Singles’ Day, also known as Double 11 (双十一, shuāng shíyī),
is a Chinese festival celebrated on November 11th each year. The date, 11/11, was chosen because the numeral “1” resembles a bare stick, which is Chinese slang for an unmarried person. The ones all standing next to each other look like four single people! This festival, originally called Bachelors’ Day, was created in the 1990s by university students as a kind of “anti-Valentine’s Day” to celebrate singlehood.
Shopping Spree
Over the years, Singles’ Day has evolved from a celebration of single life into the world’s largest shopping event. The transformation began in 2009 when Alibaba, a major Chinese e-commerce company, saw an opportunity to boost sales and promote online shopping. They capitalised on the unofficial holiday and turned Singles’ Day into a 24-hour shopping extravaganza, offering significant discounts and promotions.
Started in 2009, it has become the biggest shopping festival in the world, similar to, but grossing several times more than, Black Friday in the USA and the Boxing Day and January sales in the UK. The success of Alibaba’s initiative was immediate and overwhelming. In its first year, the event generated sales of around $7.8 million. By 2013, sales had skyrocketed to $5.8 billion, and the numbers have continued to grow exponentially each year. In 2021, Alibaba and JD.com, another major e-commerce platform, reported combined sales of $139 billion.
From Single to Married
Singles’ Day is not just about shopping; it has become a cultural phenomenon. The day, also known as Bachelor’s Day, is marked by various activities and events aimed at celebrating single life. Blind date parties, social gatherings, and even matchmaking events are common. Ironically, despite its origins as a celebration of singlehood, Singles’ Day has also become a popular date for weddings. In 2011, for example, more than 4,000 couples got married in Beijing on November 11th, far exceeding the daily average.
Just like Black Friday, the shopping aspect of Singles’ Day is characterized by massive discounts and promotions across a wide range of products. E-commerce giants like Alibaba and JD.com prepare for months in advance, coordinating with thousands of brands and retailers to offer the best deals. The event has created growth in the field of e-commerce online live-streaming by influencers and celebrities. These people promote products in real time and do their best to generate an air of excitement and urgency. All in the name of generating yet more sales.
Despite not being an official holiday in China, the event continues to grow and find different ways to evolve. One of the unique features of Singles’ Day is the “Double 11 Night Gala,” a live entertainment show held on the eve of the shopping event. This gala features performances by international celebrities and Chinese stars, and it serves as a countdown to the start of the shopping frenzy. The gala is broadcasted on television and online platforms, attracting millions of viewers.
As an example of mass consumerism Singles’ Day has also had a significant impact on logistics and delivery services in China. The sheer volume of orders placed during the event requires efficient and rapid delivery systems. Companies invest heavily in technology and infrastructure to ensure that packages are delivered promptly. Just imagine the incredible number of delivery trucks, and more, involved in satisfying the demand of all the buyers! And everyone wants prompt delivery!
While Singles’ Day originated in China, its influence has spread globally. Many international brands and retailers now participate in the event, offering discounts to attract Chinese consumers and those in other countries. The influence is clear for all to see having also inspired similar shopping events in other parts of the world, such as Black Friday and Cyber Monday in the United States.
The Evolution of a gimmick
Standing alone as a single person, each individual becomes one of the masses, joined in materialistic consumerism. Definitely not the romantic day, so in essence, the day created over 30 years ago, truly encapsulates the “Anti-Valentines Day” protest. Although, it can be noted that they both share a manufactured obligation to spend money! However, one day you buy gifts for your loved one, the other, you spend your money treating yourself! Perhaps buying herbal remedies from Phoenix Medical would aid you better than yet more technology! China has more to offer than technology – Traditional Chinese Medicine, harnessing centuries of wisdom to blend nature with science and help physical and mental wellbeing.
I wonder how those first university students find themselves these days: Single, married or divorced? I imagine they have lots of nice belongings! Unless, they reflected on how their “Anti-Valentine’s Day” gimmick became a consumeristic circus and stepped back into a nice quiet married life in the countryside. Observing how Singles’ Day has grown from a modest celebration of single life into a global shopping phenomenon, it highlights the power of e-commerce and the changing consumer landscape, while also serving as a reminder of the cultural significance of singlehood in contemporary society.
Regardless of your status, the day 11/11 can be enjoyed and celebrated in whichever way you like. Just as marriage is a choice, so too, is how you spend your hard-earned money!
FAQs
1.What is the meaning of Singles day 11:11?
The date, 11 November (11/11), was chosen because the numeral 1 resembles a bare stick, Chinese Internet slang for an unmarried man. The four “1”s also refer to the demographic group of single people.
2. Why is 11:11 a sales day?
11.11 was selected thanks to the symbolic nature of the number one where shoppers were encouraged to celebrate and be proud of their single relationship status while treating themselves to a special purchase. Alibaba spotted an opportunity to leverage this event turning Singles’ Day into a national shopping holiday.
3. How do you celebrate Singles Day?
Singles Day is a day to celebrate being single and to focus on self-love and self-care. Here are some ways to celebrate Singles’ Day:
- Treat yourself: Indulge in a spa day, a favourite meal, or a bubble bath.
- Have a solo date: Go out to dinner at your favourite restaurant or prepare a gourmet meal at home.
- Spend time with friends: Organise a movie night or get-together.
- Practice self-love: Reflect on your accomplishments and personal growth, or set new goals.
- Volunteer: Spread positivity in your community by volunteering or doing an act of kindness.
- Enjoy solo activities: Do something you love, like reading, pursuing a hobby, or exploring a new interest.