11/11 Blows Out Black Friday for Digital Shopping Worldwide - eMarketer

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11/11 Blows Out Black Friday for Digital Shopping Worldwide

Singles' Day bigger for digital shopping than Black Friday

November 10, 2014

Black Friday is big in the US. But it’s not the biggest digital shopping holiday in the world—the honors there go to November 11. Known as Singles’ Day in China, the holiday has been capitalized on by Alibaba to the tune of $5.75 billion in sales last year, according to Business Insider.

Smartphone Users in China Who Plan to Make Purchases During the 11/11 Online Shopping Festival*, 2013 & 2014 (% of respondents)

Nearly eight in 10 smartphone users in China surveyed by Admaster said they would be making purchases during the Double 11 online shopping festival, as the holiday has come to be known. That was up a whopping 34 percentage points over 2013, when less than half of smartphone users said the same.

Awareness of the holiday overall has gone up, from 81.0% in 2013 to 93.0% of smartphone users this year. And though more people are planning to spend, average basket size may go down, as smartphone users report they will spend an average of 23.0% less this year than last—though that may be because more people than ever plan to participate.

Taobao.com, Tmall.com and JD.com are expected to get the most attention during the shopping festival, and purchases are expected to focused around personal care items and apparel and accessories. Two-thirds of smartphone users will buy these items on their mobile phones, while 73.0% will do so via PC and 29.0% via tablet.

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