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Singles' Day awareness level among consumers in Europe 2019-2020

Singles' Day is a shopping festival celebrated in China since1993. Since then, the event has grown in popularity not just in China but around the Western world as well. Celebrated on November 11, Singles' Day is reported to have generated 30.8 billion US dollars on Alibaba in 2019.

In Europe, Singles' Day has still a long way to match the popularity it is enjoying in the Asian world, but consumers are certainly aware of the event, if with varying degrees. As seen in this statistic, in 2020 German consumers seemed to be the most aware among their European counterparts at 21.3 percent. According to the results of a survey conducted with respondents in Europe, Germany was followed by the Netherlands and the UK, where Singles' Day awareness was at 20.5 and 19.7 percent, respectively.

Awareness of Singles' Day among consumers in selected European countries in 2019 and 2020

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Release date

November 2020



Survey time period

2019 and 2020*

Number of respondents

4,032 shoppers*

Supplementary notes

* 2019 results were taken from a previous survey also conducted and published by the same source(s). The source does not provide the exact date of survey for this study. ** Sample size for each year differed. In 2019, sample consisted of 1,000 shoppers from each country with the exception of Belgium and Netherlands, where sample size was 500 shoppers each. In 2020, 1,032 consumers were surveyed from the UK. For the remaining six countries, there were 500 respondents each.
Singles' Day is held on November, 11.

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Statistics on "Singles' Day in China"

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