Singles Day
Practice self-love and self-appreciation, treat yourself to a shopping spree or vacation and go on a “date” with your unattached friends.
Capitalize on Singles Day as a self-love shopping and experience moment, positioning products/services as treats for solo celebration and social connection with friends.
- Treat yourself: curated gift guides for solo indulgence
- Friend dates & group experiences: plan the perfect night out this Singles Day
- Self-care splurge: beauty, wellness, and lifestyle deals for celebrating you
- Travel solo or with friends: exclusive getaway packages for the unattached
Social angles6
- Celebrate independence! This 11/11, treat YOURSELF. No one else, just you. What are you splurging on? 💅 #SinglesDay #TreatYourself #11/11
- Real talk: being single means you get 100% of the sale savings for YOURSELF. 🎉 Shop our exclusive 11/11 collection. #SinglesDay #SelfLove #Double11
- Drop a 💅 if you're your own favorite person. This 11/11, we're celebrating YOU with jaw-dropping deals. #SinglesDayDeals #ShopForYou
- FOMO alert: 11/11-only drops landing TODAY. Limited edition, limited time, unlimited vibes. Swipe to shop before they're gone 🔥 #SinglesDay #LimitedEdition
- POV: You don't need permission to spoil yourself. This 11/11 is all about self-gifting. What's on your wishlist? 🛍️ #SinglesDay #11/11Sales
- Tag your ride-or-die 👯♀️ Singles come in crews. Celebrate your friendship group with exclusive 11/11 deals. Double the friends = double the fun! #SinglesDay #CrewLove
Ad copy starters5
“Just 11.11? Celebrate YOU all month. Shop 11/11 exclusives before they're gone. [CTA: Shop Now]”
“Treat Yourself Season opens NOW. 11% off everything. Because you deserve it. | Use code 11FORME”
“Single & Thriving. These 11/11 deals? All yours. Limited-edition bundles live for one day only.”
“This 11/11, the only person you need to impress is YOU. Exclusive self-care bundles, 22% off.”
“Your Solo Glow-Up Starts Here. Limited 11/11 collection for celebrating YOU. Shop before they sell out.”
Tips3
- Start promoting 2–3 weeks in advance (mid-to-late October). Build anticipation with teasers, email warm-ups, and waitlists—don't wait until the last week.
- Optimize everything for mobile: 90%+ of Singles' Day purchases happen on mobile, so fast-loading pages, intuitive checkout, and one-click buying are non-negotiable.
- Anchor messaging on SELF-GIFTING and self-love, not coupling or romance. Singles' Day is the anti-Valentine's Day—celebrate independence, treating yourself, and quality time with yourself.
Singles Day is a Chinese holiday that originated from Nanjing University to be a celebration for single people during the 1990’s. The date corresponds with four “ones”, representing four singles. It was originally called Bachelor’s Day due to how four male college students decided on this day to celebrate the idea of being single.
This idea spread to different universities and eventually into mainstream culture, evolving over time as something men and women can enjoy. The holiday serves as a time when people can meet up and socialize at parties, and has also become one of the most popular shopping days in China.
In 2017, Alibaba Group, a multinational e-commerce conglomerate in retail and manufacturing, earned over $25 billion in sales, beating the previous record of $17.6 billion in 2016. This event is four times the size of America’s biggest shopping days, Black Friday and Cyber Monday.
Shopping becomes a source of wealth and entertainment for the Chinese economy, and in 2017, according to Forbes.com, Alibaba says over 15 million products from more than 140,000 brands participated in the holiday, including 60,000 international brands that offered discounts on Tmall, a retail company operated by Alibaba, which increased up from 100,000 the year before. Alibaba also launched a new luxury retail website, JD.com, and opened it’s first automated, robot-managed warehouse to help smooth the transition of the intense sales.