Singles’ Day is embraced by young consumers who intend to buy Fashion, also on Black Friday

Consumers’ awareness around Singles’ Day as a sales event is not yet high enough to make it a serious contender of more traditional sales events like Black Friday, Halloween, ‘Sinterklaas’ and Christmas. In Germany, only 6% of consumers are aware of the Singles’ Day sales event, and the corresponding share is 14% in the Netherlands and 17% in Norway. In comparison, consumer awareness around Black Friday is at 70% or above across all three countries.

The relatively low level of awareness is not surprising as Singles’ Day is a new sales phenomenon in Europe. However, the level of awareness is expected to grow as the popularity of Singles’ Day continues to blow over from Asia. Originating in 1993 at the University of Nanking in China, Singles’ Day is an immensely popular holiday with Chinese youngsters today, who are proud to be single and want to celebrate. The festival takes place on November 11 (11/11) because the number one symbol stands for being alone.

We see that 46% of consumers who intend to shop on Singles’ Day will focus on buying Fashion. Cosmetics and Health products are also overrepresented. Singles’ Day Shoppers are predominantly younger, with the age bracket 18-34 years old being overrepresented.

52% of all shoppers who intend to purchase on Singles’ Day, also intend to purchase on Black Friday.

From a target group perspective, Singles’ Day Shoppers are quite similar in profile to the Halloween Shoppers, as these two sales events are strongest in attracting younger consumers. But Singles’ Day Shoppers are more Fashion oriented than Halloween Shoppers – who instead aimed to buy Hobby Articles, likely for seasonal art and craft activities, decorations and costumes. And as Black Friday Shoppers are Fashion oriented too, we see that half of all Singles’ Day Shoppers also intend to buy on Black Friday.

Of all consumers who intend to make a purchase during at least one of the major sales events leading up to Christmas, we see that 3% of Norwegian and Dutch consumers state that they will purchase during the Singles’ Day sale – and 2% in Germany. But taking the comparatively low awareness of the Singles’ Day sale into account, the sales event still performs well.

In Norway and the Netherlands, around 20% of those aware of Singles’ Day intend to make a purchase. And the conversion from awareness to intended purchase in Germany is even higer at 33%, since only 6% of consumers in Germany are aware and 2% intend to purchase. Based on these reasonably high conversion levels, Singles’ Day is expected to grow as awareness increases. And it grows compared to last year, when only 1-2% of consumers in all three countries purchase.

For a more in-depth analysis and prediction of consumer behavior during peak season and various e-commerce sales events, read our blog posts about 'Peak Season 2020' as well as a detailed outlook on Peak Season Fashion purchases in the Netherlands, Germany and Norway (coming soon).

What is next?

We will take a closer look at Fashion in Norway, and dive into the impact of consumers’ mobility on e-commerce purchases soon. Stay tuned!