October 11, 2023
November is a month packed with exciting events in the marketing calendar for online retailers to capitalise on. We know about Black Friday, but there’s a hidden gem that's catching the world's attention - Singles' Day. Originating in China, this celebration has blossomed into a global shopping extravaganza that can go toe-to-toe with Black Friday and Cyber Monday in terms of sales and excitement for consumers.
The Fascinating Origins of Singles' Day:
Picture this: Singles' Day, a rebellious response to Valentine's Day in China during the early '90s. Why November 11th, you ask? Well, it's all about the symbolism - 11/11 represents the single life, and this day was initially created for singles to treat themselves or engage in some retail therapy.
From Humble Beginnings to a Shopping Spectacle:
What started as a quirky way to embrace singledom has snowballed into one of the biggest online shopping events worldwide. Just to give you an idea of its scale, in 2022, Alibaba alone raked in a jaw-dropping $84.5 billion in sales during the 24-hour Singles' Day frenzy, smashing its previous record.
A Global Phenomenon:
Singles' Day might have sprung from China, but it's now a global sensation. People and businesses all over the world eagerly join in the festivities.
Shop Till You Drop, Virtually:
The majority of Singles' Day shopping happens online. In 2022, mobile shopping took centre stage, accounting for over 90% of the sales. Better yet, you're not limited to one category; you can find deals on everything from gadgets and fashion to makeup and home goodies so no matter what your sector there’s stacks of opportunity to get involved.
So, How Can You Make the Most of This Celebration?
Here are some tips:
- Start Early:
Begin your Singles' Day social media strategy as early as possible. Ideally, get the ball rolling a few weeks ahead of time to build that buzz and anticipation among your audience.
- Set Clear Goals:
Figure out what you want from Singles' Day. Is it to boost sales, get your brand noticed, or gain more followers? Setting clear goals will be your key to success throughout this promotional period.
- Offer Incentives:
If you can't give discounts, think about sweetening the deal with free shipping or a tempting signup bonus. Singles' Day is brimming with potential customers ready to hit that "buy" button.
- Create Engaging Content:
Spruce up your posts with eye-catching images and videos. Show off your products or services and highlight the irresistible offers, discounts, and exclusive deals up for grabs on Singles' Day.
- Run Contests and Giveaways:
Keep your audience engaged by hosting fun contests and giveaways connected to Singles' Day. Encourage users to interact with your posts - this not only boosts ad performance but also helps you collect valuable data.
- Don't Forget About Retargeting Ads:
Remember to put those retargeting ads to good use, especially on platforms like Facebook and Instagram. Reach out to users who've shown interest in your products but haven't made the plunge on Singles' Day.
Whether you’re new to the game or this is your first Singles’ Day, use 11th November as a test to bag some key learnings ahead of Black Friday & Cyber Monday. If you’re looking for a helping hand in delivering high performing Paid Social campaigns throughout Q4, get in touch with our team using the button below.
