Singles’ Day: The Single Biggest Shopping Holiday

Tips for Advertisers

Singles’ Day: The Single Biggest Shopping Holiday

3 Minute Read | October 14th, 2021

Carrie Pittman

Carrie Pittman
Head of Marketing

Singles’ Day shopping outpaces Black Friday, Cyber Monday, and Prime Day, posing a huge opportunity for global marketers and advertisers.

What is Singles’ Day/Double 11?

Are you familiar with China’s “anti-Valentine’s Day,” which is coming up on 11/11?

Singles’ Day, also known as Double 11, is an unofficial holiday that is officially the largest shopping holiday in the world.

What is Singles’ Day/Double 11?

Dating back to the 1990s, 11/11 celebrates those who are not in relationships, and has become a massive retail holiday, bolstering ecommerce sales leading up to, and on, the eleventh of November each year.

This isn’t just any shopping holiday: Singles’ Day shopping outpaces Black Friday, Cyber Monday, Prime Day, and the 618 Chinese Retail Festival YOY, and only continues to grow.

Alibaba’s Gross Merchandise Volume on Singles’ Day From 2011 to 2020 (In Billion US Dollars)
click to enlarge

While the shopping holiday is an opportunity to share gifts with friends and family or treat oneself, it’s also a huge opportunity for marketers and advertisers to reach engaged audiences.

What are the Latest Singles’ Day Trends?

The COVID-19 Pandemic and lockdown restrictions further spurred on the digital and mobile trends around Singles’ Day.

Mobile Shopping means a big opportunity for digital advertising during the Singles’ Day holiday (and in the weeks leading up). Marketers can make an impact with innovative ad formats like splash ads and rewarded video ads, as shoppers spend more time engaging with ecommerce apps and sites, and buying online.

Live-streaming ecommerce also drove major spend and engagement in 2020, and we expect that trend to continue for 2021. Live Streaming gives shoppers a chance to learn about new products while also pushing the urgency to buy now. Because this happens virtually, rather than in stores, it also gives marketers, advertisers, and DSPs a chance to get in front of hyper-engaged consumers.

Finally, global expansion is another key Double 11 trend. The popularity of the Singles’ Day Holiday is quickly stretching beyond the border, gaining traction in the APAC region and even as far as the United States. We expect more countries to join in on the festivities, giving global consumers a chance for a little retail therapy from the comfort of home.

Indexed Revenue on the Smaato Platform (APAC Region, October 1 - December 1, 2020)
click to enlarge

Key Takeaways: How Can Marketers and Advertisers Make an Impact During Singles’ Day

1. Start Early: Singles’ Day pre-sales begin mid-October (or sooner).

Singles’ Day shoppers have easy access to online shopping resources, and are starting their research for potential purchases earlier and earlier. It is a prime time for marketers and advertisers to capitalize on the success and traffic of Singles’ Day, and to start their campaigns early.

2. Know Your Audience

While Double 11 is an increasingly global event, the majority of shoppers are in China. Consider tailoring your advertising content to reach this key demographic, including translating ad content to Mandarin.

3. Optimize Ad Experiences for Mobile

Online shopping is becoming increasingly mobile-centric. Customers want to make purchases easily and on-the-go, and mobile social media apps have further encouraged this behavior.

4. Consider Innovative Ad Formats to Captivate Singles’ Day Audiences

From eye-catching creative placements like native rich media and splash ads, consider formats like shoppable ads to make the online purchase experience even more seamless.

5. Reach Engaged Audiences Through Pre-Packaged Deals

Smaato offers a Singles’ Day Shoppers pre-packaged deal to make it easy for marketers, advertisers, and DSPs to get in front of the right audience. Simply sign in to SDX, and check out the deal in our Marketplace tab. To learn more about how Smaato can help you boost impressions, give us a call.

Want to learn more?

To learn more about Singles’ Day and performance during the holiday on Smaato’s own platform, check out our complimentary overview.

Learn More

Recent Blog Posts

RTB Targeting Parameters for OTT/CTV Line Items OTT/CTV

RTB Targeting Parameters for OTT/CTV Line Items

Singles’ Day: The Single Biggest Shopping Holiday Tips for Advertisers

Singles’ Day: The Single Biggest Shopping Holiday

The Challenges of CTV and How to Overcome Them Ad Formats

OTT Blog Series: The Challenges of CTV and How to Overcome Them

What Is Native Advertising, and Why Do Publishers and Marketers Need It? Ad Formats

What Is Native Advertising, and Why Do Publishers and Marketers Need It?