibaba6, a B2B business connecting wholesale exporters in China with countries around the world. The bit you should know about is Tmall Global7, 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 more than just one day
The warmup period to Singles’ Day begins in late October. Many of the leading e-commerce marketplaces run presales to boost revenue and to allow consumers to pay deposits to secure popular items before the big day.
There’s room for everyone
Singles’ Day isn’t just for the big retailers. In the first 28 hours of 2022’s sales, the transaction volumes of 50k small-to-medium-sized enterprises (SMEs) and 70k SME merchants increased 100%(8).
Chinese shoppers like to buy from overseas brands
According to a survey of Tmall Global shoppers9, the leading reasons they buy from cross-border brands are:
Livestreaming is BIG business
Though relatively new in the West, livestreaming has been hugely popular in China for years. Customers enjoy being able to learn about a product in-depth, whilst for businesses, this engagement leads to greater conversions.
The challenge for overseas brands is to find a video hosting platform with the relevant clearance in China. Instead, they could focus on ensuring their product listings feature plenty of high-res photos, video tutorials and how-to guides whilst being quick to respond to customer queries on social media.
Sustainability is entering the conversation
Consumers are embracing more considered consumption: over 33 million of them purchased eco-friendly products on Tmall and Taobao during the 2022 Singles’ Day sales10. Meanwhile, keyword searches for sustainable topics, including “energy-saving” and “low carbon”, surged on JD.com11.
7 strategies for Singles’ Day
- Do your research: To maximize sales, it's crucial to understand your target audience's preferences, shopping habits, and motivations. Conduct thorough market research, analyze customer data, and tailor your marketing campaigns to resonate with their needs and desires.
- 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: Clear communication is key to attracting and engaging customers. Ensure your website and marketing materials are accessible to your target audience by providing translations or offering multilingual support.
- Simplify payments: Offer a variety of secure and convenient payment options to cater to different customer preferences. This includes supporting multiple currencies and integrating popular payment gateways to streamline the checkout process.
- Use the number 11 as a hook: Offering an 11% discount on sale items, for example, will show your brand is joining in the fun!
- Offer fast shipping: Customers value fast and reliable shipping. Partner with a trusted logistics provider like DHL Express to offer expedited shipping options and ensure timely delivery of orders. Clearly communicate your shipping options and delivery times to build trust and encourage purchases.
- 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.
Prepare to boost your sales this Singles’ Day
By understanding the nuances of this unique event, optimizing your e-commerce strategies, and offering enticing promotions, you can capitalize on the Singles' Day frenzy and drive revenue growth.
DHL Express can play a pivotal role in your Singles' Day success by providing efficient and reliable international shipping solutions. Whether you're fulfilling orders within your region or shipping across continents, our extensive global network and expertise in customs clearance ensure that your products reach your customers quickly and seamlessly.
Ready to seize the Singles' Day opportunity? Sign up for a DHL Express business account today and unlock a world of shipping solutions to optimize your e-commerce operations and deliver exceptional customer experiences.
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1 – Statista, February 2024
2 – Forbes, November 2022
4 – Statista, March 2024
3, 5, 8, 10 – Queue.it, September 2023
6 - Alibaba
7 - Tmall Global
9 – Digital Commerce, June 2022
