Singles Day growing popularity in Europe

By 11 November 2021 December 9th, 2021 Advertising, Uncategorized
happy singles day

Singles’ Day may not yet be known among the general public in the Netherlands, but the fact is that it is gaining popularity every year. In recent years we have been talking more and more about Black Friday and Cyber ​​Monday. And we see that Dutch companies are increasingly responding to it both online and offline. This is for good reason: these days are one of the biggest sales moments in the world and especially in the US and Europe. But what about Singles’ Day? Is it smart for your company to respond to this?

What exactly is Singles’ Day?

Singles’ day is a holiday that originated in China. As the name suggests, it started out as a sort of anti-Valentine’s Day. Singles’s Day takes place on November 11 (11.11), because the date numerically only consists of the number “one”. It is a relatively new phenomenon in which singles treat themselves with presents. And you guessed it, this day is one of the biggest sales days in the world!

Singles day
The well-known company Alibaba has helped with the popularity of these days. They make it one of the largest sales day in the world. Sales saw the biggest increase in 2020. (Source: Statista)

According to Techcrunch, this day is 2.5 times bigger than Black Friday and Cyber ​​Monday combined. Alibaba has not only achieved huge turnover but also the number of orders is increasing every year:

singles days
Alibaba received approximately 2.32 billion orders within 24 hours on Singles Day in 2020! (Source: Statista)

Now you will think “It’s nice that it is so popular in China, but hardly anyone knows anything about this here.” Despite it not being comparable to the popularity of Sinterklaas and Christmas, we do see that Europeans are becoming more and more known with this phenomenon:

singles day in europe
Since 2020, consumer awareness in Europe continues to grow. (Source: Statista)

As you can see, awareness in Europe is quite at a high level, with Germany and the Netherlands leading the charts. The largest growth can actually be seen in the Netherlands and Belgium.

Why your company should take Singles’s Day into account

Since Black Friday and Cyber ​​Monday have soared to prominence and popularity, more and more companies are looking for a way to stay one step ahead. In recent years, we have seen a huge amount of pre-Black Friday Sale campaigns, Countdown campaigns to even Pre-Registrations for Black Friday Sales. Because Singles’s Day already takes place in November, you can respond much earlier to consumer behavior trends and attract customers much earlier, before they spend their money for the holidays. Read our previous blog to learn how to get ready for the holidays!

Do you want to make the most out of the holidays? Then consider starting with Singles’s Day promotions. Ideally, it is wise to start a marketing campaign a few weeks before Singles’ Day, but it is also possible to start with a smaller promotion on the day itself. Consider, for example, the use of social media to test the sentiment among your target group via poll ads/posts.

Would you like to receive more advice or ideas about this special day and advertising opportunites? Please contact us. We are happy to help you!



Hamerstraat 1-E
1021 JT Amsterdam
020 215 9360


Frederiklaan 10E
Kick Offices Philips Stadion Ingang 3
5616NH Eindhoven
040 231 3360