Singles’ Day 2019: What is it? And what deals will we see?

Posted: 8 November 2019 10:56 am
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Everything you need to know about Singles' Day in 2019 – deals predictions and more.

What is Singles' Day?

By now, many of us will have at least heard of Singles' Day. But you may not know that Singles' Day is in fact the world's most profitable and biggest shopping event. It's no joke. This one event sees Chinese retailer Alibaba alone generate $20 billion in sales. Billion.

Singles' Day comes around on 11 November every year, so it's coming up this Monday. The tradition comes from a Chinese celebration for single people. During the 90s, many of the young single people of China rallied to create a celebration just for them in an effort to combat the (often) self-deprecating attitude that comes with being single. The date 11 November was chosen because of the four "1s" in the date, which are seen to represent singles.

As the day became more widely recognised and celebrated, some brands began to offer discounts on this unofficial holiday. The effect snowballed. Now all the biggest Chinese retailers offer huge deals on Singles' Day. Stores like Alibaba, JD.com, Tsmall and Taobao are all multi-billion dollar earners on this day.

So what does this mean for us Australians? Well, we can expect to see a whole bunch of sales emerge this Sunday 11 November.

Sales and deal predictions for Singles' Day 2019

We're expecting this to be the biggest Singles' Day so far for Australian shoppers. In fact, there are stores that have already started their Singles' Day sales, even though the event isn't until Monday. Net-A-Porter is an example. This store is offering 22% off its Singles' Day edit.

22% and 11% discounts are very common because they reflect the date. But of course, other brands will offer price-based deals and some will even go bigger offering 30% or even 40% off. And we have a few early predictions.

Since this is an event that started in China, we can expect that Chinese retailers will have some of the biggest deals. Look to stores like Alibaba and AliExpress for some crazy deals. These stores usually offer special prices on individual items rather than doing a sitewide offer. Keep your eyes peeled. We're also expecting both designer discount store YOOX and discount beauty store Cosme De to have Singles' Day deals. Which is good news if you like designer bags or high-end skincare like La Mer.

We're making a call and expecting some of the bigger international retailers to get involved this year. We're expecting boohoo , Nasty Gal and ASOS to be involved in Singles' Day in 2019. We're not sure exactly what the offers will look like, but the celebration has enough international hype that it's likely these brands will have a special sale come Monday. It's also probable that other designer stores will follow in Net-A-Porter's footsteps so keep your eyes on brands like Forzieri, MATCHESFASHION and SSENSE.

Generally, we're likely to see Singles' Day deals from those stores that have taken part in the past. So think David Jones, Charles & Keith, Forever New and Jurlique.

Where to see the Singles' Day sales

As we do with all sales events from Afterpay Day to Black Friday, we've pulled together a comprehensive list of the deals. As Singles' Day offers go live, we'll have them listed on our Singles' Day shopping guide so you can shop and compare with ease.

Some Singles' Day offers are already live and ready for you to shop like Net-A-Porter's 22% off sale. Head on over to our Singles' Day sales guide to see the rest.

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