Singles’ Day 2024: Extending and Expanding

Originally commercialised by Alibaba in 2009 as a shopping festival in China, Singles’ Day has been growing popularity outside of Chinese borders since 2013. Not only are we seeing continued growth in the APAC regions, but this phenomenon is also reaching into the USA and UK.

Singles’ Day Started Earlier Than Ever

Although initially introduced as a 24-hour online shopping event, Singles’ Day Sales have been starting earlier each year due to popular consumer demand post-pandemic. With Chinese e-commerce giants Alibaba, JD.com and Pinduoduo launching their Singles’ Day Sales as early as 14th of October, it’s no longer a surprise that the pre-sales often outperform the actual Singles’ Day on November 11th.

In 2023, we saw sales and clicks from the Rakuten Advertising Network start to pick up from the 7th, 8th, and 9th of November. This year, a significant uplift in sales began as early as November 4th, with a YoY growth of 85% across the APAC region, once again suggesting that consumers are savvier than ever, starting their deal-hunting even earlier.

It’s Still Growing

Amidst a slowing economy in China, Singles’ Day remains a significant opportunity in the APAC region, as we are still seeing growth compared to last year.

With the average growth of 37% across the region just before the Singles’ Day weekend, Macau and New Zealand were the regions showing the biggest YoY growth, bringing in almost double the sales compared to the same period in 2023.

Singles’ Day is no longer just an Asia phenomenon; it’s gained substantial recognition in the USA and UK as well. Awareness levels in these regions are increasing steadily, translating into significant uplifts in sales for both the USA and UK.

Given the current trends, it’s safe to say that Singles’ Day still hasn’t reached its full potential, and we expect to see even more growth in 2025.

Bring Back the Bling

The biggest revenue-generating vertical for 2024 is Apparel & Accessories, with a 20% increase in sales from last year. However, it’s not the only vertical that’s been growing this year.

The biggest sales growth goes to Art & Collectibles in the APAC region, with a 400% increase from last year. In fact, strong uplifts can be seen across various verticals; Jewelry, Garden Supplies, Books & Magazine Stores, Food & Drink, and Health & Wellness have all increased by more than 50% compared to last year.

When it comes to what people like to browse, Garden Supplies and Jewelry have been gaining popularity, generating 130%+ more clicks than last year. Books & Magazine Stores is another strong-performing category, earning 111% more clicks YoY.

In terms of transaction numbers, once again Jewelry made the chart. With 158% growth in orders versus 2023, Jewelry is certainly trending to the top this Singles’ Day season.

Expanding Beyond Borders

Singles’ Day remains a significant retail event for the APAC region, driving substantial sales and consumer engagement year after year. Its influence, however, is no longer confined to Asia.

As Singles’ Day continues to expand its reach and impact, it is poised to become a truly global shopping phenomenon, offering immense opportunities for growth and innovation in the retail sector.

Let us show you how to make the most of these insights and create innovative partnerships that outperform. Get in touch with our team or visit RakutenAdvertising.com today.