The world’s largest shopping celebration is making its way to the U.S., and it’s not Black Friday, Cyber Monday, or even Amazon Prime Day. It’s Singles Day, a massive event that captivates China every year.
AliExpress, the global retail platform from Alibaba, is preparing for Singles Day on November 11, offering substantial discounts on a multitude of products for American shoppers as it aims to expand this shopping event worldwide.
During the 17th annual ‘Alibaba Global Shopping Festival,’ AliExpress plans to roll out numerous deals tailored for U.S. customers from Monday, November 11 through Monday, November 18.
The event kicks off early on November 8, with a three-day prelude offering U.S. shoppers exclusive promotions. Highlights include the $1 Challenge, which lets buyers snag select items for just a dollar, and Unreal Deals that provide daily prizes like video games, cameras, and laptops. Meanwhile, The Mega Deal, in collaboration with global payment network Klarna, offers chances to win a $10,000 flight credit or a $3,000 shopping credit on AliExpress. Additionally, AliExpress is launching a TikTok dance contest, giving participants a chance to win $100 in shopping credits daily, led by professional dancer Taylor Terry alongside notable creators.
Originating at Nanjing University in China in 1993 as ‘Bachelor’s Day’ to celebrate singlehood, Singles Day serves as a counterpoint to Valentine’s Day. It has evolved into an online shopping extravaganza that peaks on November 11. Singles indulge in self-gifting and social festivities. Known also as ‘Double 11’ since 2009, when Alibaba popularized it, the event boasts sales surpassing $150 billion annually, far exceeding U.S. spending during Cyber Week, which spans Black Friday to Cyber Monday. Although Singles Day continues to break sales records, its growth has slowed as its novelty diminishes and other Chinese shopping festivals, like the midyear ‘618’ sales, gain traction.
Chinese consumers have recently shifted spending towards essentials, including health supplements, vitamins, and pet-care items, as well as lifestyle products like athleisure and sports gear.
As U.S. retailers have historically capitalized on this festival by selling via Asian platforms, Singles Day is now being embraced in America. According to a new U.S. Consumer Insights Report by AliExpress and Censuswide, nearly 79% of surveyed American consumers value discounts and promotions during holiday shopping.
Over half (55%) expressed interest in a major shopping event earlier than Black Friday or Cyber Monday, with 27% noting it could help spread their expenses over a longer period.
Chris Carl, Head of Marketing at AliExpress U.S., highlighted in the report that many consumers limit self-treating due to budget constraints. Thus, early holiday promotions like Singles Day are increasingly significant. “We aim for Singles Day to be a time when everyone can indulge knowing they’re getting great deals. Beyond that, our goal is to make online shopping a fun and engaging experience,” he added.
This introduction to U.S. shoppers coincides with the November 5 Presidential Election, and after such a long political season, Americans might indeed welcome a reason to treat themselves.
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