You are here: Home - Household Bills - News -

Today is ‘Singles Day’ – but it’s not what you think

Written by: Emma Lunn
Despite many Brits having never heard of Singles’ Day, the shopping event is predicted to see almost £1.7bn in UK sales alone.

Singles’ Day started as an obscure “anti-Valentine’s” celebration for unattached university students in China in the 1990s. Singles celebrated their solo status by buying themselves gifts on 11 November – a date written as 11.11.

Singles’ Day was adopted by Chinese retail giant Alibaba in 2009, with Singles’ Day sales held on and its retail site Since then, the shopping event has started to gain traction in the UK.

According to, sales this Singles’ Day are expected to rise by 13.4% year-on-year to £1.7bn in the UK, drawing in 7.2 million UK shoppers.

Data from VoucherCodes’ Shopping for Christmas report, shows consumers spent £1.5bn splashing out during last year’s Singles’ Day, up from the £1.3bn spent in 2019.

Although some UK retailers will be offering in-store discounts today, there is more emphasis on online deals, which are expected to account for 57.8% of total sales at £996m. This projection is up 15.2% from last year, despite last November’s lockdown forcing store closures and many retailers’ Singles’ Day promotions to become online-only.

Conversely, forecasts for offline sales show a smaller increase of 10.9% in sales, from £656.1m in 2020 to a predicted £727.5m in 2021.

When asked whether they would be making any purchases this Singles Day, almost three in 10 (28%) Brits said they intended to buy something.

Anita Naik, lifestyle editor at, said: “After such a tough 18 months, it’s great news for the retail industry to see that this year’s Singles’ Day discounts are set to draw in more customers and more sales than ever before in the UK.

“With shortages for this Christmas season already making the news, Singles’ Day is the perfect opportunity to bag an early bargain and get started on your Christmas shopping early to avoid any disappointment.”

There are 0 Comment(s)

If you wish to comment without signing in, click your cursor in the top box and tick the 'Sign in as a guest' box at the bottom.

Flight cancelled or delayed? Your rights explained

With no sign of the problems in UK aviation easing over the peak summer period, many will worry whether holida...

Rail strikes: Your travel and refund rights

Thousands of railway workers will strike across three days this week, grinding much of the transport system to...

How your monthly bills could rise as the base rate reaches 1.25%

The Bank of England has raised the base rate to 1.25% as predicted – the fifth consecutive rise in just six ...

What will happen if rates change

How your finances will be impacted by a rise in interest rates.

Regular Savings Calculator

Small regular contributions can build up nicely over time.

Online Savings Calculator

Work out how your online savings can build over time.

DIY investors: 10 common mistakes to avoid

For those without the help and experience of an adviser, here are 10 common DIY investor mistakes to avoid.

Mortgage down-valuations: Tips to avoid pulling out of a house sale

Down-valuations are on the rise. So, what does it mean for home buyers, and what can you do?

Five tips for surviving a bear market mauling

The S&P 500 has slipped into bear market territory and for UK investors, the FTSE 250 is also on the edge. Her...

Money Tips of the Week

Privacy Preference Center