Singles day is held each year on November 11th in China in celebration of single individuals.
China's Amazon equivalent, Alibaba, decided to utilise this tradition and in 2009 launched ‘Double 11’ a ‘discount day’ where items were sold at a fraction of the price, similar to that of Black Friday.
When sales quadrupled in its second year, Alibaba trademarked Singles Day as November 11th which has now turned into the world’s biggest online shopping event.
Each year the celebration grows and we see more brands and celebrities from across the globe getting involved with the event.
This year, Singles Day kicked off with a televised gala with appearances from; One Republic, David and Victoria Beckham, Kobe Bryant, Scarlett Johansson and Victoria's Secret models, Josephine Scriber, Alessandra Ambrosio and Sui He.
(Scarlett Johansson with Alibaba Chairman)
(Kobe Bryant making an appearance at the gala)
(Victoria's Secret strutting their stuff down the runway at the Singles Day gala)
In China, the event is referred to as the Global Shopping Festival and according to Fortune, in 2015 Singles Day had double the online sales of Thanksgiving, Black Friday and Cyber Monday combined and 2016 did not disappoint with 12 billion dollars being spent just in the first 12 hours!
The Chinese have got not only one of the biggest online shopping events of the year, but they have also come to the UK with one of the most spectacular performances – Dynasty, by the Chinese State Circus.
Don’t worry you can still buy a ticket here for this unmissable show – www.chinesestatecircus.com