11.11 Singles’ Day: How it Became the World’s Biggest Shopping Day + Marketing Campaign Ideas

11.11 Singles’ Day was born out of a playful student celebration in China, and it exploded into the biggest e-commerce event in the world. In 2023, Alibaba had $84 billion in sales in just one day, exceeding Black Friday and Cyber Monday combined. 11:11 is also believed as manifesting time, so many brands use taglines with the word “manifest”.

Now, the 11.11 event has become a major digital marketing event, and brands begin preparing for the event months in advance.

The Story Behind 11.11 Singles’ Day

The celebration of singlehood originally began in the 1990s at Nanjing University, when single students created an ironic holiday to celebrate being single. November 11, or 11.11, was chosen as the date because of the four solitary 1's.

Flash forward to 2009, Alibaba took the day and created an online shopping event with discounts and live entertainment to build interest. A uniquely local cultural event spawned an online shopping day that turned into a global celebration linking emotional expression, entertainment, and e-commerce.

How 11.11 Became the World’s Biggest Shopping Day

The rise of Singles’ Day was fueled by innovation and smart 11.11 digital marketing that blended culture with technology. Platforms like Lazada and Shopee carried this beyond China, making it a Southeast Asian retail tradition.

In just 2023, Taobao Live streamed over 400,000 sessions of livestream events that connected entertainment to instant purchasing.

Brands like Xiaomi, Shein, and Nike are using 11.11 to launch limited products or formulate early holiday launches.

Why 11.11 Matters for Brands and Marketers

Singles’ Day has now become a common fixture in every brand's marketing plan and for good reason. The buying intent is massive. Consumers view 11.11 as the "official" starting date for the holiday shopping season. 

Many shoppers intentionally delay purchasing major items until Singles’ Day. There is a term “Psychological urgency” when a person sees 24-hour "buy now", it creates a greater conversion rate, similar to Black Friday, but earlier. 

For brands, it’s a winning moment to reach a high-intent audience and close out the year.

Marketing Campaign Ideas for 11.11 This Year (2025)

Limited-Time Bundle Deals or Exclusive Packs (24 Hours Only)

Promote ‘11.11-only’ editions, or combo deals.

For example, AliExpress has launched “Bundle deals US $1.33 on 1 item” limited to the event’s one day, ideal for a simple yet effective Singles’ Day marketing tactic.
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Self-Gift Messaging (“Treat Yourself” Angle)

Encourage consumers to buy for themselves—not just others.

Example: Amazon’s “Treat Yourself” campaign turned self-care into commerce.

Perfect for your Singles’ Day digital marketing ideas list.
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Creator and Livestream Collaborations

Collaborating with creators on TikTok Shop, YouTube Live or Instagram, will generate engagement with a target audience, rest assured:

Platforms such as Alibaba or Taobao integrate “Buy Now” calls-to-action into their livestreams to drive immediate conversions.

Below is an example of Huawei’s livestream running today, on November 11, 2025, on TikTok. The “Buy” call-to-action button directs viewers straight to their Lazada store, one of the largest e-commerce platforms in Asia.
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Aggressive Retargeting for Abandoned Carts

Utilize Push Notifications and SMS Marketing to re-engage your audience multiple times in hours and add urgency with messages like “Only until midnight… Finish your order now.” 

Many brands think that pushing products is sufficient, but 11.11 has been filled with lost opportunities and short-terms or limited-time offers. As long as you've used an automation platform like Mailchimp, or a CRM tool like HubSpot, you should be setting up automated workflows ahead of the event that follows up with visitors who were on your website, left items in their cart, or abandoned their cart during the event.

Below is an example of the 11.11 retargeting “Flash” campaign run through the SMS channel on November 11, 2025, by M1, a Singaporean telco.
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Multilingual Offers for Global Audiences

Rather than offering brands a sweet European rate(s) problem, check communication in your 11.11 campaign - 11.11 adapted content communicated in language, pricing (currency) along with your visuals.

For example, Shopee recreated 11.11 deals for their consumers in English, Thai & Bahasa.

Top Channels to Promote Your 11.11 Campaign

After finalizing your 11.11 deals and creative, the next big step is advertising. Choosing the right platforms can make or break your campaign. Here are the best platforms to focus on:

• Meta Ads (Facebook & Instagram): Social platforms like Facebook and Instagram are where most people first learn about 11.11 deals. Brands use those platforms to run awareness and e-commerce campaigns. Video ads, countdown stories, and carousel ads showcasing your limited-time deals are all effective formats. The goal is attention-grabbing content that raises excitement even before a customer reaches your website.
• Google Ads: On the actual 11.11 date, shoppers literally go to search for deals. Queries like “11.11 sale” or “11.11 deals” will see a noticeable uptick during this time. Running Google Ads is a surefire way for your brand to show up at the exact moment shoppers are trying to find them. It’s also a great chance to catch impulse buyers who are ready to spend just because they see you offering a discount.
• Email Marketing: Your current audience is already halfway there, they know your brand. Email campaigns can remind them about your 11.11 deals, early-bird deals, and the best of your promotions. You can also send email reminders during the day to encourage urgency and drive conversions.
• SMS Marketing: SMS might sound old-school, but it is one of the quickest methods to reach people during high-traffic sales. Use brief, time-sensitive communications to inform customers about flash offers or low-stock notifications. SMS is a perfect channel to retarget customers who showed intent to buy by adding items to their cart but did not go through with their checkout.

When used together, these channels can help raise awareness, increase engagement, and will close those deals sitting in your pipeline for weeks. 

At Infini Digital, we specialize in executing high-impact 11.11 campaigns across Meta Ads, Google Ads, Email and SMS Marketing. Whether you want full-funnel strategy or campaign execution, we can help make your next marketing campaign the biggest sales moment of the year! Contact us now.

11.11 vs. Black Friday: The Key Differences

• Timing: 11.11 is on November 11 and is occurring approximately two weeks before the date of Black Friday—great for early shoppers.
• Origin: 11.11 is driven in Asia (Alibaba, Lazada). Black Friday is driven in the U.S. (Amazon, Walmart).
• Consumer mindset: 11.11 = fun, entertainment, and deals. Black Friday = big-box retail rush.

Many brands incorporate both 11.11 and Black Friday to make the sales season longer instead of making a choice between one or the other.

Final Thoughts

The largest wins for Singles’ Day happen well in advance of November 11. Pro marketers begin the audience warming and teaser email process in 14–21 days prior, continuing preload anticipation and waitlists leading up to launch.

Once the clock hits midnight, your 11.11 campaign should be prepared to convert attention into revenue.