6: Singles Day

For Creating the Largest E-Commerce Day In the World—and Fundamentally Shifting How People Shop

It started as an alternative to Valentine's Day among students at Nanjing University back in the early 1990s. Celebrated each year on 11 November, Singles Day was a rather mundane affair—until Alibaba latched onto it in 2009. Looking for a way to promote Tmall, its newly launched online retail site, the company turned the holiday into an excuse to shop. The move paid off—big time.
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