Singles’ Day (11.11): History of the World’s Biggest Shopping Festival

What started as a joke among university students has become the biggest shopping event on the planet. Singles’ Day — also called Double 11 (双十一) — falls on November 11 (11.11), a date chosen because the four “1”s look like four single people standing alone.

Singles’ Day facts
Date	November 11 (11.11)
Chinese names	光棍节 (Guānggùn Jié, “Bare Sticks Festival”); 双十一 (Shuāng Shíyī, “Double 11”)
Origin	Nanjing University students, 1990s
Turned into a shopping festival	2009 by Alibaba’s Taobao Mall (now Tmall)
Celebrated in	China, and increasingly across Asia and online worldwide
Hashtags	#SinglesDay #Double11 #1111Sale

From Student Joke to Shopping Giant

According to the popular story, students at Nanjing University in 1993 created a day to celebrate being single, with parties, blind dates and karaoke. In 2009, Alibaba’s online marketplace ran a small promotion with just 27 merchants. It grew year after year until Singles’ Day sales far exceeded the U.S. Black Friday and Cyber Monday combined. In 2019, Alibaba alone reported about ¥268 billion (around US$38 billion) in gross merchandise value during the festival. Today the sales season often starts in late October and is shared by JD.com, Pinduoduo, livestreaming platforms and global brands.

How People Celebrate

• Online shopping marathons with countdowns, flash deals and livestream sales.
• Parties and gatherings for singles, including blind-date events and karaoke.
• Self-gifting — treating yourself, whether single or not.
• Weddings — some couples now choose 11.11 to marry, turning the joke around.
• Eating youtiao (fried dough sticks) with a baozi — a playful symbol of “1-1-1-1”.

Smart Shopping Tips for 11.11

1. Make a list and set a budget before the sales start.
2. Compare prices in the weeks before — some “discounts” start from inflated prices.
3. Check return policies and international shipping costs.
4. Buy only from official stores and trusted sellers.
5. Beware of fake shopping sites and phishing links.

Singles’ Day vs. Other Shopping Days

Event	Date	Origin
Singles’ Day (11.11)	November 11	China
Black Friday	Day after U.S. Thanksgiving	United States
Cyber Monday	Monday after U.S. Thanksgiving	United States
12.12 Sale	December 12	Southeast Asia and China
Green Monday	Second Monday of December	United States

👉 More shopping days: Black Friday

👉 Online deals: Cyber Monday

Singles’ Day Around Asia

Country / region	How 11.11 is celebrated
China	The biggest online sales festival of the year, with livestream shopping and huge discounts
Singapore, Malaysia, Indonesia, Philippines	Shopee and Lazada run massive 11.11 sales
South Korea	November 11 is also “Pepero Day”, when friends and couples exchange chocolate-dipped Pepero sticks
Taiwan and Hong Kong	Online retailers join the 11.11 sales
Global brands	Many international companies now run 11.11 promotions online

Why Livestream Shopping Changed 11.11

In recent years, Singles’ Day sales have been driven by livestream shopping, where hosts demonstrate products in real time and viewers buy instantly. Short-video platforms and celebrity hosts can sell huge volumes in a few hours. Many platforms now spread the event over several weeks, starting in late October, to reduce pressure on delivery networks.

The Environmental Side

The sheer volume of parcels sent around 11.11 has raised concerns about packaging waste. Retailers and logistics companies have introduced recycling stations for boxes, reusable packaging and greener delivery vehicles, and some shoppers now choose to buy less but better quality.

Fun Ways to Celebrate as a Single (or Not)

• Treat yourself to something you have wanted for a long time — within budget.
• Host a dinner with friends instead of a date night.
• Try a new hobby or class.
• Send a message to a friend who might be lonely.

FAQ