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Singles’ Day generates $150 billion in China: could it be the next commercial phenomenon in the US?
On November 11 of each year, a curious holiday takes over China. What began among students at Nanjing University in the 1990s as a tongue-in-cheek counterattack to Valentine’s Day has grown into the world’s largest shopping event: Singles’ Day.
The date, 11/11, was chosen because the four of them resemble “bare sticks,” Chinese slang for singles. Today, the holiday generates more than $150 billion in annual sales, surpassing those of Black Friday and Amazon Prime Day combined.
As a graduate, behavioral economist, and business school professor, I study how single living is transforming consumer behavior and market dynamics. My work convinced me that Singles’ Day, or something like it, could resonate far beyond Asia. Here’s why.
A profitable solo boom, starting in Asia
Singles will soon make up the majority in many countries, and this shift is already reshaping culture and commerce across Asia.
It is no coincidence that Singles’ Day emerged in China. The country’s one-child policy, in effect from 1980 to 2015, led many families to prefer sons, creating a gender imbalance that left millions of men without potential female partners. At the same time, increased educational and professional opportunities gave many women the independence to forgo traditional marriage altogether.
A similar pattern can be seen across East Asia. In Japan, single-person households now outnumber married couples with children. In South Korea, single-person households reached almost 36% in 2023, the highest proportion on record. Together, these changes are fueling what the Japanese call “ohitorisama,” or the “party of one,” and what Koreans describe as “honjok,” or “lone tribe” cultures: movements that celebrate independence and self-reliance.
Companies across Asia seized the opportunity, catering to independent lifestyles with offerings such as single-seat karaoke booths and movie theaters designed for individual customers. Singles Day is a great example of companies capitalizing on this change.
Every year, retailers across Asia mark the occasion with themed promotions, pre-sales and limited-edition product launches. Companies like Xiaomi release exclusive smartphones, while Nike introduces new sneakers every Singles Day. Even airlines got on board: Singapore’s Jetstar Asia once offered 111,111 discounted seats, positioning solo travel as an empowering experience.
Singles’ Day channels massive purchasing power, reframing singleness as something to celebrate rather than lament, and shows how a retail event can drive cultural change. Meanwhile, in the US and much of the rest of the world, companies remain wedded to an outdated assumption: that marriage is everyone’s destiny. It is not.
You may be interested in: Faced with low birth rates, Chinese cities establish ‘singles’ corners’ in public parks
Single in America
Right now, half of American adults are not married and half of those singles are not looking for a relationship.
In 1960, only 10% of American adults would remain single for life. Today, some forecasts show that 25% of millennials, who are now ages 29 to 44, and 33% of Generation Z, who are ages 13 to 28, will never marry. While the average age of first marriage was just 21 in 1960, it has risen to 29 today.
Through my Solo project, which includes a book, podcast, and TED talk, I explore how much the goals of single people vary, both in relationships and beyond.
By understanding the diverse goals and lifestyles of singles, American businesses can gain a competitive advantage with targeted communication, innovative products, and personalized services. Singles are not a monolith. My research identifies four main types:
- “A few days” They aspire to find “the right person” and settle down. They are the group that companies usually target.
- Los “Just Mays” They share that goal, but they’re not waiting for it: They’re investing in houses, traveling alone, and pursuing independent ambitions in the meantime.
- Las “new forms” They reject the idea that traditional marriage is the default, experimenting with models such as “living together apart,” polyamory, or platonic couples.
- “No Ways” is choosing to exit the dating market entirely. Most do it not out of bitterness, but because they have more important goals, or because they simply enjoy the single life.
This diversity matters. “Some days” they may respond to dating apps and matchmaking services. “Just Mays” and “New Ways” gravitate toward experiences, hobbies, and personal growth. “No Ways” is alienated by romance-focused messages and instead embraces autonomy and community.
To explore how Singles’ Day might be received in North America, I surveyed nearly 400 American singles ages 24 to 59. The most common ways they said they would celebrate were finding a date, treating themselves to a gift, or practicing self-care.
American companies and the solo economy
In many industries, a 2% demographic change should trigger an all-out marketing meeting. So how come most businesses in the US continue to overlook the decades-long rise in single living?
To be fair, there have been glimmers of recognition in recent years. For example, in 2021, Visible Wireless repositioned its “family plans” to “family and friends plans without the family drama.” In 2024, Norwegian Cruise Line introduced studio staterooms for solo travelers, addressing the dreaded old “single supplement.” Likewise, IKEA, after offering a couples-only Valentine’s Day dinner in 2024, pivoted this year to an inclusive promotion: “Bring a loved one, a good friend, or the whole family.”
But those are the exceptions and not the rule. What should American brands do to appeal to this growing market? This is my advice:
- Reconsider assumptions about dating and belonging. Not all singles are looking for romance. Create meaningful non-romantic experiences that reflect solo lifestyles: themed singles events, community nights, or “bring a friend (or not)” deals.
- Segment by objectives, not just by age. A 25-year-old solo traveler and a 60-year-old empty nester may respond to a message about independence.
- Tailor offers for people who live and do things alone. The “downsizing” trend is already underway: smaller grocery packages, single-serving meal kits, compact appliances, and studio-friendly furniture. Travel and entertainment can follow suit with individual pricing, seating and benefits that don’t penalize independence.
I teach my business students to ask, “Is there a market?” and “Can we serve you profitably?” The answers here are obvious. Singles are everywhere. They are dining alone, traveling alone, buying houses and spending billions. And yet they remain largely overlooked in a world built for two.
The rise of Singles’ Day in Asia shows what happens when companies take singles seriously: consumer innovation, cultural relevance and record profits. I hope the United States will follow, whether reluctantly or enthusiastically. The only question on my mind is: When?
*Peter McGraw is a professor of Marketing and Psychology at the University of Colorado Boulder.
This article was originally published on The Conversation
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Singles’ Day generates $150 billion in China: could it be the next commercial phenomenon in the US?
Forbes Staff
