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What’s Singles’ Day all about?

Statistics and facts about shopping behaviour of Malaysian singles

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, in Malaysia the popularity of Singles’ Day has doubled 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 Malaysia. The results are presented in this report.

Shopping therapy for the young and lonely

Who shops on Singles' Day

So, who exactly takes part in Singles’ Day? The survey suggests that more than half of the participants are men—57%. In accordance with the event’s name, three out of four consumers are single. Of course, not only singles went on a shopping spree. An increase in interest, although not as significant as among singles, was also noted in the group of people in relationships.

The interest in Singles’ Day is especially apparent among young Malaysians. Compared to a regular day, the number of transactions on Singles’ Day among people aged 18-24 grew by 6638%. However, getting great discounts is not restricted to younger people—there was a noticeable interest in this shopping festival among all age groups.

The day for singles to indulge themselves

What and how Malaysians shop on 11.11

The results of the survey show that more than half of Malaysians do not prepare for the Singles’ Day shopping craze but buy impulsively on that day. 34% compare the prices in different stores and only 8% 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—almost 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—3.7 and 3 products respectively. The most desirable items among men are clothes, electronics and delivery food. Similarly, women buy mostly clothes, delivery food and footwear.

Last minute shopping fever

Shopping behaviours on 11.11

It’s not surprising that Malaysians buy more than usual on Singles’ Day. According to our platform’s statistics, the number of online transactions increased significantly—there were 4914% more purchases compared to a regular day. The survey indicates that an average Malaysian is willing to spend RM269 on a Singles’ Day shopping spree. The sales reached a peak right before the end of Singles’ Day, at 10 PM.

Mobile users behind

Singles' Day: devices types and brands

More than half of the consumers—52%—use desktops when doing their shopping on Singles’ Day. 45% of Malaysians make their purchases on mobile phones. Most of the transactions are made on Apple devices, followed by Samsung, Xiaomi, Huawei and OPPO appliances.

Singles’ Day in Figures:

  • The popularity of Singles’ Day has doubled in the last 5 years
  • More than half of the participants are men—57%
  • The biggest interest in Singles’ Day is noted among people aged 18-24
  • An average Malaysian is willing to spend RM269 on Singles’ Day
  • On Singles’ Day sales grow 4914% compared to a regular day in Malaysia

Methodology

This report was created based on internal data provided by Picodi.com, a global discount provider existing since 2010. 300 participants from Malaysia took part in the survey.

Public Use

Are you willing to share our statistics about Singles’ Day with your readers? Feel free to use all the data and infographics for both commercial and non-commercial purposes as long as you indicate the author of the research (Picodi.com) with a link to this subpage.