Singles Day sustained its tradition of breaking sales records year by year. In 2018, the Chinese sale date achieved up to $ 30 billion in sales, exceeding the total amount of Black Friday and Cyber Monday together. This year, what seemed impossible just happened, Singles Day was even more successful in China, breaking its own record by reaching $ 31 billion in only 16 hours and closing the Chinese day with $ 38.4 billion, according to Alibaba.
But it was a predictable win since the first minutes, just one hour after Singles Day has begun, Alibaba announced on twitter that sales reached $ 12 billion and by 6:30 the number achieved $ 20 billion.
In China, the sales is already over and in 24h Alibaba registered $ 38.4 billion in sales, a jump of 26% in relation to the previous year. Which means that it is the world’s biggest number achieved in an only sales day.
And the promotion hasn’t finished worldwide, so from where these huge numbers came, we can still wait for more. Singles Day is known in China as the opposite of Valentine’s Day and it is when single people have the chance to celebrate its independence by buying presents for themselves. But what was created by Alibaba as an opportunity to increase sales has now become the world’s biggest promotion date. It is celebrated not only in the online world but also counts with a huge event held in China, which this year had Taylor Swift as a starring performer.
But Singles Day or Double 11, as it is also called, has never been so popular in other regions, such as Latin America. The promotion was available in several Chinese e-commerces for Latin Americans in previous years, but it is the first time that Alibaba has really put the effort in order to make the promotional date as famous as Black Friday in the region, especially in Brazil.
AliExpress has already announced that besides all the investment to increase AliExpress sales in Brazil during the 24h of promotion, the Chinese retailer has also made a partnership with the Brazilian fintech EBANX to generate awareness and reach a biggest share of Brazilian audience. The campaign lead by EBANX has the Brazilian TV Host Sabrina Sato as the star and other cross-border e-commerces such as UseGiraffe and Tienda Mia has also joined the initiative.
But it isn’t only Brazil that has huge expectations about Singles Day in Latin America, EBANX is also leading a campaign in Mexico with the same goal of making it as popular as Black Friday. The Mexican version is starred by the actress, singer and ex-RBD Maite Perroni and has the fashion brand Shein as its main brand.