Think you have to wait until Black Friday or Cyber Monday to score the year’s best deals? Well, circle November 11 on your calendar pronto, because that’s the date of Singles’ Day, the world’s biggest shopping day — although it hasn’t quite taken America by storm. Yet.
Not familiar with it? That’s because it’s a holiday mostly recognized in China, and one that brought in a record $30.8 billion in sales in just 24 hours last year for Chinese online commerce giant Alibaba (which operates Taobao and Tmall). Comparatively, 2018 Black Friday and Cyber Monday sales in the US totaled $14.1 billion combined, according to Adobe Analytics, which tracks online retail spending.
Singles’ Day, which started in the ‘90s at Nanjing University as a sort of anti-Valentine’s Day for singles in China, is recognized as a day to treat yourself. (November 11 was chosen because the date is written as four ones, or singles). Drawing on its popularity, Alibaba launched the online shopping holiday it dubs the 11.11 Global Shopping Festival in 2009, growing from 27 brands in its inaugural year to 200,000 in 2019.
“When we think about globalizing this 11.11 holiday, it’s really about bringing more international — and American — brands to Chinese consumers,” Brion Tingler, Alibaba Group spokesman, told CNN Underscored.
Singles’ Day has made news in the finance sector this year, as a recent report from consulting firm AlixPartners found three-quarters of Chinese consumers may boycott American brands due to the US-China trade war. But Tingler notes that 64 brands, both Chinese and American, have already hit $14 million in preorders, with sales records being broken by cosmetic lines, including Lancôme, L’Oréal, Estee Lauder and Olay, and electronics brands such as Apple, Dyson, Siemens and Philips.
“This year we are seeing very strong demand across the board and iconic American brands are doing very well,” Tingler said. Hot product categories for Singles’ Day sales? Beauty, clothing, shoes, sporting goods and electronics.
And while November 11 may still be better known as Veterans Day in the US, plenty of stateside brands are getting on board with great online savings. We’ve rounded up the best Singles’ Day deals for US shoppers — because whether you’re flying solo, dating or married, why wait until the day after Thanksgiving to treat yourself?
Nike is offering an extra 20% off select styles from November 8 to 11 with the code SINGLES in honor of Singles’ Day. Here are two of our fave picks from the sale.
Nike Sportswear Essential Women’s Funnel-Neck Fleece Pullover Hoodie ($60; nike.com)
Soft, cozy and versatile? This hoodie is as perfect for a night in with Netflix as it is for brunch out with friends the next morning.
Nike Air VaporMax Plus Men’s Shoes ($190; nike.com)
Put your best foot forward with this super high tech-looking upgrade to the 1998 Air Max Plus.
Even if your heart is cold on Singles’ Day, your body doesn’t have to be thanks to the jackets on sale at Columbia. From 11/10 to 11/11 get an extra 20% off sale section items and free shipping on everything at Columbia.com.
Men’s Parkchester Hill Jacket ($136.00; Columbia.com)
This jacket with Columbia’s Omni-Heat thermal reflective technology is sure to keep you warm and dry.
Women’s Dualistic Long Jacket ($109.90; Columbia.com)
If you wear your heart on your sleeve, you might as well make it a nice warm one with this jacket, which is also equipped with Omni-Heat technology.