How To Build Holiday Momentum with Singles’ Day

Prime Day, one of the most profitable shopping events in the U.S., wowed shoppers and retailers alike, raking in a staggering $14.2 billion this July. Created by Amazon to take advantage of the mid-summer shopping lull, it offers two days of exclusive deals for Prime members-and it's been wildly successful since its inception in 2015.

Brands looking to get a jump on holiday sales can tap into a similar playbook with a lesser-known opportunity: Singles' Day.

Singles' Day, held annually on November 11, has grown from a Chinese phenomenon into the world's largest shopping event, outpacing Black Friday and Cyber Monday. Originally conceived in 1993 as a celebration for single individuals, Singles' Day was transformed into a massive shopping event by Alibaba in 2009. Last year, it drove more than $156 billion in global revenue for participating brands, offering customers deep discounts. U.S. advertisers have yet to fully capitalize on its potential to activate shoppers before the holiday rush.

A Chance to Get Ahead of Black Friday

Most U.S. retail brands focus their campaigns around Black Friday and Cyber Monday, but by that time, many consumers have already begun their holiday shopping. Brands are looking for that pre-holiday jump, posting deals and sales well in advance of Thanksgiving. Despite the fact that nearly half of holiday gifts are purchased in the final weeks of the season, December has become a slower shopping month, with most consumers spreading their purchases across October and November.

Singles' Day is a novel opportunity for brands and retailers to engage shoppers earlier by creating exclusive offers for 11/11 and positioning them as a way to gift themselves before the chaos of the holiday season. For example, many Chinese brands target singles with messages centered on self-care and treating oneself, which can be adapted to fit a U.S. context.

Tips for U.S. Brands

To maximize the impact of Singles' Day, brands should:

• Create compelling offers that emphasize the holiday date, such as 11% discounts or "buy one, gift one" (BOGO) deals.
• Personalize promotions to cater to single consumers or shoppers who may want to splurge on themselves, offering discounts on indulgent treats, like limited edition, luxury, or experiential gifts.
• Build urgency and exclusivity, driving engagement with flash deals or early access for loyalty members.
• Engage mobile users with app-only deals and in-app live events, using push notifications to draw them into exclusive, seamless shopping experiences tailored to Singles' Day.

The Role of In-App Advertising

As mobile shopping continues to surge, in-app advertising offers a powerful channel for reaching consumers where they spend the most time. The majority of online purchases are already happening on mobile. Brands that invest in in-app advertising during Singles' Day can tap into highly engaged users, delivering personalized and interactive ad experiences through mobile apps.

In-app advertising, particularly through rewarded video and playable ads, allows brands to find new scale and convert high-value shoppers. These ads engage users during active moments in apps -whether they're playing mobile games, socializing with friends, or checking the news-creating an opportunity to connect with potential customers in meaningful ways. For example, the same UGC videos used on social can be extended to mobile to amplify product discovery and increase purchase potential.

Reach Early Holiday Shoppers with In-App Advertising

By leveraging in-app ads, brands can build touchpoints with consumers during Singles' Day and beyond, establishing awareness before the much noisier Black Friday weekend. This strategy also sets the groundwork for effective channel diversification, helping advertisers reach consumers at multiple moments throughout their day.