The economic phenomenon of the century: how an unofficial bachelors’ celebration turned into a massive shopping spree

Every year on 11 November, Singles’ Day (or Guanggun Jie) is celebrated around the world. The holiday originated in the early 1990s amongst students in China as a light-hearted alternative to Valentine’s Day and a way to cheer up people who are not currently in romantic relationships.

The date 11.11 was not chosen at random: in Chinese numerological symbolism, four ones resemble solitary sticks (‘bare branches’), which are associated with single people who have not yet started a family of their own.

The origins and evolution of the festival

It is believed that the tradition of celebrating this occasion dates back to 1993 at Nanjing University, where four students decided to organise a party to mark their single life. Initially, the idea was to create a positive occasion for socialising, self-expression, treating oneself and meeting new people.

Over time, the festival spread beyond university campuses and became hugely popular amongst young people across Asia:

• A culture of self-respect: the main message of the festival is the ability to value one’s own independence, look after oneself and take pride in one’s personal achievements.
• Dating traditions: despite the date’s association with being single, it is on 11 November that many countries hold large-scale speed-dating events and wedding ceremonies, as the combination of four ones is considered auspicious for starting new relationships.

The economic dimension and World Shopping Day

In 2009, the concept of Singles’ Day underwent a massive transformation when the largest e-commerce platforms turned 11 November into a huge day of online discounts. The idea was to encourage people to treat themselves.

Today, 11 November is known as World Shopping Day, which significantly outstrips the American ‘Black Friday’ (Black Friday) and ‘Cyber Monday’ (Cyber Monday). Singles’ Day has become a striking example of how a local student holiday has evolved into a global cultural and economic phenomenon.

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