DHL’s Logistics of Things site reports that Singles’ Day began among students at Nanjing University in 1993, and that Alibaba turned it into a shopping event in 2009 with about 50 million yuan in sales from about 27 merchants. By 2018, DHL cites a record 213.5 billion yuan in sales, up 27 percent, based on South China Morning Post figures.
This guide explains what Singles’ Day is and how to shop it, using DHL’s account. The DHL article was published on 6 November 2019 and modified on 15 May 2025, and I found no newer sales figures, so treat the numbers as historical and unverified by me. In 2026, 11 November falls on a Wednesday. The shopping advice is our own, with support from Which? and NBC Select.
Where Singles’ Day Came From
DHL’s account says the day was created by Nanjing University students in 1993 as a celebration for people who were not in a relationship, and that the date 11/11 looks like four single sticks. Alibaba, founded in 1999 in Hangzhou, adopted the date in 2009 for its Tmall platform and turned it into a shopping festival.
| Year | Event (DHL) |
|---|---|
| 1993 | Nanjing University students start Singles’ Day |
| 1999 | Alibaba founded in Hangzhou |
| 2009 | Alibaba adopts 11/11 for Tmall; about 50 million yuan from about 27 merchants |
| 2013 | 2 billion US dollars in the first three minutes and 5.8 billion over 24 hours |
| 2015 | A nationally televised gala begins |
| 2018 | Record 213.5 billion yuan, up 27% (SCMP, per DHL) |
How Big It Became
DHL says Singles’ Day sales surpassed Black Friday and Cyber Monday combined within four years of its launch, though it gives no year for that comparison. Other platforms copied the idea with their own dates, such as Lazada’s 12.12, Shopee’s 9.9 and Qoo10’s 10.10.
| Copycat event | Platform (DHL) |
|---|---|
| 12.12 | Lazada |
| 9.9 | Shopee |
| 10.10 | Qoo10 |
Because DHL’s figures stop at 2018, I cannot say how large the event is today.
How to Shop Singles’ Day
These tips are ours unless noted. Set a budget first, decide what you need, and record normal prices now. Which? found that 83 percent of 175 products it tracked from the 2024 UK Black Friday sales were cheaper or equal at least once in the year, so discounts are not always the lowest price. NBC Select recommends price-history tools and checking return and price-match policies.
| Step | Action |
|---|---|
| Budget | Set a total limit and a buffer |
| List | Rank what you need |
| Price check | Use a price-history tool for your market |
| Seller | Check reviews and return terms |
| Shipping | Check delivery time, fees and customs |
Cross-Border Buying Risks (Our Guidance)
If you buy from overseas platforms on 11 November, check delivery times, import duties, return costs and warranty coverage, because these can erase a discount. This is general advice, not sourced data. For safe-shopping habits, see our guide to AI phishing attacks.
Using the Day Wisely in 2026
With 11 November on a Wednesday and Black Friday on 27 November, you can use Singles’ Day to test prices. Our suggestion: note which items are cheaper on 11 November, then compare them with Black Friday offers before buying. Keep wider spending in check with the 50/30/20 budget rule.
