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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →China’s Singles’ Day, also called 11.11 or Double 11, is an annual online shopping promotion centered on November 11. It began as a one-day Alibaba event in 2009 and has grown into a longer campaign involving multiple ecommerce platforms. Calling it the world’s biggest shopping festival is most meaningful when the measure is specified: estimated sales across platforms, a single platform’s reported GMV, and parcel deliveries are different things.
What is Singles’ Day?
Singles’ Day is a major Chinese ecommerce promotion organized around November 11. The date is also known as 11.11 or Double 11. The sources cited here describe it as a shopping event, not a public holiday.
Alibaba says its 11.11 Shopping Festival began in 2009 with 27 merchants. The Associated Press describes Alibaba’s launch as a one-day November 11 sales event that later spread to other platforms. Today, the name can refer either to November 11 itself or to a much longer promotional campaign.
Why is it called Double 11?
The name refers to the date: November 11 is written 11/11, or 11.11. The date’s four ones also gave rise to the name “Singles’ Day.” The available sources establish the name and date but do not provide a fuller account of the holiday’s cultural origins.
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How long does the Singles’ Day sale last?
There is no fixed campaign length established by these examples. Platforms can extend promotions beyond the date, so shoppers and anyone comparing sales figures should check which days a particular total covers.
- Alibaba said its Taobao and Tmall campaign ran from October 14 through November 11 in 2024, with two checkout windows following the opening of presales.
- The Associated Press reported that the 2025 festival lasted roughly a week longer than the 2024 event.
Alibaba’s October 2024 preview described vouchers, subsidies, livestream commerce, and benefits for paid members. Those were features of that campaign, not guarantees about every year, platform, or seller. The 2026 November event had not yet taken place as of October 8, 2026, so official 2026 campaign dates, offers, participants, and results are not established here.
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What does “world’s biggest shopping festival” mean?
The phrase needs a metric. A third-party estimate of sales across several platforms has a different scope from one company’s GMV; parcel deliveries measure shipping activity rather than spending. None of the figures below is an audited, all-retailer global sales total.
| Figure | What it measures | Source and qualification |
|---|---|---|
| About 1.44 trillion yuan | Estimated sales across major ecommerce platforms during the 2024 event | Syntun’s 2024 estimate, reported by the U.S. International Trade Administration |
| Almost 1.7 trillion yuan | Estimated combined online sales value for the 2025 festival | Syntun’s 2025 estimate, reported by the Associated Press; the 2025 festival lasted roughly a week longer than the 2024 event, making a direct year-on-year comparison imperfect |
| 701 million parcels | Parcels handled on November 11, 2024 | State Post Bureau of China data, reported by Xinhua; a logistics count, not a sales-value measure |
Xinhua also reported that the 2024 peak-day parcel count was 1.51 times normal daily business volume and 9.7% higher year over year, according to the State Post Bureau. Those comparisons concern parcel handling only.
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What is the difference between Singles’ Day sales and Alibaba GMV?
The 1.44 trillion yuan and almost 1.7 trillion yuan figures are Syntun estimates for sales across major platforms during the respective festival periods. Alibaba’s Taobao and Tmall GMV, by contrast, covers paid-order value on those two Alibaba platforms. Alibaba says its figure includes shipping charges where applicable, is reported in real time, and is unaudited and subject to adjustment. It should not be treated as a verified total for all retailers or as interchangeable with Syntun’s estimate.
For 2024, the Associated Press reported that Alibaba and JD.com did not publish a final all-platform sales total. That distinction matters: a company’s reported growth indicator can describe its own business without establishing the total value of the country’s entire shopping event.
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What do shoppers buy during 11.11?
Alibaba’s 2024 results cited activity in apparel, beauty, consumer electronics, home appliances, furniture, sports and outdoor goods, and collectible toys. Alibaba said discounts and government subsidies contributed to appliance and furniture performance. These are examples from Alibaba’s platforms, not a definitive ranking of categories across China or every marketplace.
Promotions can include discounts, vouchers, subsidies, livestream selling, and other platform-specific offers. The terms and timing vary, so a headline discount alone does not establish the final price or whether an offer applies to a particular shopper.
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- PORTABLE & LARGE CAPACITY: This shopping basket measures 18.8'' x 11.8'' x 11.2'' and weighs only 1.7 pounds, making it lightweight and portable for everyday use. With a large 35L capacity, it's sufficient for the daily needs of 3-4 people
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Is Singles’ Day bigger than Black Friday or Cyber Monday?
There is no reliable one-number comparison unless both events are measured on the same basis. An estimate for multiple Chinese platforms over a multiweek campaign cannot be directly compared with a company’s GMV or another event’s one-day online sales.
- Scope: one platform, several platforms, or all retailers.
- Measure: paid-order GMV, estimated sales value, orders, shoppers, or parcels.
- Time window: November 11 alone or an extended campaign, compared with the dates used for the other event.
- Geography and currency: China-only or cross-border, and local-currency figures or converted amounts.
- Disclosure: company-reported, third-party estimated, or government-reported operational data—and whether the figures are audited.
Government trade guidance calls Singles’ Day China’s largest annual online shopping event. That characterization and Syntun’s estimates support its scale, but they do not by themselves establish a like-for-like ranking against Black Friday or Cyber Monday.
What do the reported results say about consumer spending?
The available figures show the scale of the campaigns and logistics, but they do not prove that every sales increase represents new consumer demand. Campaign length, discounts, subsidies, platform participation, and the chosen measurement all affect the result. Alibaba executive Bo Liu described Tmall’s 2025 result this way: “We achieved Tmall’s strongest 11.11 growth in GMV net of refunds in four years.” That is Alibaba’s characterization of Tmall’s own measure, not an independent finding about all Chinese ecommerce.
Jacob Cooke, CEO of WPIC Marketing + Technologies, told the Associated Press that the 2025 festival “should be viewed as a positive signal for China’s consumer economy.” He also cautioned that the longer sales window made year-on-year comparisons imperfect, while pointing to participation, engagement, and category strength as positive indicators. These are Cooke’s interpretations of the reported indicators.
Quick Recap
Sources
- Alibaba Group, “Taobao and Tmall’s 11.11 Shopping Festival Delivers Solid Growth for Brands” (November 15, 2025)
- Alibaba Group, “Taobao and Tmall’s 11.11 Shopping Festival Records Robust Growth” (November 12, 2024)
- Alibaba Group, “Alibaba Gears Up for 2024 11.11 with Over $4 Billion in Consumer Perks and Merchant Support” (October 14, 2024)
- Associated Press, “Chinese e-commerce firms report growth in sales, shoppers for Singles’ Day shopping festival” (November 12, 2024)
- Associated Press, “China’s Singles’ Day sales slow as bargain hunters seek affordable deals” (November 2025)
- U.S. International Trade Administration, “China – eCommerce”
- Xinhua, “‘Double 11’ shopping festival sees China handle record-high parcel volume” (November 12, 2024)
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