What is Singles’ Day? Chinese holiday celebrates people not in relationships

There’s an alternative version of Valentine’s Day — but you are allowed to celebrate it only if you are not in a relationship.

Singles’ Day has become an annual celebration in November. While it was initially intended as a jab at those in committed relationships, it quickly evolved into a day about loving yourself and appreciating the people in your life.

Whether you’re happily single or in a relationship, Singles’ Day represents the perfect opportunity for you to treat yourself to some well-deserved self-love.

For fans of the American sitcom Parks and Recreation, imagine the day as a hybrid of Galentine's Day and Treat Yourself Day. But while it has humble origins, the day has grown into a major retail event, especially in China. This makes it perhaps the biggest holiday you’ve never heard of.

Read on to find out why Singles’ Day started and how it is celebrated.

When is Singles’ Day 2023?

Singles’ Day is always held on November 11. which will be on Saturday in 2023.

What is Singles’ Day?

Singles' Day, also known as Double 11 or 11.11 given the date it falls on, is an annual shopping holiday in China. It was originally created as a day for single people to celebrate being unattached, symbolised by the date consisting of four "1s."

Called "Guanggun Jie" in Chinese, the day originated in the 1990s as a sort of anti-Valentine's Day celebration. A group of single students at Nanjing University began to commemorate the day to celebrate their single status. It was initially a lighthearted event, where they would organise social activities and gatherings, and exchange humorous gifts among single friends.

It quickly developed into a joyful, unofficial holiday where single people indulge in beautiful dinners and splurge on items they ordinarily wouldn't purchase for themselves.

Singles’ Day has grown to become the most lucrative online shopping day in the world, with sales as high as $25 billion (£20bn) in 2017. This grew to $157bn (£128bn) in 2022, according to Queue It, making it one of the biggest global festivals in terms of spending. Various online retailers and e-commerce platforms offer significant discounts and promotions, similar to Black Friday in the US.

In 2009, Chinese retailer Alibaba was one of the first to launch a Singles’ Day event to coincide with the holiday. Although it’s not an official holiday, it is celebrated throughout China and is gaining popularity worldwide.