11.11 Singles Day Sale 2026: History, facts and why it matter

Every 11 November, online shopping apps in SEA and China fill up with deals, vouchers and countdowns. However, did you know that the 11.11 Singles Day sale didn’t begin as a shopping event at all? Instead, it started as a way for young people in China to celebrate being single. 

The date has since grown into an annual shopping occasion, with campaigns reaching Malaysia through platforms such as Lazada. But what do the four ones mean, how did a university tradition become a major sale, and what do those enormous shopping figures that comes with 11.11 actually tell us? 

Here’s the story of 11.11, from its origins in China to the way Malaysians experience it today, plus a few tips for shopping when the next sale arrives. 

Why is 11 November called Singles’ Day? 

The explanation is hidden in the numbers. Written as 11.11, the date looks like four separate ones. Each one represents a single person, making 11 November an easy choice for a celebration of single life. 

In Chinese, Singles’ Day is also known as Guanggun Jie, often translated as Bare Sticks Day or Bare Branches Day, referring to unmarried people. 

Singles’ Day is commonly traced to students at Nanjing University in China in 1993. The idea was to have an occasion for unmarried people to enjoy themselves, rather than treating being single as something to be embarrassed about. Accounts of the earliest celebrations vary, so the exact story is best understood as a widely reported origin rather than a fully documented founding event. 

Why the idea caught on 

As the idea became better known, it gained a life beyond university campuses. The concept of buying yourself a gift fitted naturally with the celebration, even though nobody originally created Singles’ Day to encourage online shopping. 

How did Singles’ Day become a shopping festival? 

The major turning point came in 2009. Alibaba launched an online shopping event on 11 November with just 27 participating merchants, according to its official account of the festival’s history. 

The timing was clever. Singles’ Day already had a recognisable name and date, while online shopping offered a new way to turn a personal celebration into an occasion for browsing and buying. Retailers could promote selected products, and shoppers had a reason to look for offers in November. 

As more people shopped online, the event grew beyond its original format. Brands began treating 11.11 as a date for attracting new customers, introducing products and reconnecting with existing ones. Shopping apps made it easier to browse from home, compare several sellers and complete a purchase on a phone. 

From one day to weeks of offers 

Originally, 11.11 was largely a 24-hour shopping event. Over time, retailers started introducing early vouchers, pre-orders and separate checkout periods before and even a few days after 11 November. 

By 2025, the Chinese Singles’ Day shopping festival had stretched to around five weeks, according to retail research reported by EMARKETER. That shift helps explain why some deals appear well before the date on the calendar. 

For shoppers, a longer campaign offers more time to compare prices. For retailers, it spreads orders and marketing activity across several weeks instead of concentrating everything into one day. It also means modern 11.11 figures need careful reading, because not every year’s reported sales cover the same period. 

How big has the 11.11 sale become? 

The scale of 11.11 becomes clearer when you look at the number of parcels being handled during the shopping season. 

In 2024, China’s postal and delivery companies handled approximately 12.78 billion parcels between 21 October and 11 November. During the same period in 2025, that number increased to 13.94 billion parcels, according to China’s State Post Bureau. That’s around 1.16 billion more parcels in just one year.  

The sales figures are equally striking. Industry researcher Syntun estimated that China’s extended 2025 Singles’ Day shopping festival generated RMB1.695 trillion (approximately RM1.03 trillion) in sales across online shopping platforms.  

So why has 11.11 grown so much? Online shopping has become part of everyday life, smartphones make purchases easier, and retailers now spread their promotions across several weeks instead of concentrating everything on one day. What began as a small shopping event has become an occasion that keeps retailers, warehouses and delivery networks busy throughout the season. 

Why has 11.11 stayed popular for so long? 

One reason is how easy the date is to remember. Unlike some sales that shift around the calendar such as, 11.11 always falls on 11 November. Retailers can plan ahead, and shoppers know when to start looking out for offers. 

The event has also changed with the way people shop. A decade ago, many customers relied mainly on product listings and search results. Today, they might first see an item in a short video, hear about it from a creator or watch someone demonstrate it during a livestream. 

For businesses, 11.11 is a chance to introduce products and reach new shoppers. But discounts alone don’t tell the whole story. Sellers still need to manage stock, answer enquiries, pack orders and handle returns. A busy sale can create pressure as well as opportunities. 

And for consumers, the appeal has changed too. When discounts appear regularly throughout the year, an 11.11 banner is not automatically proof of a bargain. Many shoppers now pay closer attention to the final price, seller reviews and delivery experience. 

That may be the biggest change in what Singles’ Day represents. It started as a celebration of being single, became known for eye-catching sales totals and is now part of a much more routine online shopping culture. 

How did 11.11 become popular in Malaysia? 

Malaysia’s connection to 11.11 grew as regional marketplaces adopted the event. In 2018, Alibaba confirmed that Lazada was bringing its 11.11 shopping festival to six Southeast Asian markets, including Malaysia. 

From there, double-date promotions became familiar to Malaysian shoppers, especially after other platforms such as Shopee, Zalora, and even shopping malls having double date promotions, including 11.11. Alongside 11.11, events such as 9.9, 10.10 and 12.12 made sale dates a regular feature of the online shopping calendar. 

This happened alongside a broader shift in local shopping habits. In its July 2026 e-commerce report, Ipsos Malaysia noted that browsing had reached a high level, while buying had become more routine. Everyday essentials were taking a greater share of spending, rather than online shopping being mainly about occasional treats. 

That helps explain why 11.11 can appeal to different kinds of Malaysian shoppers. One person may be waiting for a lower price on a phone. Another might simply be checking whether their regular household supplies cost less than usual. There isn’t one type of Singles’ Day shopper anymore. 

Lazada, Pinduoduo and more ways to shop 

For Malaysians, Lazada is one familiar name associated with online shopping events, while Pinduoduo offers another route to explore products from Chinese sellers. The two platforms can have different listings, sellers, shipping arrangements and checkout experiences. 

With TNG eWallet, you can shop on Lazada and Pinduoduo directly on your eWallet, making shopping during 11.11 easier for you. 

Is Singles’ Day the same as Black Friday? 

Not quite. Both are known for shopping promotions, but they come from different traditions. Singles’ Day began as a student celebration in China, while Black Friday is associated with the day after Thanksgiving in the United States. 

They also take place at different times. Singles’ Day is always on 11 November, whereas Black Friday falls on the Friday after Thanksgiving. 

You may see claims that one event is bigger than the other, but comparisons depend on which countries, platforms and sales periods are being measured. For an individual shopper in Malaysia, the more useful question is which sale offers the better final price on the product they actually want. 

How to make the most of the 11.11 Singles Day sale 

You don’t need a complicated shopping strategy to enjoy 11.11. A few checks can help you tell a useful discount from an unnecessary purchase. 

Start with what you’re planning to get 

Make a shortlist before the sale. That might include a replacement rice cooker, skincare products or Christmas gifts. Having a list reduces the temptation to add things just to reach a voucher’s minimum spend. 

Look at the price you actually pay 

Suppose a pair of earphones normally costs RM180 and is listed at RM150 on 11.11. You’re saving RM30 compared with the price you’ve seen, regardless of any larger discount percentage in the banner. 

Remember to include shipping, service charges and any voucher conditions. A cheaper item from overseas might cost more once delivery is added. 

Check the seller and payment method 

Read recent reviews, confirm the product model or size, and check return conditions before you pay. This is especially useful for electronics, clothing and imported items. 

If you’re shopping on Lazada or Pinduoduo, review the supported checkout options and any payment conditions. For Lazada purchases, you can explore online shopping payments with TNG eWallet and check the payment option shown when placing your order. 

The story behind 11.11 is worth remembering 

The most interesting thing about Singles’ Day may be how much its meaning has changed. Four simple numbers once gave students an excuse to celebrate being single. They later became the date for a shopping festival that reached customers well beyond China. 

For Malaysians, 11.11 is now another familiar opportunity to compare prices on things they may need. Enjoy the occasion, but don’t feel you have to buy something just because there’s a countdown on screen. 

If you’ve made a shopping list for 11 November, compare the final prices on Lazada and Pinduoduo through TNG eWallet before completing your purchase. 

FAQs  

Why is 11 November called Singles’ Day? 

The date 11.11 contains four ones, commonly interpreted as four single people. The celebration is widely traced to university students in China in 1993. 

Who started the 11.11 Singles Day sale? 

Alibaba launched the commercial shopping festival in 2009 with 27 participating merchants. The informal celebration of Singles’ Day existed before the sale. 

When is the 11.11 sale in 2026? 

Singles’ Day falls on Wednesday, 11 November 2026. Retailers may run promotions before or after the date, so check official campaign schedules. 

Is 11.11 celebrated in Malaysia? 

Yes. The shopping event is familiar in Malaysia through online marketplaces, including Lazada, which joined the regional 11.11 festival in 2018. 

Are 11.11 deals always cheaper? 

No. A discount label doesn’t guarantee the lowest price. Compare the usual price, voucher conditions, shipping and final checkout total before ordering.