It all started with a few students from Nanjing University who decided to break away from the monotony of being single for one day. They chose 11.11 because of the solitary implications of the number 1 which symbolize being single. However, this simple celebration turned into one of the largest shopping days in the world. It turns out that this event gained great interest also in Southeast Asia. According to Google, Singles’ Day in Hong Kong has attracted large numbers of people in the last five years.
Who’s taking part in Singles’ Day? What are the behaviours of consumers on that day? To look further into this phenomenon, we analysed historical data and surveyed people from Hong Kong. The results are presented in this report.
So, who exactly takes part in Singles’ Day? The survey suggests that more than half of the participants are women—64%. Although the name of the event suggests that the festival is addressed to singles, survey indicates that both singles and people in relationship take part (48% and 52% respectively).
The interest in Singles’ Day is especially apparent among young Hongkongers. Compared to a regular day, the number of transactions on Singles’ Day among people aged 18-24 grew by 1578%. However, getting great discounts is not restricted to younger people—there was a noticeable interest in this shopping festival among all age groups.
The results of the survey show that more than half of Hongkongers do not prepare for the Singles’ Day shopping craze but buy impulsively on that day. Only 14% compare the prices in different stores and 11% declare that they make lists before shopping. It looks like most people treat 11.11 as an occasion to meet their desires rather than an opportunity to execute a well-thought-out shopping plan.
On top of that, most of the consumers—more than 70%—declare that they buy things just for themselves. Only one-third of the respondents buy gifts for other people on that day. It appears that—as the name of the event suggests—Singles’ Day is a perfect day for getting a present for yourself.
Surprisingly, an average man buys more than an average woman—4.3 and 4.1 products respectively. The most desirable items among men are clothes, electronics and delivery food. Similarly, women buy mostly clothes, cosmetics and delivery food.
It’s not surprising that Hongkongers buy more than usual on Singles’ Day. According to our platform’s statistics, the number of online transactions increased significantly—there were 758% more purchases compared to a regular day. The survey indicates that an average Hongkonger is willing to spend 960 HKD on a Singles’ Day shopping spree. The sales reached a peak in the evening, at 6 PM.
More than half of the consumers—52%—use mobile phones when doing their shopping on Singles’ Day. 44% of Hongkongers make their purchases on desktops. Most of the transactions are made on Apple devices, followed by Samsung, Sony, Xiaomi and LG appliances.
This report was created based on internal data provided by Picodi.com, a global discount provider existing since 2010. 300 participants from Hong Kong took part in the survey.
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