Singles Day in China

The Singles Day on November 11 (11/11) in China is a cultural and commercial phenomenon that began as a celebration of singlehood and has since transformed into the world’s largest online shopping event.

History of Singles Day

The holiday’s roots date back to 1993, when students at Nanjing University began observing 11 November as “Bachelor’s Day,” using the four “1”s in the date (11/11) as a symbol of single individuals.
In 2009 the e-commerce giant Alibaba Group adopted the date for massive online discounts and promotions, turning Singles Day into a major shopping festival across China and beyond.

Why is Singles Day important?

Singles Day is important because it highlights changing social attitudes toward singlehood and consumption in modern China: what once was a lighthearted student observance now reflects consumer identity, technological adoption and retail innovation.
It matters commercially as well—this one day influences global supply chains, retail platforms and marketing strategies, with sales volumes surpassing other major shopping events.

• The date’s symbolism of “1 1 1 1” links directly to being single and independent.
• It has become a pivotal moment in China’s e-commerce calendar, driving huge volumes of consumer spending.
• The event shows how a cultural observance can merge with retail to create economic impact and new consumer behaviours.
• Brands and retailers both domestic and international use the festival to reach Chinese consumers and test new business models.
• The evolution of Singles Day reflects broader shifts: digital payments, mobile shopping, logistics, and globalisation of Chinese market trends.

How to Celebrate (or Observe) Singles Day

Even though Singles Day is not a formal public holiday, people can observe it in ways that make sense—whether as a fun shopping day, a way to treat oneself, or a cultural moment to notice in China.
It can also be used to reflect on consumer habits, digital transformation, or how traditions evolve into commerce.

• Browse online deals or promotions around 11 November and consider finding a small treat for oneself.
• Explore how local businesses participate: offline retailers, live-stream promotions, and flash sales.
• For those interested in culture, learn about how the date’s four “ones” came to symbolise singles.
• Observe how brands use storytelling and technology (live streaming, mobile apps) during the festival.
• For social context, note how Singles Day interacts with issues of singlehood, relationships and modern lifestyle in China.

Singles Day Dates Table