The Evolution of 11.11: Has the World’s Biggest Shopping Festival Lost Its Spark?

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The Evolution of 11.11: Has the World’s Biggest Shopping Festival Lost Its Spark?

What started as an obscure celebration by four university students in China has transformed into one of the largest shopping festivals in the world. Originally dubbed Singles’ Day, 11.11 became synonymous with deep discounts and a frenzy of online shopping. However, as the festival has evolved, so have consumer behaviors.

In recent years, Chinese e-commerce giants have stopped reporting GMV (Gross Merchandise Volume), raising questions about whether 11.11 still holds the same significance. With the rise of frequent sale events like 7.7, 9.9, and 12.12, has “sale fatigue” set in? Are shopping festivals still relevant, or have they become just another marketing tactic in an increasingly competitive e-commerce landscape?

The story of 11.11 begins not with retailers but with four single students from Nanjing University in 1993. The idea was simple: celebrate being single on a date that visually resembled four single individuals—11.11. What started as an inside joke on campus soon spread across China, with students marking the day with small gatherings, social events, and self-care purchases.

E-commerce companies quickly saw the commercial potential. In 2009, Alibaba launched the first-ever 11.11 shopping festival, generating RMB 50 million in sales despite its website crashing from unexpected traffic. Over the years, the event grew exponentially, drawing in millions of consumers, brands, and even international platforms.

By the mid-2010s, 11.11 was no longer just a Chinese event—Southeast Asian platforms like Lazada, Shopee, and Tokopedia adopted it, turning it into a regional shopping frenzy. In its peak years, Alibaba alone reported over $84 billion in GMV during the event. But as the event grew bigger, so did the challenges.

The Shift: From One-Day Frenzy to Month-Long Sales

Initially, 11.11 was a single-day event that created a sense of urgency. Shoppers would prepare for weeks, waiting to click “buy” the moment the clock struck midnight. However, the high-pressure sales model created logistical nightmares for payment systems, warehouses, and delivery networks.

To ease the burden, companies extended the sales period. Instead of a 24-hour rush, 11.11 now spans several weeks, with pre-sales, early discounts, and phased promotions. The shift has helped logistics companies smooth out peak parcel volumes, but it has also diluted the urgency that once defined the festival.

A similar pattern played out in the West with Black Friday, which evolved from a single shopping day into a week-long affair with early deals and Cyber Monday extensions. But does a longer sale period make the event more effective, or does it reduce its impact by making discounts feel like a regular occurrence?

Why Have Companies Stopped Reporting GMV?

For years, GMV was the key metric used to measure the success of shopping festivals. Platforms proudly reported record-breaking numbers every year, with staggering double-digit or even triple-digit growth. However, in the last two years, major Chinese platforms have stopped disclosing GMV altogether.

Instead of hard numbers, companies now provide vague metrics like:

• “Record-breaking active buyers” (Taobao)

• “20% increase in the number of shoppers” (JD.com)

Why the change?

1. Growth is Slowing – 11.11 is no longer seeing the explosive growth of its early years. Instead of highlighting slower or stagnant numbers, platforms prefer softer metrics that sound positive.

2. Skepticism Around GMV – The way GMV is calculated varies across platforms. Does it include orders placed but not paid for? Items returned? Unclear definitions led to questions about the reliability of reported numbers.

3. Changing Consumer Behavior – With platforms like Pinduoduo offering low prices year-round, consumers no longer wait for big sales. The era of dramatic “one-day spikes” may be over.

Have Too Many Sales Events Created "Sale Fatigue"?

11.11 was once the biggest sale of the year, but today, shopping festivals happen almost every month.

From Shopee's 6.6, 7.7, 8.8 sales to Lazada’s monthly promotions, e-commerce platforms have turned every date into a reason for discounts.

For consumers, this raises an important question: If a sale is always happening, is it really a sale?

Many shoppers have become skeptical, noticing prices remain the same before and after these events. Retailers sometimes increase base prices before sales only to apply a “discount” that brings prices back to normal. With endless promotions, shoppers may feel less urgency to buy during any single event.

The impact of “sale fatigue” can be seen in China, where platforms now rely on other engagement strategies beyond discounts, such as:

• Live commerce and influencer deals (Li Jiaqi, the "Lipstick King")

• Exclusive product launches

• Subscription-based loyalty programs

This shift signals a broader trend: Consumers aren’t just looking for discounts—they want a better shopping experience.

The Future of Shopping Festivals: What Comes Next?

The evolution of 11.11 offers a glimpse into the future of e-commerce:

1. Less Focus on One-Day Sales – Instead of massive one-day discounts, platforms will spread deals across the year.

2. Personalization & AI-Driven Offers – Expect customized discounts based on browsing history, rather than generic sale banners.

3. Rise of Social Shopping – Platforms will lean into livestream shopping, influencer collaborations, and interactive experiences.

4. Subscription & Loyalty Models – Amazon Prime, JD Plus, and Taobao 88VIP show that loyalty programs may replace heavy discounting.

5. Sustainability & Ethics – Consumers are becoming more conscious of overconsumption, delivery waste, and ethical production. Brands that align with these values may win over younger shoppers.

Is 11.11 Still Relevant?

While 11.11 is no longer the blockbuster event it once was, it still serves a purpose in the e-commerce ecosystem. However, the landscape has changed:

• Consumers have more choices than ever and don’t need to wait for a specific sale to get a good deal.

• Platforms are prioritizing engagement and personalization rather than relying solely on heavy discounts.

• The real battleground is no longer just price, but brand association—which platform is the first one you open when you want to buy something?

In the end, the biggest challenge for e-commerce companies isn’t running a successful sale—it’s staying relevant in an era where consumers have endless shopping options at their fingertips.

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