Alibaba created the modern Singles’ Day shopping festival in 2009.
The event was first promoted on November 11, a date written as 11/11 and associated in China with single people. Alibaba used the occasion for an online promotion involving a small group of participating merchants.
The shopping event grew rapidly as more brands, platforms and consumers joined. It became one of the world’s largest annual online retail promotions, extending beyond Alibaba’s original Taobao and Tmall ecosystem.
Singles’ Day is also called Double 11 because of the repeated ones in the date. It is distinct from Valentine’s Day and from the American Black Friday shopping event, although retailers often use similar discounts, livestreams and limited-time offers.