Singles’ Day, originally a celebration of singlehood, first emerged in China and is observed annually on 11 November. The date, 11/11, symbolises four “ones,” representing singles standing together. Launched by students at Nanjing University in 1993 as an alternative to Valentine’s Day, it has since evolved into the world’s largest e-commerce event.
On Singles’ Day, individuals often treat themselves with self-gifting, focusing on personal purchases rather than buying for others. This day has become a major force in e-commerce, with economic impact exceeding the annual GDP of nations such as Croatia, Slovenia, and Costa Rica. Alibaba, the Chinese e-commerce giant, is largely credited with transforming and popularising Singles’ Day as a global retail phenomenon.
In 2025, Singles’ Day falls on Tuesday, 11 November, continuing its role as a significant driver of e-commerce and a unique occasion for self-indulgence in the shopping calendar.
In Europe, Singles’ Day remains more of a niche event compared to Black Friday or Cyber Monday – but that also means opportunity. In countries such as Germany, Poland, and the UK, consumer awareness of Singles’ Day continues to rise. According to a 2023 Statista survey, 41% of Germans and 56% of Poles reported being at least somewhat familiar with Singles’ Day. It’s fair to assume that this figure has increased since then.
For a European e-commerce retailer, Singles’ Day offers an opportunity to:
The key is that you can’t simply copy Chinese strategies. You need local relevance, operational readiness, and realistic expectations.
Singles’ Day is no longer just an “Asian shopping holiday”. It’s becoming a global e-commerce event and a valuable testing ground before Black Friday and Christmas. For merchants in Europe, it presents the perfect opportunity to capture early Q4 demand and experiment with creative campaigns.
Here’s how to get your online shop ready.
Don’t wait until November to tell your customers about Singles’ Day. Build excitement weeks in advance with teaser campaigns, “save the date” emails, and short countdown videos.
Example: Launch an “11 days of deals” campaign from 1 November, revealing a new product or discount each day leading up to the big day. It builds anticipation and keeps customers returning to your store.
Even small technical issues can harm conversions when traffic spikes. Check your loading speed, fix broken links, and test the checkout process on both desktop and mobile.
Idea: Run a small flash sale in advance to simulate high traffic. This helps identify any bottlenecks before the real rush begins.
Review your past Singles’ Day or Black Friday results to see which SKUs sell fastest. Order stock early, as supply chains tighten in Q4.
Example: If you sell beauty products and know a particular skincare set always sells out, bundle it with a complementary item to increase average order value while keeping stock turnover under control.
Discounts are expected, but creativity captures attention. As you test discounts, bundles, and offers, remember that clarity always beats confusion. Shoppers shouldn’t have to decipher your promotion. Keep it simple and irresistible.
Ideas: Offer tiered discounts (for example, 10% off orders above €50, 20% above €100), create exclusive bundles such as “Singles’ Day self-care kits” or “11.11 limited editions”, or provide free shipping or returns for 24 hours to reduce hesitation. If your logistics setup is reliable and quick, offer same-day or 48-hour delivery for extra appeal.
Singles’ Day is a storytelling opportunity. Show your brand’s personality across social channels.
Example: If suitable for your product, host a live shopping event or collaborate with a micro-influencer who can showcase your bestsellers in real time. Surveys show that over 70% of shoppers are more likely to buy after an influencer recommendation.
More sales = more questions.
Prepare your team in advance and automate where practical.
Idea: Set up pre-written chat replies for FAQs such as “Where’s my order?” or “Can I change my address?” and connect your chat tool directly to your fulfilment tracking system. This helps you maintain short response times even during peak periods.
The trend is clear. Like other major shopping events, Singles’ Day promotions are being stretched out. If possible, offer discounts or special bundles both before and after 11 November.
Example: Run a “Singles Weekend” campaign or a 48-hour “Missed Out?” sale for those who didn’t purchase on the day. This helps distribute logistics and fulfilment workloads while still boosting conversions.
Monitor your sales performance in real time and adjust your strategy where needed. After Singles’ Day, review which products sold best, which marketing channels worked most effectively, and how you can improve for next year and the peak season ahead.
Example: If you see that one Meta ad set drives traffic but few conversions, pause it and shift your budget to better-performing campaigns. After the event, analyse your conversion rates, top-selling SKUs, and strongest regions to refine your 2025 approach.
Up to 80% of Singles’ Day purchases in Asia take place on smartphones, and mobile shopping is quickly catching up in Europe.
Check the following:
Singles’ Day shouldn’t just drive short-term revenue; it’s an opportunity to build long-term relationships.
Ideas:
A smooth post-purchase experience – fast delivery, clear tracking, and easy returns – turns first-time shoppers into loyal customers.
Even the best Singles’ Day strategy can fall short if fulfillment can’t keep up. Fast, reliable delivery and transparent tracking are what turn excitement into satisfaction. By partnering with a scalable fulfillment solution like byrd, you can store inventory closer to your customers, ship faster across Europe, and handle peak-season volume without stress.
To capitalise on the influx of shoppers, it is crucial to ensure a seamless customer experience through mobile-friendly websites, efficient customer service, and timely order fulfilment. These elements will play a vital role in maximising the potential of this significant shopping day.
As every year, Singles’ Day 2024 is the 11th of November (11.11)
Singles’ Day was created by four Chinese Students from Nanjing University in 1993 to celebrate being single.
In terms of revenue, Singles' Day far exceeds Black Friday, generating more than twice the combined revenue of both Black Friday and Cyber Monday.
Singles' Day clearly surpasses Prime Day.
The main drivers of Singles’ Day have been Chinese E-Commerce companies led by Alibaba and JD.com. However, Singles’ Day is becoming increasingly popular in Western countries.