CELEBRATIONS
Saturday, November 11th, marks Singles’ Day, a celebration originating in China that proudly embraces the single status. The chosen date (11/11) symbolises the number 1, representing an individual. This day is also very important to many for a much more significant reason.
The origin of this day traces back to 1993 at Nankai University in China, making this year its 30th anniversary. Initially celebrated among men (it was called “Bachelors Day” at its inception), over time, women also joined in the festivities. This occasion serves as a platform for socialising among singles, featuring events such as blind dates, ironically some would say, aimed at ending the status of being single, as well as a time to get presents. In 2011, coinciding with 11/11/11, the Singles’ Day of the Century was celebrated.
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Singles’ Day has, unsurprisingly, become a new opportunity for businesses to make more money. Although 11/11 began as a celebration of singles’ pride, it has evolved into one of the most consumer-oriented festivals in Asia, and transcending its borders.
Earnings for China’s tech giants will shed light on how the country’s consumers fared last quarter in a fragile economy, as the Singles’ Day shopping extravaganza kicks off this weekend https://t.co/yT1PXDbBMf
Alibaba played a pivotal role in popularizing the ‘11.11 Singles Day,’ (also known as “Double 11″) recognising the potential gains and they registered the ‘11.11 Singles Day’ trademark, joining other major revenue-generating events for businesses, such as Black Friday and Cyber Monday.
On this day, singles treat themselves, similar to how couples exchange gifts on Valentine’s Day, observed on February 14th. In China it was estimated that around four times as much was spent on Singles’ Day than US shoppers handed over on Cyber Monday, and that was a not to disappointing $35 million.
As reported by Adobe, shoppers in the US bought more Pokemon toys, Hot Wheels, TVs, footwear and air fryers across Black Friday and Cyber Monday, whereas the Chinese spent more on essentials, supplements, vitamins and pet-care products.
Are you single? Go on, treat yourself to something nice.
About the author
Calum Roche
Sports-lover turned journalist, born and bred in Scotland, with a passion for football (soccer). He’s also a keen follower of NFL, NBA, golf and tennis, among others, and always has an eye on the latest in science, tech and current affairs. As Managing Editor at AS USA, uses background in operations and marketing to drive improvements for reader satisfaction.
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