Singles’ Day, or Double 11 Day
Singles’ Day is an unofficial holiday dedicated to single people in China. Singles’ Day, also known as Double 11 Day, takes place on November 11 of each year, or 11/11. It has become a massive day for online shopping, and the holiday sees more products sold than on Black Friday and Cyber Monday combined. Since its inception in the 1990s, it has spread beyond China to Canada and other countries with significant Chinese communities.
Why do people celebrate Singles’ Day in China?
In 1993, tired of missing out on all the presents and pampering surrounding Valentine’s Day, students at Nanjing University in China decided that November 11 would be a day to celebrate those not in relationships.
It was initially called Bachelors’ Day because the number 11 resembles sticks, and the term “bare stick” is Chinese slang for a single man. As the holiday spread around the university campus, the name was changed to reflect the holiday’s appeal for everyone, not simply bachelors.
In 2009, the Alibaba Group’s e-commerce website Tmall began providing substantial discounts for the holiday, making Singles’ Day synonymous with shopping. Every year, the Alibaba Group hosts and livestreams its Singles’ Day event, featuring celebrities such as Taylor Swift, which has only helped to cement Alibaba as a leader in Singles’ Day sales.
The Largest Online Shopping Day
Thanks to the influence of Alibaba and similar e-commerce sites, Singles’ Day has become the largest online shopping day worldwide. Recent years have seen pre-Singles’ Day sales begin as early as October 1. Alibaba remains the most popular company for Chinese consumers during the holiday.
In 2022, Singles’ Day amassed over USD 80 billion in gross merchandise value. That’s six times more than Amazon Prime Day and almost ten times more than Black Friday e-commerce shopping in the United States.
What is Singles’ Day in Canada?
Since its beginnings in China in the 1990s, the holiday has spread to Southeast Asia, Germany, France, the United Kingdom, the Netherlands, Australia, and North America.
Based on Statistics Canada’s 2021 Census, nearly 2 million Chinese people are living in Canada. This large population of Chinese Canadians reflects a market for introducing Singles’ Day in Canada. The day remains less popular than Black Friday and Cyber Monday in Canada, but companies like Elizabeth Arden and Yves Saint Laurent have begun to offer online discounts to entice customers and get in on the Double 11-Day action.
With Chinese Canadians making up about 11% of the population of British Columbia, businesses in the province are adjusting their marketing campaigns to relate to Chinese culture. For example, Mission Hill Winery in British Columbia has already begun its Double 11 campaign, with two promotions taking advantage of the “double” nature of 11/11:
- Spend $888 or above and receive a pair of crystal wine glasses with Mission Hill’s logo.
- The first 10 customers who spend $888 or above will also receive an extra $88.88 voucher.
Other widely celebrated Chinese holidays include Chinese New Year, also known as the Spring Festival, and Moon Festival.
Singles’ Day Tips for Canadian Businesses
Here are our tips on how best to reach Chinese customers on the holiday:
- Begin your discounts and events before November 11. By implementing and advertising your shopping discounts and events before the holiday, you will give consumers the necessary time to splurge on your products.
- Offer online content, such as livestreams with influencers and Key Opinion Leaders (KOLs). In 2019, when Taylor Swift performed at the Alibaba Group’s Singles’ Day event, engagement skyrocketed. While you may not be able to secure Taylor Swift for your campaigns, secure social media influencers and KOLs who will attract large audiences.
- Devise unique marketing campaigns centred around the holiday and celebrating oneself. Being a counterpart to Valentine’s Day, Singles’ Day should have unique marketing campaigns centred around self-love and singlehood.
- Ensure your content is accessible. Customers are more likely to buy from sites that offer content in their native language. If you are hoping to reach new Chinese customers, ensure that your site provides Chinese Mandarin translations.
Whether you need assistance honing your localization strategy for Singles’ Day or creating the perfect translations for your Double 11-Day content, LAT Multilingual is here to help! Reach out to us today to tap into the Singles’ Day hype.
