Why November 11 is Singles' Day in China: From a Student Prank to a Cultural Phenomenon

Every year on November 11th, the planet plunges into a shopping frenzy, with millions of people around the world hunting for bargains. But did you know that this epic sale didn't originate on Black Friday, but rather evolved from... a singles' day? Welcome to the world of Chinese Singles' Day, a holiday that has evolved from a student joke into a major commercial event worldwide.

The history of Singles' Day began in 1993 at Nanjing University in China. A group of students decided to create an alternative to Valentine's Day—a holiday for those who weren't in relationships. They chose the date 11.11 because the four ones symbolize single people, standing apart from one another.

Initially, students celebrated this day with simple get-togethers, giving each other inexpensive gifts, and joking about their single status. Singles' Day in China quickly spread to other universities across the country, becoming an unofficial youth holiday. No one could have imagined then that within a few decades, this date would change global retail.

In 2009, Chinese e-commerce giant Alibaba made a momentous decision. The company launched a massive Singles' Day sale on its Taobao platform, offering shoppers huge discounts on November 11th. The idea was ingenious in its simplicity: if single people aren't spending money on romantic dinners and gifts for their partners, why not treat themselves?

The first sale exceeded all expectations. Only 27 brands participated, but the results were impressive. Sales volumes grew exponentially each year. In 2019, a billion dollars worth of purchases were made in the first 68 seconds of the sale, and total sales exceeded $38 billion in 24 hours.

The cultural phenomenon of Singles' Day has expanded far beyond a simple shopping spree. It has evolved into a large-scale entertainment event featuring international celebrities, concerts, and interactive games. Chinese companies hold grand galas on the eve of November 11, broadcast on television and attracting millions of viewers.

For many Chinese, this day has become a true celebration of consumption and self-expression. People buy not only for discounts but also to feel part of a global event. Social media explodes with discussions of purchases, with people sharing screenshots of their orders and boasting about their discovered treasures.

Interestingly, the original concept of a singles' holiday has gradually eroded. Today, sales are attended not only by singles, but also by couples, families, and people of all ages. The day has lost its original romantic connotations, but has acquired a new meaning—an opportunity to score long-awaited purchases at a bargain price.

The story of Singles' Day in China has inspired retailers around the world. Alibaba has expanded internationally, and sellers from dozens of countries are now participating in the sale. Western companies have also begun holding special promotions on November 11, recognizing the commercial potential of this date.

The economic impact of the holiday is difficult to overestimate. It's the largest event in the world of e-commerce, stimulating the development of logistics, payment systems, and artificial intelligence technologies. Companies are developing specialized algorithms to handle millions of simultaneous orders and ensure the smooth operation of their websites.

The journey from a modest university celebration to a global trade phenomenon took just three decades. Singles' Day on November 11th, along with the sale, has become an integral part of modern Chinese culture and a significant event in the global economy.

Today, Singles' Day is a unique blend of tradition and innovation, local culture and globalization. The holiday demonstrates how a simple idea can be transformed by technology and commerce while remaining true to its original intent.

Whether you're single or not, November 11th has become a day when millions of people come together in search of bargains. And who knows, perhaps in a few years this Chinese holiday will become as commonplace around the world as New Year's sales or Black Friday.

Have you ever participated in a Singles Day sale, or would you like to? What do you think about turning the singles holiday into the biggest shopping event of the year?