You might think that Singles’ Day lasts one day. Wrong. And that it’s a celebration for those who are single. Wrong again. In China, Valentine’s Day for singles has been turned into a shopping spree that lasts five weeks this time. But why? And what are retailers planning?
Weeks-long seduction campaign
Singles’ Day is starting exceptionally early this year. The annual shopping day traditionally falls on 11 November, but major platforms such as Alibaba, JD.com, and Douyin have already started their promotions mid-October this time. Retailers hope to revive sluggish consumption in the world’s second-largest economy, according to Reuters and the BBC.
