Alibaba Singles Day started with Taylor Swift and a big broken record

Singles Day 2019: Alibaba's shopping day bigger than Thanksgiving, Black Friday, Cyber Monday combined

Singles' Day on 11/11 marks the busiest online shopping event of the year

The number of new products on offer stand at 1 million and 250 leading worldwide brands will debut with more than 240 "11.11-themed" special edition products, according to Alibaba.

Double 11, also known as the Singles' Day online shopping festival, witnessed record sales of 213.5 billion yuan (about 30.5 billion USA dollars) past year on Alibaba's online shopping platforms including Tmall and Taobao. The Chinese company kicked its 2019 event off with a Taylor Swift concert, and has been steadily live blogging updates on how much shoppers are spending.

The world's largest online retail event happens on Monday - bigger than Black Friday or Cyber Monday - but few on this side of the planet have heard of it. Back in 2009, the sales from the double 11 shopping festival were merely 0.1 billion yuan.

Alibaba clocked US$30.8 billion ($48b) worth of sales on Singles' Day previous year, while New Zealand retailers that participated in the event made millions of dollars in revenue from online sales. It also projects 50 million online buyers in Southeast Asia alone during Singles' Day.

While American consumers may be more familiar with Black Friday, Singles' Day has become a much larger shopping day internationally. The company makes it look like an elaborate affair with fashion shows and gigs.

The company also said that sales figures are likely to see huge growth from last year's figures of $30 billion.

"Singles" Day originated in China as an anti-Valentine's Day where single people sent each other gifts.

Last year, four out of the top five Australian brands purchased during the event were health and supplement brands, with Swisse number one, and Devondale, Bio-Island, Blackmores, and Healthy Care following.

According to Adobe Analytics, around 24% USA retailers are likely to run promotions on this year's Singles Day.

Chinese consumers will spend 54% more this year than in 2018, but 78% said they would think twice about buying USA products due to loyalty to their country, AlixPartners found in a recent survey of more than 2,000 Chinese consumers.

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