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Singles' Day in China - statistics & facts

The Singles’ Day sales have been China’s largest online shopping event since its launch in 2009. In 2019, around 660 million online shoppers participated in this mega shopping carnival, roughly double the United States’ population. Chinese e-marketers recorded a gross merchandise value of 600 billion yuan in 24 hours, almost equal to eBay’s annual GMV. The shopping festival is spectacular, and the icing on the cake is Tmall’s All-Star Gala on November 10, the night before the event starts. From home and abroad, celebrities were invited to this satellite show, including Taylor Swift, David Beckham, and Mariah Carey. The four-and-half hour countdown show opened the curtain for a 24-hour non-stop shopping event.

Singles’ Day in China started in the 1990s as an unofficial celebration among young singles on November 11, or 11.11. The number “1” resembles a “bare stick,” a slang term for bachelors in China. In 2009, China’s e-commerce company Alibaba Group launched its first Singles’ Day sale, which saw unprecedented success. Nowadays, Alibaba’s Singles’ Day trade value has grown almost 400-fold in the past ten years, with over one billion orders placed on that day on its e-commerce platforms. In 2019, Singles’ Day sales were no longer a solo act of Alibaba. Now, most of China’s major online retailers participate in this phenomenal autumn shopping event. In that year, Alibaba’s main competitor JD.com and Pinduoduo, recorded 223 million and 97 million active users on Singles’ Day.
Year on year, Singles’ Day sales attract an increasing number of online shoppers worldwide, especially in Southeast Asia. Nearly one-third of Indonesian online shoppers purchased items on Singles’ Day, according to a survey in 2018. In Singapore, more than 80 percent of the online shoppers showed interest in participating in the Singles’ Day sales. In Europe, consumers spent billions of British Pounds on Singles’ Day as well.

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Singles' Day in China

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