Singles Day is a day that has quickly won over the public partly because of its originality, partly because companies are developing increasingly convincing singles day marketing strategies .
But what exactly is it and how can it become a marketing opportunity for companies? Let's find out!
What is Singles Day and why is it celebrated in November?
Singles Day originated in China in the 1990s to celebrate all those buy bulk sms service who have not yet found their significant other or are not even interested in looking for one.
It is no coincidence that we celebrate on November 11th, in fact 11/11, graphically, perfectly recalls the element of solitude: the “ones” may also be paired to create the date, true… but they remain individual elements!
Over the years, the event has undergone a major transformation thanks to several e-commerce giants such as Alibaba, who have been able to exploit this event, transforming it into one of the most profitable shopping days of the year, even surpassing Black Friday in terms of global sales.
According to TradingPlatforms, in China, in 2022, Singles Day generated over $84 million in sales for Alibaba alone, surpassing the value of Black Friday and Cyber Monday in the same year. Additionally, this day can help increase the annual sales of emerging brands by as much as 25% .
But what do people search for on this day for lonely hearts? Mainly electronics, fashion and cosmetics, although in recent years consumers have begun to take advantage of the occasion to book trips or buy household items.