Singles Day 2026: Advertising for a Party of One

November 11 is the biggest sale day of the year in Southeast Asia. Shopee, Lazada, and TikTok Shop cut prices across the region, and shoppers arrive ready to spend. Shopee alone had 400 million active buyers in 2025.

The date started with university students in China in the 1990s. Four ones on the calendar. Four people on their own. For some reason, over time it became a shopping holiday, and Southeast Asia’s platforms adopted it.

For advertisers, 11.11 means a surge of people online. Between deals, they open dating apps, start a new series, or check the scores. This guide covers when that traffic peaks and which verticals beyond retail can reach it. 

11.11 Starts Before 11.11

The biggest sale day of the year now lasts closer to a month. In 2025, Shopee ran its 11.11 campaigns for more than two weeks in each of our three focus markets:

• Philippines: October 24 to November 12
• Vietnam: October 26 to November 12
• Indonesia: October 25 to November 11

Lazada and TikTok Shop run pre-sales too. 11.11 is also the third of the region’s four double-digit sales days, after 9.9 and 10.10, so many shoppers are already in sale mode.

If 2026 follows the same pattern, traffic is already climbing. Get your campaigns live now, and keep them running until at least November 13.

Southeast Asia: Three Markets to Watch

Across Southeast Asia, 11.11 is one of the biggest online days of the year. Each of these three big Asian markets brings something different. One has the size. One has the speed. One has the habit. 

Indonesia has the biggest audience. It’s Shopee’s largest market, with $38.9 billion in GMV in 2025, up 26% on the year before. Expect the most volume here, and the most competition for it.

Vietnam is growing fast. GMV across the country’s four biggest shopping platforms reached about $16.4 billion in 2025, up nearly 35%.

The Philippines shops often. Combined GMV on Shopee, Lazada and TikTok Shop reached $22 billion in 2025, up 15%. The average Filipino Shopee user placed 11 orders that year.

Adcash sees that traffic first-hand. In the two weeks around 10.10 (October 5 to 18), we delivered more than 104 million impressions across Indonesia, the Philippines and Vietnam. Indonesia grew fastest, up 18% from the two weeks before. Shopping campaigns alone ran 50 million impressions across Southeast Asia in the same period, up 11%.

Every one of those shoppers is also a potential user for other verticals.

Verticals Beyond the Shopping Cart

Retail brings the traffic to 11.11. Here’s who else should be there.

Dating

As family events and end-of-year parties get closer, more people start looking for someone to bring along. Dating offers can borrow the sales mechanics everyone else is using. A premium upgrade at 11% off, or 11 days of premium for free, fits the date and gives people a reason to sign up now.

VOD

11.11 lands on a Wednesday this year. No weekend plans. No big night out. For a lot of singles, that means an evening at home with the remote. Schedule streaming offers for the evening hours, and pair the free trial with a discounted plan that runs through the holidays, when people have more time to watch.

iGaming and Sports

NFL on Monday. MLB awards on Wednesday. NFL again on Thursday. Sports fans have something to follow almost every night of 11.11 week. For iGaming advertisers, Singles Day week is a busy one. 

NFL. Week 9 ends with Bills at Vikings on Monday, November 9. Week 10 starts on Thursday, November 12, with Commanders at Giants. The Sunday slate also includes a game in Munich.

MLB. The season is over, but the arguments aren’t. The MLB Awards show airs on November 11, the Cy Young winners are announced the same day, and the MVPs follow on November 12. Expect a week of predictions and wagers.

NBA. The regular season is in full swing, with games most nights. Our NBA 2026–27 guide covers how to plan around the schedule.

A sports fan on a Thursday night is part of the 11.11 crowd too. Check the Adcash Sports Calendar for the dates that matter to your audience.

Where to Find Your Singles

Start with these ten markets. Southeast Asia brings the 11.11 traffic, and the rest bring established audiences for the verticals above.

Southeast Asia: Indonesia 🇮🇩, the Philippines 🇵🇭, Vietnam 🇻🇳

Established markets: United States 🇺🇲, Canada 🇨🇦, United Kingdom 🇬🇧, Germany 🇩🇪, France 🇫🇷, Australia 🇦🇺, Argentina 🇦🇷

Formats That Fly Solo

Test your formats early, while the pre-sales are running. Then move budget to what works before the peak.

Pop-under gives your offer a full window. Use it for a strong first impression, such as a dating sign-up or a streaming free trial.

Display keeps your brand in view as people move between sites during the sales. Use it to retarget visitors who didn’t sign up the first time.

Interstitial appears between page views, so it has the reader’s full attention for a moment. Keep it to one clear offer.

In-page push is strongest close to the deadline. A short message with the time left, such as “Ends at midnight,” gives people a reason to act now.

A Note for Publishers

Shoppers don’t spend the whole 11.11 season inside shopping apps. They read reviews and compare prices across the web in the weeks before the sale. If your site covers shopping, tech, fashion or beauty, that’s the audience advertisers want to reach right now.

Sports sites are seeing the lift too. Across Southeast Asia, impressions on sports sites in the Adcash network rose 64% in the two weeks around 10.10, compared with the two weeks before.

Autotag lets you show pop-under, interstitial, and in-page push ads on your pages. If your audience is in Southeast Asia, this is a good season to start.

Conclusion

So, there are some things to do before the clock strikes 11. Southeast Asia’s 11.11 sales are about to open, if they haven’t already. The traffic comes with them. Get your campaigns live this week, and keep some budget for the days after the peak. New to Adcash? Our advertiser guide covers setup.