Singles' Day is a unique celebration of singlehood, first celebrated in China. It falls on November 11, chosen for its date of 11/11, which symbolizes four "ones" or singles standing together. Originally conceived in 1993 by students at Nanjing University as an alternative to Valentine’s Day, it has evolved into the world’s largest e-commerce shopping event.
On this day, single individuals often indulge in self-gifting rather than buying presents for others, treating themselves to special purchases. Singles' Day has become a major driver of e-commerce sales during the peak shopping season, with its economic impact surpassing the annual GDP of countries like Croatia, Slovenia, and Costa Rica. The rise of this event can be largely attributed to Alibaba, the Chinese e-commerce giant that revolutionized and popularized the celebration
This 2025, Singles' Day will be celebrated on Tuesday, November 11, continuing its legacy as a key occasion for both self-indulgence and significant economic activity in the e-commerce landscape.
In Europe, Singles’ Day remains more niche than Black Friday or Cyber Monday, but that also means opportunity. In countries like Germany, Poland or the UK, consumer awareness of Singles’ Day continues to grow. According to a Statista survey from 2023, 41% of Germans and 56% of Poles reported at least some familiarity with Singles’ Day. It's fair to assume that this number has increased since then.
For a European e-commerce merchant, Singles’ Day offers a chance to:
Did you know that in 2009, Alibaba's first Singles' Day sales event included only 27 brands? Despite its modest size at the time, it generated a gross merchandise volume (GMV) of USD 7.8 million (50 million yuan). Since then, Singles' Day has grown exponentially, becoming the largest shopping event in the world. Here, we share more insights about this remarkable day and its evolution over the years:
Singles’ Day is no longer just an “Asian shopping holiday.” It’s becoming a global e-commerce moment, and a great testing ground before Black Friday and Christmas. For merchants in Europe, it’s a perfect opportunity to capture early Q4 demand and experiment with creative campaigns.
Here’s how to get your store ready.
Don’t wait until November to tell your customers about Singles’ Day. Create a buzz weeks ahead with teaser campaigns, “save the date” emails, and short countdown videos.
Example: Launch an “11 days of deals” campaign starting on November 1, where you reveal a new product or discount each day leading up to the big day. It builds anticipation and keeps customers coming back to your store.
Even small technical issues can kill conversions when traffic spikes. Check your loading speed, fix any broken links, and test checkout on both desktop and mobile.
Idea: Simulate a traffic surge by running a small flash sale beforehand. This helps uncover bottlenecks before the real rush.
Look at your past Singles’ Day or Black Friday performance to identify which SKUs sell fastest. Order early, as supply chains get tight in Q4.
Example: If you sell beauty products and know that a particular skincare set always sells out, bundle it with a complementary item to increase average order value while controlling stock turnover.
Discounts are expected, but creativity gets noticed. While you test discounts, bundles, and other offers, always remember: clarity beats chaos. Shoppers shouldn’t have to “decode” your offer. Make it simple and irresistible.
Ideas: Offer tiered discounts (e.g., 10% off orders above €50, 20% above €100), create exclusive bundles like “Singles’ Day self-care kits” or “11.11 limited editions.”, or offer free shipping or returns for 24 hours to reduce hesitation. If you have a robust and fast logistics setup, offer same-day or 48-hour delivery to add extra appeal.
Singles’ Day is a storytelling opportunity. Show your brand personality on social media.
Example: If your product fits this strategy, consider running a live shopping event or partnering with a micro-influencer who showcases your bestsellers in real time. According to surveys, over 70% of shoppers say they’re more likely to buy after an influencer recommendation.
More sales = more questions.
Prepare your team in advance and use automation where it makes sense.
Idea: Set up pre-written chat responses for FAQs like “Where’s my order?” or “Can I change my address?” and connect your chat tool directly to your fulfillment tracking system. This helps you keep response times short, even on busy days.
The trend is clear. Like with other shopping events, brands also extend their promotions for Singles’ Day. If you can, provide discounts or special bundles before and after November 11.
Example: Offer a “Singles Weekend” campaign or a 48-hour “Missed Out?” sale for those who didn’t purchase on the day. It spreads the load across logistics and fulfillment while still driving conversions.
Monitor your sales data in real time and adjust strategies if necessary. After Singles’ Day, analyze which products sold well, which marketing strategies were most effective, and how you can improve for next year (and the peak season ahead)
Example: If you notice that one ad set on Meta drives lots of traffic but few conversions, pause it and reallocate your budget to the better-performing one. After the event, analyze your conversion rates, top-selling SKUs, and regions to fine-tune your 2025 strategy.
Up to 80% of Singles’ Day purchases in Asia happen via smartphone, and mobile is catching up fast in Europe.
Singles’ Day shouldn’t just boost short-term revenue; it’s a chance to build relationships.
Ideas:
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.
As every year, Singles’ Day 2025 is on 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 significantly outpaces Black Friday, generating more than twice the combined revenue of Black Friday and Cyber Monday
Singles’ Day undeniably 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.