It’s not just the armistice that will be celebrated this Tuesday, November 11. “Singles Day”, which is dedicated to people who live alone and has gradually become more common in France over the years, is also celebrated today. This holiday has become primarily a commercial operation where promotions, sometimes more intense than on Black Friday, are very busy.
“Singles Day” originates from China. In 1993, students from Nanjing University, who wanted to offer a party for singles and thus rival Valentine’s Day, organized one and suggested that the university’s students give each other gifts.
11/11, a date chosen voluntarily
The date was not chosen randomly: it is the 11th day of the 11th month of the year, that is, the date with the most number 1s on the calendar. The number 1, according to Nanjing students, represents… solitude.
“Singles Day” has been around for years in China. In 2009, Jack Ma, then boss of the site AliBaba, which later launched AliExpress, decided to make this “singles day” a commercial holiday. And for good reason: the Chinese don’t take advantage of Black Friday – which takes place the day after Thanksgiving, the fourth Friday of November, don’t celebrate Christmas and don’t have sales before January.
Therefore, the way is clear to attract Chinese buyers looking for promotions. The success was immediate: seven million sales occurred in the first year. In hindsight, records were broken year after year. 135 million in 2010, 3 billion in 2012… Word of mouth has had its effect and November 11 is now marked on all calendars in China.
Up to -90%
Given its success, “Singles Day” has attracted attention outside China, particularly in Western countries where its consumption borders on excessive consumerism. In France, many brands offer promotions on their websites this Tuesday.
Chinese e-commerce giants, such as AliExpress, remain leaders during this commercial day and sometimes offer promotions of up to -90% on certain products, making it even more attractive than Black Friday, which is scheduled for November 28 this year.
