In 2016 the world’s largest 24-hour online sale became even bigger. This year, it rang up an eye-popping $17.8 billion in sales, up from $14.3 billion last year. And no, I’m not talking about Black Friday or even Cyber Monday. I’m referring to Single’s Day or Guanggun Jie as it is known in China.
“To put this in perspective, online sales in just one day in China is more than Brazil’s total projected e-commerce sales for all of 2016.” Forbes
Have you heard of Singles Day? If you haven’t you may be missing a trick. Think of it as an anti-Valentine's festival meets Black Friday. Singles Day is an opportunity for young Chinese to celebrate the fact that they are proud of being single and with 20 million more men than women under the age of 30, there are quite a few singles out there. The date, November 11th (11/11), is chosen because the number "1" resembles an individual that is alone.
- Alibaba reported a staggering 82% of purchases had been made on mobile phones during Singles Day.
- Alibaba’s affiliated payment system handled more than 1 billion transactions during the 24-hour sale.
- Alibaba’s logistics arm, Cainao, helped deliver 657 million packages.
- Chinese shoppers spent $17.8bn in 24 hours.
- More than $12bn was spent on shopping website Alibaba in the first 12 hours of Singles Day this year. It surpassed $7bn in the first two hours alone.
How to drive sales in the run up to Valentine’s Day:
Perhaps now is the time to ask what more can be done to turn February 14th, Valentine’s Day into an even bigger e-commerce event. Currently this romantic time of the year is reserved for jewelry, candy, nights out and cards but Alibaba has proved that there are more opportunities out there.
A few companies are cottoning on to this and have been getting creative with their campaigns regardless of whether their product is traditionally considered romantic.
Binge for Love
Although seen as a romantic night out, this did not stop Netflix suggesting that their product was perfect for Valentine's day. Netflix suggests that if you want to get the date you need to do your homework by binge watching their favourite Netflix shows.
It’s not just the gifts and the date that need to be considered for Valentine's, Topshop took it a step further by helping their customers pick out the date outfit too. To make the process even easier they provided a shoppable gallery and video.
As the movie was launched around Valentine’s day they decided to have a bit of fun with the promos. They designed a cheeky campaign giving the impression that the film was a romance rather than an action movie.
If you’re interested in upping your marketing game for Valentine's day, take a look at BeeLiked. We offer easy to set-up social media marketing campaigns to suit every business and platform including our new Price Drop. From Twitter contests, to holiday-themed online games, there’s an option for every campaign.
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