Singles’ Day is a fantastic celebration that’s widely recognized in Asia, but it’s time for the West to catch on! This holiday rakes in hundreds of millions in retail value each year, all while flying under the radar. But retailers are finally picking up the treasure trove of opportunities that Singles’ Day marketing and sales campaigns can offer.

Originally created as a singles’ alternative to Valentine’s Day, Singles’ Day has adopted the unofficial motto: treat yourself.

Born in China, this holiday has blossomed into the world’s largest one-day shopping extravaganza – outshining even Black Friday. Its global influence keeps growing, making it the perfect time for online retailers to crank up their sales and join in on the fun.

So, let’s raise a toast to self-love, dust off your marketing strategies, and prepare for a shopping spree like no other. Get ready to embrace Singles’ Day and watch your business thrive!

Why Singles’ Day matters?

As the anticipation for Singles’ Day builds, it’s important to highlight a remarkable trend: consumers are increasingly opening their wallets to celebrate self-love. 

This upward trajectory is visually captured in the graph illustrating Alibaba’s gross merchandise volume on Singles’ Day from 2011 to 2023, showcasing just how significant this shopping phenomenon has become: 

You’ve seen the stats, you’ve checked out the graph – now let’s dive into the top marketing tips for Singles’ Day that can skyrocket your business in the online advertising world and supercharge your ROAS.

But hold up! Before we jump in, here are some fun facts about Singles’ Day to spark your next campaign. Let’s get inspired!

Singles’ Day Fast Facts

Date of Singles’ Day 2024: November 11

Celebrated since 1993, originally as a day for singles to embrace self-love

A day dedicated to treating yourself and celebrating independence

The largest one-day shopping event in the world

Over 40% of consumers plan to participate this year

Online shopping dominates, with 60% of purchases made digitally

Targeting the right audiences

First and foremost, you need to identify who will be interested in your Singles’ Day promotions. 

The main demographic is individuals in their 20s who are single. To effectively reach this audience, craft messages that celebrate their singleness, highlighting themes of self-gifting and self-care.

When geotargeting, consider these countries:

🇺🇲USA
🇨🇦Canada
🇧🇷Brazil
🇦🇷Argentina
🇬🇧UK
🇩🇪Germany
🇦🇺Australia
🇪🇸Spain
🇫🇷France
🇮🇹Italy

Top Verticals

It’s clear that prioritizing the e-commerce or dating & adult verticals during Singles’ Day is the most strategic approach. If you’re working in these areas, consider providing a discount or promotion.

You could enhance this offer by incorporating a countdown timer or widgets on the landing page. Highlighting the deadline for the promotion will encourage consumers to decide whether to make a purchase.

User Interest

The advertiser platform provides countless interest options to target users. Since Singles’ Day revolves around self-gifting, targeting specific interests can include a whole variety of self-care interests. You’ll need to be proactive about what type of customer you’re targeting. If you’re targeting single men, iGaming and Sports are great options.

Top Ad Formats

We provide a diverse array of ad formats, giving advertisers the opportunity to achieve a higher return on ad spend (ROAS). We recommend using all available formats to optimize your return potential. 

However, marketing your product or service during Singles’ Day can be challenging due to the competitive nature of ad placements. Thus, focusing on pop-under and interstitial ads is likely to be the most effective strategy.

Pop-Under Ads

Among the many excellent ad format options, pop-under ads are the most favored by consumers. It’s important to highlight that you want your ad to stand out positively, rather than annoy users. Unlike pop-up ads, which can be intrusive and aggressive, pop-under ads discreetly appear beneath the browser the user is currently using.

Interstitial Ads

One of our top-performing ad formats, interstitial ads, allows advertisers to target customers with a minimal intrusive impact. Given the competitive landscape and content overload during Singles’ Day, it’s crucial to consider the effects of intrusive ads.

Even if your ad placement is excellent, overly intrusive ads can drive customers away and hurt profit margins. We want to help you avoid that. Choosing interstitials ensures a smooth browsing experience for customers while allowing your effective ad to engage them in a way that’s more likely to lead to conversions.

As Singles’ Day approaches, it’s the perfect opportunity for brands to tap into the spirit of self-love and celebration. By crafting unique and engaging campaigns, you can capture the attention of your audience and drive conversions like never before. 

Remember, the more you embrace the fun and individuality of this holiday, the more likely you are to see results. 

Discover more tips and effective strategies to enhance your digital advertising by exploring our detailed guide to digital marketing here.

Good luck with your Singles’ Day strategies, and as always, we’re here to support you – reach out anytime with questions or ideas!