Why Is Everyone Shopping on 11.11? The Story Behind Singles’ Day

From a university tradition in China to a trillion-yuan shopping festival, here's how four little numbers changed the world of online retail.

November 11, 2026 | Coral Case Journal

Four ones. One date. An extraordinary amount of shopping.

Every November, something unusual happens across the internet. Shopping baskets fill up, brands roll out special offers, and people start comparing prices on everything from smartphones to everyday essentials.

It's called 11.11, or Singles' Day.

But here's the interesting part: it didn't begin as a sale. There were no discount codes, shopping apps or midnight countdowns.

It started as a light-hearted celebration of being single.

So how did a university tradition become one of the world's biggest shopping events? Why do people look forward to it, and what makes retailers so willing to lower their prices?

The story is part cultural history, part consumer psychology and part clever business strategy.

What Is Singles' Day, and Why 11.11?

Singles' Day is an annual celebration held on November 11 that originated among Chinese university students in the early 1990s. It later became a major online shopping festival after Alibaba introduced its first commercial 11.11 promotion in 2009.

The date itself explains the name.

Written as 11/11, November 11 features four number ones. Each represents someone standing alone, making the date a playful symbol of single life.

In Chinese, the occasion is known as Guanggun Jie (光棍节), often translated as the "Bare Sticks Festival". The expression historically referred to unmarried men, although the modern shopping celebration reaches a much wider audience.

Unlike Valentine's Day, which traditionally celebrates romantic relationships, Singles' Day offered an opportunity to celebrate independence, friendship and being comfortable on your own.

Shopping came later.

The story in four dates

• Early 1990s: Singles' Day emerges in Chinese university culture, commonly associated with Nanjing University. 
• 2009: Alibaba launches its first 11.11 shopping promotion with 27 participating merchants.
• 2020: Alibaba expands its shopping festival to an 11-day campaign. 
• 2025: Chinese data firm Syntun estimates approximately RMB 1.7 trillion in shopping activity across an extended, multi-platform Singles' Day season.

And that transformation is where the story becomes fascinating.

The University Tradition That Became a Retail Phenomenon

Most accounts trace Singles' Day to students at Nanjing University around 1993.

The idea was wonderfully simple.

While couples had Valentine's Day, single students could have a celebration of their own. Friends gathered, socialised and embraced the humour of a day dedicated to their relationship status.

There are colourful stories about exactly how it began, including one involving four university roommates.

But those details deserve some caution. The original founding story is difficult to establish through contemporary records, and different versions have circulated over the years.

What is reasonably well supported is that the tradition grew out of Chinese student culture in the early 1990s before spreading more widely.

It wasn't initially about buying something at a reduced price.

It was about having a reason to celebrate yourself.

That distinction matters because it helps explain why the event eventually became such a powerful shopping occasion.

The idea of treating yourself was already built into its cultural identity.

Retailers didn't have to invent that emotional connection from scratch.

How Alibaba Changed Everything in 2009

The major turning point came in 2009, when Alibaba transformed November 11 into an organised online shopping event.

At the time, its business-to-consumer platform, Taobao Mall—later renamed Tmall—was looking to encourage more people to shop online.

November 11 presented an opportunity.

The date was memorable, already recognised by some Chinese consumers and positioned conveniently within the retail calendar.

Alibaba invited merchants to participate in a special promotional campaign.

Just 27 merchants joined the first event, according to Alibaba Group's own historical account.

It was a modest beginning compared with what followed.

As more retailers joined, consumers gained more reasons to participate. Better shopping technology, digital payments, delivery infrastructure and marketing helped the occasion grow.

Eventually, November 11 was no longer simply a date for celebrating single life.

It had become a reason for millions of people to shop.

How Big Is Singles' Day Really?

The numbers are impressive, but they need explaining.

In 2019, Alibaba reported approximately RMB 268.4 billion in gross merchandise value during its 24-hour Singles' Day event.

A year later, the company reported RMB 498.2 billion across an expanded November 1–11 campaign.

By 2025, analytics firm Syntun estimated approximately RMB 1.695 trillion (around US$238 billion) in sales activity across multiple Chinese retail platforms and shopping formats.

That last figure is enormous.

But there's a catch: these numbers don't all measure the same thing.

Why the biggest number needs context

The earliest headline figures focused on Alibaba's own platforms over a single day.

The 2025 figure was a third-party estimate across numerous platforms, covering a shopping season that began in early October.

And the figure represents estimated transaction value, not retailers' profit.

In e-commerce, this distinction is often described through gross merchandise value, or GMV.

GMV measures the value of merchandise transactions on a platform. It should not be confused with the money the platform earns in revenue or the profit a retailer ultimately keeps.

Returns, cancellations, advertising costs and delivery expenses can all affect the financial outcome.

So when someone describes Singles' Day as the world's biggest shopping festival, the fairest interpretation is by total spending measured across its extended promotional season.

It's not evidence that more money changes hands on November 11 alone than on every other shopping day.

According to Reuters' November 2025 reporting, the event had also become less dependent on one dramatic sales spike, with promotions stretching across weeks.

The festival was still enormous. The excitement was simply changing.

Why Do People Shop So Much on 11.11?

It's tempting to say people shop because things are cheaper.

That's true for some purchases, but it doesn't explain everything.

Consumer behaviour involves emotion, expectation, social influence and timing.

1. Buying something for yourself feels different

Singles' Day originally celebrated personal independence.

That makes self-gifting a natural part of its story.

A purchase can represent a reward, a small celebration or a practical investment in something you've been meaning to replace.

Consumer researchers have long studied self-gifting as a meaningful purchasing behaviour, not simply a spontaneous indulgence.

For some shoppers, November 11 provides a convenient occasion to make a purchase they already wanted.

2. A real deadline changes the decision

Imagine finding a product you like.

You could purchase it today, next week or next month. There isn't much reason to decide immediately.

Now imagine the retailer offers a lower price until a clearly stated date.

The decision changes.

Research published in the Journal of Marketing Research in 2023 suggests that online time-limited offers can be more effective when the deadline has an understandable external reason, such as a holiday, rather than appearing arbitrary.

That's part of what makes November 11 commercially useful.

The date provides a natural deadline.

But an authentic deadline and a misleading countdown aren't the same thing. A timer that repeatedly resets can undermine trust rather than create it.

3. Shopping is also a social experience

Think about the group chats, deal recommendations and social media posts surrounding major retail events.

Shopping becomes something people discuss together.

A 2019 study in the Journal of Consumer Marketing, involving 480 survey participants and 35 follow-up interviews, explored how Singles' Day shoppers managed spending and responded to social influence.

Interestingly, the research found evidence of deliberate budgeting and strategies to limit unplanned purchases.

In other words, not everyone joining Singles' Day is buying impulsively.

Some consumers plan ahead, compare prices and choose the event as their preferred purchasing window.

4. A discount can make a planned purchase worthwhile

Sometimes the explanation is refreshingly ordinary.

A phone case needs replacing. A pair of headphones has stopped working. A household essential is already on the shopping list.

If the price becomes genuinely more attractive during a sale, buying then can make financial sense.

The important question isn't whether the discount looks exciting.

It's whether the final price represents good value.

Why Would Retailers Give Away 11% of Their Selling Price?

Here's something shoppers don't often see explained.

If a retailer can sell a product at its usual price, why would it voluntarily earn less from each order?

Because businesses evaluate more than one transaction at a time.

A discount can help attract first-time customers, convert undecided shoppers, increase the number of orders or encourage purchases of complementary products.

It can also help manage inventory or keep a brand visible while competitors are promoting their own offers.

But none of these outcomes is guaranteed.

The maths behind an 11% discount

Consider a simplified hypothetical example.

A retailer sells an item for $100. The item costs $40, and fulfilment and payment processing cost another $10.

In this example, the retailer gives up $11 of its $50 contribution per order.

To generate the same total contribution, it would need approximately 28% more orders, assuming the other costs remain unchanged.

That's why discount strategy isn't simply about selling more.

It's about whether the extra sales, customer relationships or other benefits justify the reduced margin.

A successful promotion might introduce someone to a brand they return to later. An unsuccessful one might simply reduce profits on purchases customers would have made anyway.

Both outcomes are possible.

And as retailers increasingly discount throughout the year, shoppers may stop treating any particular sale as exceptional.

Singles' Day vs Black Friday: Which Is Bigger?

Singles' Day and Black Friday are frequently compared, but they began for entirely different reasons.

Singles' Day grew from a Chinese student tradition.

Black Friday developed from a US post-Thanksgiving shopping phenomenon.

Today, both are major promotional events, although they differ in cultural recognition and geographic reach.

The Black Friday figure comes from Adobe Analytics, while the Singles' Day estimate comes from Syntun.

Those figures cannot be compared directly because their geographic coverage, reporting periods and measurement methods differ.

For shoppers, the more useful question isn't which event is bigger.

It's which retailer offers the better price on the product they actually need.

Are 11.11 Discounts Always Worth It?

No. An 11.11 promotion can offer genuine savings, but the date alone doesn't guarantee the lowest price.

That applies to any large shopping event.

In a 2024 investigation, UK consumer organisation Which? examined 227 Black Friday deals from eight major home and technology retailers.

It found that 92% of the deals analysed were available for the same price or less at another point during the surrounding year.

That research concerned Black Friday, not Singles' Day, so the percentage shouldn't be applied to 11.11.

Still, it demonstrates why checking prices matters.

Consumer regulators—including Australia's ACCC, the UK's CMA and the US FTC—also warn against misleading price comparisons and promotional claims.

The 60-Second 11.11 Deal Check

Before clicking Buy Now, run through these seven questions:

1. Did I want this before the sale? A discount shouldn't create a need that wasn't there.
2. Is the normal price genuine? Look beyond the crossed-out number and check recent pricing where possible.
3. Have I compared alternatives? Another retailer may offer better value without a promotional code.
4. What's the final checkout price? Include delivery charges and any other applicable costs.
5. Does the product suit my needs? Compatibility, quality and practical features still matter.
6. Are the offer conditions clear? Check exclusions, returns, warranty information and the actual deadline.
7. Will I still be pleased with this purchase next month? If the answer is no, the saving may not be worth it.

A good sale should make a useful purchase more affordable—not make an unnecessary purchase feel urgent.

Does Singles' Day Matter Outside China?

Yes, although its popularity varies considerably between markets.

International marketplaces and global brands have helped introduce 11.11 promotions to audiences well beyond China.

Shoppers in Australia, the UK and the US may now encounter Singles' Day offers alongside familiar events such as Black Friday and Cyber Monday.

However, November 11 has a separate and significant meaning in those countries.

It is Remembrance Day in Australia, Armistice or Remembrance Day in the UK, and Veterans Day in the United States.

Those commemorations are distinct from the Chinese shopping tradition and deserve to be treated with respect.

For international consumers, Singles' Day remains an optional shopping occasion rather than a universal celebration.

From the Coral Case Team: A More Practical Way to Shop 11.11

Coral Case Journal is published by Coral Case.

The best purchase during a sale is often something you've already been meaning to buy.

For many people, that could be an everyday essential such as a phone case. Whether you're looking for better everyday protection or replacing an older accessory, it's worth choosing the right product before focusing on the discount.

To mark Singles' Day 2026, Coral Case is offering 11% off your entire order with promotional code coral11, ending 11 November 2026.

Explore the collection for your region:

• Coral Case Australia
• Coral Case UK
• Coral Case USA

Check the applicable promotional conditions and final price at checkout.

And yes, we encourage you to use the same deal checklist above when considering our offer.

What 11.11 Really Tells Us About Shopping

The story of Singles' Day is remarkable because its meaning has changed so dramatically.

What began as a playful celebration of being single became a digital retail experiment, then an international shopping phenomenon.

Retailers discovered the power of a memorable date. Consumers found an occasion to plan purchases, celebrate themselves and look for better value.

But the biggest lesson isn't about discounts or record-breaking sales figures.

It's about making better purchasing decisions.

Because long after November 11 has passed, the value of what you bought matters far more than the excitement of the day you bought it.

Frequently Asked Questions

Why is November 11 called Singles' Day?

The date 11/11 contains four number ones, traditionally interpreted as symbols of single individuals. The celebration began in Chinese university culture during the early 1990s.

Who invented the 11.11 shopping festival?

Alibaba commercialised November 11 as an online shopping event in 2009, initially involving 27 merchants. The cultural Singles' Day celebration predates that promotion.

Why do people buy things on Singles' Day?

Common motivations include discounted prices, planned purchases, self-gifting and the shared excitement surrounding a shopping event. Research also suggests some shoppers deliberately budget to avoid unnecessary spending.

Why do retailers offer 11.11 discounts?

Retailers may use discounts to attract customers, improve conversion, increase order volume and encourage repeat purchases. Whether a promotion generates additional profit depends on its costs and results.

Is Singles' Day bigger than Black Friday?

China's extended Singles' Day shopping festival records enormous transaction values, often exceeding the reported spending for a single Western shopping day. However, the available figures use different reporting periods and methodologies.

Are Singles' Day deals genuine?

Some are, but an advertised discount does not necessarily represent the lowest available price. Check the product's normal selling price, compare alternatives and review the final checkout cost.

When is Singles' Day in 2026?

Singles' Day falls on Wednesday, 11 November 2026.

Research and editorial sources

This article draws on the following sources:

• Alibaba Group — History of the 11.11 Shopping Festival
• Reuters — China's Singles' Day Shopping Festival in 2025
• China Daily — Syntun's 2025 Sales Estimates
• Wang, Yan and Chen (2019) — Drivers of Purchase Behaviour in Singles' Day
• Drexel University — The Limits of Limited-Time Sales
• Adobe — 2025 Holiday Shopping Research
• Which? — Investigation of Black Friday Deals
• ACCC — False or Misleading Claims
• UK CMA — Urgency and Price Reduction Claims
• US FTC — Guides Against Deceptive Pricing

Editorial note: The 2025 Singles' Day figure is a third-party estimate covering an extended promotional season, not an audited one-day sales result. The retailer calculation is illustrative, not based on Coral Case financial data. Article research reviewed 2 November 2026.