Now that Halloween’s over, which marks us to a new month bringing us much excitement as 11.11 inches closer. And no, we’re not talking about the time 11.11 a.m. or p.m.
We’re talking about November 11. Also known as 11.11 Singles day. That’s right, even solo individuals get to have their own happy celebration in honour of being single. In fact, we can also take this opportunity as a reminder that we should appreciate our families and friends.
HOW DID IT START?
It originated at Nanjing University, China in 1993, which grew out as a university’s dorm culture to celebrate and curb out the negativity of being single. The holiday was named Single’s day because of its date; 11/11 (November 11), which consists of four “ones,” representing four singles.
Due to the resemblance of the number – one (single), 11th of November (11/11) was picked as the day to celebrate Singles’ Day. With the rise of single-hood in China due to the gender gap, people started embracing this occasion more.
Alibaba spotted the commercial opportunity on this occasion back in 2009 and capitalized it. They began launching the “Double 11” deals then.
Image from: MIT Technology Review
This was an ideal chance to boost sales as this occasion falls right between China’s ‘Golden Week’ national holiday in October and the Christmas season.
By 2011, more than $656 million was spent across Alibaba’s platform alone that day. Singles’ Day in 2011 was dubbed the Singles Day of the Century because it was 11.11.11. Sure enough, sales almost quadrupled the following year.
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