In Insight, Retail, Trend

Singles’ Day was started in 1993 at Nanjing University as a day for students to celebrate their singledom, and they selected 11/11 because the 1’s symbolize solo living. Alibaba realized Singles’ Day could be a marketing opportunity, and in 2009 they launched their first shopping event on 11/11, with 27 brands generating total gross merchandise volume (GMV) of $7.8 million. Over the past decade, Alibaba has transformed the holiday into a massive one-day shopping event.

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