Discover the Singles’ Day, the feast of 11 November that beats Black Friday: history, trend, discount produced and tips to buy from Italy.
From the single party to the largest shopping event in the world: history, trend and how to participate also from Italy
On 11 November, written 11/11, it became the largest online shopping day in the world. The Singles’ Day, so called, was born in China in the 90s as an ironic party to celebrate those who are not in pairs, and today it moves billions of euros in digital purchases.
Over time, the event far exceeded Black Friday in terms of sales, involving millions of consumers in Asia and more and more users also in Europe.
Cultural and symbolic context
From university goliardia to the largest commercial event in the world, this day tells a lot about how we consume (especially in Asia), we tell each other and recognize ourselves in others. We discover how it was born and because today it involves millions of people, even outside China.
- 11/11 was chosen for the abundance of “1”, a figure that symbolizes the condition of the single: only, not coupled.
- The party was born in the 90s between Chinese university students as an ironic and light way to make fun of and celebrate with friends.
- Over time it turned into a day of personal pride and self -celebration, with the habit of making a gift to enhance yourself.
- Digital platforms have amplified the phenomenon: online shopping, social networks and direct streaming made the collective and engaging experience.
Consumer products and trend categories during the Single’s Day
During the Singles’ Day, sales explode above all in sectors such as electronics, appliances, cosmetics, personal care and clothing. The house, between furniture and small accessories, also attracts many purchases.
In recent years, however, new trends have been emerging: smart products, collectible objects, articles inspired by pop culture and more aware choices, such as eco-friendly cosmetics or low-consumption technologies.
The audience is wide, but the young people of the big cities guide the choices: they are looking for news, they make influence from the Creators and often buy lived livestream. In minor cities, however, attention focuses on more practical assets.
Black Friday, Cyber Monday and beyond
The Singles’ Day is today the most imposing online shopping event in the world, far overcoming Black Friday and Cyber Monday for sales and participation volumes.
As we saw before, the differences do not stop at the numbers. The Singles’ Day was born in China as a goliardic day to celebrate the pride of being single, and then evolved into a cultural and commercial appointment that involves millions of people.
Unlike Black Friday, linked to Christmas consumption and promotions in physical stores, the Singles’ Day is totally digital and develops through a complex network of platforms, social networks, creators and campaigns in livestreaming.
The involvement of the public is more active and continuous: users follow direct, interact with the brands, save products in Wishlist and prepare purchases days in advance. It is an event designed to be lived as a collective show. Purchase motivations also change: in the West we are looking for the best discount, in Asia the purchase becomes a form of participation and self -celebration.
In recent years, however, the differences have attenuated. The logic of the singles’ Day influence the western platforms more and more, which adopt livestream and time offers. Also in Italy, the date of 11/11 begins to be noticed.
How to participate
Even from Italy it is possible to take advantage of the offers of the singles’ day, but a little preparation and attention are needed. The platforms involved are international, delivery times can vary and promotions often require some more step. Here’s how to organize yourself to participate without surprises.
Choose the right platforms: to buy from Singles’ Day in Italy you can access sites such as Aliexpress, JD.com, or Temu.
Check when the offers begin: promotions often start several days before 11 November, with periods of presale in which prices can be blocked or collecting coupons.
Recorded in advance: Creating an account on the platforms involved is the first step to not waste time during discounts.
Prepare your wishlist: select the products in advance allows you to monitor prices and act quickly when discounts begin.
Use promotional codes and coupons: many offers require the application of discount codes, available on official sites or via Creators and Newsletter.
Pay attention to customs and shipments: by purchasing from non -EU sites, VAT and customs duties can be applied. Always check delivery times, additional costs and return options before completing the order.
