You may wonder what the hype is about if you are not from a culture celebrating Singles Day. Singles Day is a Chinese holiday that has become the biggest shopping day of the year. It’s the world’s leading online shopping day, beating Black Friday and Cyber Monday.
So, what is it about, and where did it originate? We’ll see how companies can use Singles Day, a huge shopping holiday, by looking at its history and meaning.
The History of Singles Day
Singles Day is a major Chinese shopping holiday that falls on November 11th. College students in the 1990s established “bachelor’s day” to celebrate their singleness.
This holiday celebrates independence for single people. University students started it in the 1990s, and it has since become a national holiday in China. On Singles Day, people celebrate by buying themselves gifts and treats. It’s become a big day for online and offline retailers as people splurge on themselves.
In recent years, Singles Day has become an international phenomenon. Alibaba’s sales on the world’s largest online shopping day totalled $30 billion in 24 hours.
This holiday has become the world’s biggest shopping day, with sales higher than Black Friday. Alibaba recorded USD 84.5 billion in sales on Singles Day in 2021, and the holiday is only growing in popularity.
What is Singles Day?
What’s behind this massive spending spree? Singles Day is a chance to indulge in self-gifting for many young Chinese adults. It has also become a celebration of singleness, with friends gathering for parties and other events.
There’s no doubt that Singles Day is a force to reckon with, whatever the reasons. It will only get bigger and better in the coming years, as more and more global retailers are taking action.
What Do People Buy on Singles Day?
What do people buy on Singles Day? The answer is anything and everything. You can find great deals on clothes, cosmetics, electronics, and even cars. And because Singles Day is such a big event, retailers offer incredible discounts.
Singles Day is a big deal because it’s when Chinese consumers can spend money on the things they want and need. The holiday has become a day when people can display their spending power.
How Can You Take Advantage of the Day?
There’s no reason a North American business shouldn’t take advantage of Singles Day. After all, it’s now the biggest shopping day of the year, surpassing Black Friday and Cyber Monday in the West.
So, how can you take advantage of Singles Day? Here are a few ideas:
- Offer Discounts and Promotions
It’s obvious, but it’s worth repeating. On Singles Day, people are looking for deals and discounts. If you can offer something appealing, you will attract customers.
- Create Exceptional Singles Day-Themed Products or Packaging
If you want to stand out, try creating something special for Singles Day. This product could be a limited edition or festive and attractive.
- Use Social Media to Reach Chinese Consumers
Social media is a great way to reach Chinese consumers, especially on Singles Day. Platforms like Weibo and WeChat are trendy in China, so use them to promote your business.
- Partner With a Chinese E-Commerce Platform
Partnering with a Chinese e-commerce platform is a good idea to reach the Chinese market. Tmall Global, Alibaba’s specifically designed platform for foreign companies, is a good option.
By taking advantage of Singles Day, you can reach many Chinese consumers and boost your sales. So take advantage of this opportunity!
The Best Chinese Platforms to Market On:
- Baidu
Baidu, China’s Google, handles 70% to 80% of all online searches in China. As a marketer, you need to create a qualified website in Mandarin with keyword searches. The website must be translated into Chinese and hosted in either China or Hong Kong. You can use Baidu SEO articles to market your products on your website.
WeChat is China’s top marketing platform with over a billion active users. 78% of people between 16 and 64 use the site, which has more than 1.5 million active brands. An official WeChat account lets your company connect and advertise with potential customers.
Weibo is like Twitter. It is an open platform where you can see posts from everyone without connecting. The word Weibo means microblog. The likelihood of building visibility and brand awareness on Weibo is high. Its key features include sending messages,
Was Singles Day Affected by COVID Restrictions in 2020?
The COVID-19 pandemic has greatly affected the global economy. But how did it affect China’s most prominent shopping holiday, Singles Day?
In China, the holiday is usually a time for big parties and gatherings, but in 2020, things were different. The Chinese government restricted travel and conferences to contain the virus. It had a significant impact on Singles Day sales. Alibaba, the Chinese e-commerce giant, saw sales drop by more than 20% compared to 2019.
Other retailers were also affected. Many brands had to adjust their strategies on Singles Day. Some went online, while others offered discounts and promotions.
What does that mean for companies marketing to Chinese demographics in North America? Despite the pandemic, the Chinese market is still a significant force. Singles Day is proof of that. If you’re looking to tap into this market, now is the time. There has never been a better time to start marketing to the Chinese market. Singles Day sales show that demand is still present, so it is time to plan your marketing strategy.
Singles Day in the West
In 2013, companies such as Dealmoon offered promotions to customers on Singles Day. Dealmoon had USD 2M in sales in 2016, thanks to its Singles Day promotions. Singles Day is more focused on discounts and promotions. They usually launch new products with a limited-edition collection. Cartier, Balenciaga, and Chloé ran their Singles Day marketing campaigns because of this. LuisaViaRoma has also used Singles Day to promote items in its collections. Singles Day began in China, but is now marketed internationally. Western companies have used it to target demographics in China and other countries.
Western companies aim to increase sales by participating on Singles Day.
Conclusion
Singles Day is China’s biggest shopping holiday. It falls on November 11th, a day when millions of Chinese buy everything they need. The holiday originated for young single people to celebrate their singledom. Still, it’s now become a nationwide shopping phenomenon. If you want to take advantage of China’s biggest shopping holiday, now is the time to start planning.
At Periphery Digital, we specialize in helping western businesses reach the Chinese demographic. Contact us today to market your real estate project to Chinese buyers in America. We’d be happy to help.
