Singles’ Day Logistics | Putting Black Friday to shame

Amy Clifford

Singles’ Day is the world’s biggest shopping holiday, but most people don’t know what it is…

You’ve definitely heard of, even probably participated in shopping days like Black Friday, Cyber Monday and Amazon Prime Day.

Singles’ Day, outshines all of those as the biggest physical and online retail day in the world. 

And at the heart is logistics, the unsung hero behind the scenes, keeping supply chains moving, delivering goods and making happy customers. 

What is Singles’ Day?

Singles’ Day, also known as Guanggun Jie (光棍节), is an unofficial holiday celebrated on 11 November every year. The date 11.11 was of course no accident. It was chosen because the number 1 represents a single individual, and the 11th day of the 11th month has all the 1s!

Initially, it was a humorous celebration for single people in China – a kind of an anti-Valentine’s Day – where single people would celebrate their independence and promote self-love.

Over time, Singles’ Day has evolved into the world’s biggest online shopping event, surpassing even Black Friday and Cyber Monday in terms of sales. This transformation was largely driven by the Chinese e-commerce giant Alibaba, which spotted the opportunity in 2009 to get behind the day and target singletons with campaigns, discounts and promotions. 

Gaining traction in the UK

Since its origins, Singles’ Day has evolved into a global shopping festival extending beyond Asia, with retailers all over the world encouraging consumers, single or not, to use the day as an opportunity to indulge in a little retail therapy.

Although Singles’ Day in the UK has not yet reached the same level of frenzy as in China, its presence is growing. With online shopping connecting supply chains all over the world, and growing digital coverage, UK consumers are more aware of international shopping events like Singles’ Day.

How can UK businesses get involved?

For businesses based in the UK, can Singles’ Day offer up some real commercial opportunity?

Let’s take a look…

1. Tap into a global marketPLACE

Singles’ Day may not be as wild in the UK – yet, but the demand is there in Asia, and beyond. Luxury items, cosmetics, electronics, fashion and apparel are hugely popular at this time. By globalising your supply chain, you could boost sales and access a massive global consumer base eager to take advantage of your goods.

2. Offers & promotions

Singles’ Day shoppers are looking for a bargain! Product positioning and promotion could open up new opportunities or a potential way to clear out old or excess inventory. Offering attractive discounts on older stock can make room for new products and reduce holding costs.

3. Grow your brand

By getting involved with Singles’ Day could open up your brand and products to a whole new audience. Whether it’s through sales or perhaps leveraging digital marketing through social media, influencer partnerships or email marketing to attract and engage new and existing customers.

4. Data Collection and Analysis

Singles’ Day provides a wealth of consumer data that can be analysed to enhance your understanding of customer behaviours, preferences, and trends. This information can be invaluable for future marketing strategies, product development and to help gauge if shopping festivals like Singles Day and Black Friday could be of benefit to your business.

5. Competitive Edge

As an emerging shopping holiday in the UK, aligning with Singles’ Day could give you a competitive edge and enable your business to take the lead in your industry. 

Logistics is the partner you need on Singles’ Day!

If you are intrigued by Singles’ Day and want to explore the possibilities, logistics is the way to bring it to life!

From warehousing to scalable solutions, your business can concentrate on what you do best, and lean into a logistics partner (like us!) to make it a reality.

Taking your business out onto the global stage may sound daunting, but we could be the team to walk you through it. With years of expertise under one roof, a global network of suppliers and integrated customs solutions, we specialise in building sustainable, collaborative relationships with our customers, that support your long-term goals.

Speak to a member of our friendly and expert team

We can talk through your aspirations and understand the inner workings of your supply chain to offer practical commercial guidance and hands-on support. 

Is Singles Day 2025 on the agenda for next year? Let’s make it happen.

News
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