What is Singles’ Day? The Chinese Shopping Holiday that puts Black Friday to Shame – Online Shopping Sales China – L’Officiel
Just like Black Friday, brands and retailers increase excitement for the holiday by launching presales leading up to the actual date of the shopping event. It’s also become common to incorporate gaming, live-streams, and exclusive content into the Singles’ Day experience. This year, Alibaba even decided to host two Singles’ Day celebrations, one running from November 1 to November 3, and the second beginning on November 11, so shoppers have twice the opportunity to score a great deal, and likewise for retailers hit by the coronavirus to benefit from the holiday’s success.
With China’s booming luxury market, many high fashion labels participate in the festival, and for 2020, Christian Dior is releasing a special capsule collection dedicated to Singles’ Day. While primarily targeted towards China, some Western retailers have also hopped on the trend after seeing its rapid growth.
Overall, Alibaba’s goal is to bring international products to the Chinese consumer market. And while Singles’ Day hasn’t broached the U.S. entirely, a country which loves its shopping holidays, the embrace of the China-based international online retail event has brought participation from major names like Esteé Lauder, Net-A-Porter, and Apple.