Imagine four college roommates in a dorm room, sharing a complaint about being single. Now imagine that that complaint resulted in a tongue-in-cheek holiday, and that holiday then ballooned into the largest online shopping event on the planet. That’s the (supposedly) real story of Singles Day, and it is stranger and more fun than most people expect. 

If you’ve only ever heard of Singles Day in passing, you’re in good company. It lives in the shadow of Black Friday here in the U.S., but it’s showing up more and more in American retail promotions. This guide covers where Singles Day came from, how big it really is and who it’s for. We also compare it head to head with Black Friday, so you know what to buy on Nov. 11 and what to save for later.

What is Singles Day?

Singles Day is a shopping event held every year on Nov. 11. It’s also called Double 11 or 11.11, and it began in China as a way to celebrate being single. Over time, online retailers turned it into a day of big sales, flash deals and fast-moving promotions.

Today it’s a shopping holiday, similar to Black Friday or Cyber Monday. Retailers run special offers, and shoppers use the date as a reason to buy things they have been eyeing, often for themselves.

When is Singles Day in 2026?

Singles Day is Wednesday, Nov. 11, 2026. That’s also Veterans Day in the U.S., so you may see promotions tied to both on the same day. (Our Veterans Day sales guide covers that side of the calendar.)

Many retailers start their Singles Day sales early. In China, the event has grown into a weekslong run of promotions that begins in October. U.S. retailers tend to be more varied, with some offering a single day of deals and others stretching their sales across several days.

Singles Day isn’t the only major sale in November, so here’s a calendar to keep them all straight.

What is the origin and history of Singles Day?

The most widely told story (which, honestly, is probably folklore) starts at Nanjing University in 1993. A group of students were discussing how they could make being single less dull, and they picked Nov. 11 as a day for celebrations. The date was chosen because 11/11 has four ones, or singles. The idea spread to other campuses and eventually into wider society, eventually helped along by social media.

The shopping part came later. In 2009, Alibaba adopted the date for a sales promotion that started small, with 27 vendors. It grew quickly from there, and Alibaba helped turn the day into what researchers describe as a “commercial festival.” Other Chinese retailers joined in, and the name Double 11 caught on.

How big is Singles Day?

Singles Day is huge. According to the data firm Syntun, Singles Day 2025 sales in China reached about 1.695 trillion yuan (roughly $253 billion), up 14.2% from the year before. The 2025 event ran for five weeks, which is the longest yet, so that total covers far more than just one day. 

Those sales far exceeded eMarketer’s 2025 forecasts for both U.S. Black Friday and Amazon Prime Day worldwide, but, again, it’s comparing weeks of Singles Day sales to just a few days of Black Friday. Singles Day is very big, but that headline number doesn’t necessarily mean better deals for you.

Who is Singles Day for?

Anyone who likes a good sale. It started as a day for single people, and some shoppers still treat it as a “treat yourself” day. But you don’t have to be single to shop on Singles Day; there’s no relationship test at checkout. Gift shoppers, couples and families all shop, and plenty of people use it to get an early start on holiday buying.

It’s especially handy if you like to spread out your spending, since it gives you a checkpoint before Black Friday.

Which categories are heavily discounted on Singles Day?

The best categories to shop on Singles Day depends on the retailer, but a few patterns emerge.

• Beauty and skin care: Beauty is one of the most visible categories in U.S. Singles Day roundups over the past few years. E! News’ 2024 list was packed with beauty brands. Check Sephora and Ulta to see what deals they’re running.
• Fashion and accessories: Treat-yourself shopping fits clothing and accessories well.
• Electronics and gadgets: Online marketplaces tend to promote gadgets and tech accessories. AliExpress is the best-known example, and you’ll find some of the best prices there on Singles Day, Black Friday and Cyber Monday.

Are the deals better on Singles Day or Black Friday?

Honest answer: We don’t know, and no one can say for sure. It’s impossible to compare item by item across a huge swathe of stores that offer both Singles Day and Black Friday deals. What we can say is how the two events differ in practice.

The takeaway is not that one beats the other. Black Friday has far more retailers, more advertising and more events leading up to it, so there is more competition on price. Singles Day is more of an extra shopping moment than a replacement.

What should you shop on Singles Day, and what should you wait on?

Like we said, there’s no way to compare directly across thousands (millions?) of items, but this is a good rule of thumb based on how the two events work.

Shop Singles Day for:

• Beauty and skin care, where brands often run their own 11/11 promotions
• Clothing and accessories for yourself or a gift
• Small gadgets and accessories from online marketplaces, if you can wait for shipping
• Anything you need before Black Friday that you can buy at a fair price

Wait for Black Friday for:

• Big-ticket electronics such as TVs and laptops, which stores tend to feature in their biggest Black Friday sales
• Appliances and other large home items
• Toys and gift sets, since selection tends to be widest on Black Friday
• Anything you want to compare prices on at many stores at once

Our Black Friday 2026 guide covers the second half of that list in detail, and our Black Friday vs. Cyber Monday post shows how the whole weekend breaks down.

How do you earn Rakuten Cash Back on Singles Day?

Rakuten Cash Back works exactly the same on Singles Day as it does every other day, including Black Friday and Cyber Monday: Search for the store you want to shop, click through, and shop and check out as usual. Rakuten will automatically track your purchase and add Cash Back to your account.

FAQs About Singles Day Shopping

What is Singles Day?

Singles Day is a shopping event held on Nov. 11 each year. It began in China as a holiday to celebrate being single and grew into the world’s biggest online shopping day.

When is Singles Day 2026?

Singles Day is on Wednesday, Nov. 11.

Why is it called Singles Day?

The date, 11/11, has four ones (or singles) in a row.

Who started Singles Day?

The (unconfirmed) lore is that students at Nanjing University started it in 1993. Alibaba turned it into a shopping event in 2009.

How big is Singles Day?

Syntun reported about 1.695 trillion yuan ($253 billion) in sales across platforms in China in 2025, over the five-week event.

Is Singles Day better than Black Friday?

Black Friday is bigger and more popular in the U.S., and Singles Day works well as an early checkpoint on holiday shopping. It’s difficult to compare individual deals across the two shopping holidays though.

Do I have to be single to shop Singles Day?

No. Anyone can shop on Singles Day.

Can you earn Cash Back on Singles Day?

Yes, Rakuten Cash Back is available at participating stores on Singles Day the same as it is every other day.