How to Win Singles’ Day 2025

Why Singles’ Day Matters More Than Ever

In 2025, Singles’ Day is cementing its position as a major commercial event across EMEA. Electronics, fashion, and beauty are expected to see the strongest growth, fuelled by a “self-gifting” trend.

Retailers are increasingly blurring the lines between Singles’ Day and the rest of the holiday season, turning it into a longer “Cyber Month” that feeds directly into Black Friday and Cyber Monday. 

What is Singles’ Day?

Singles’ Day is dedicated to celebrating being solo and treating yourself – like Valentine’s Day’s evil twin. Originally observed in China where students would celebrate their single status, Singles’ Day became a global shopping phenomenon in the 2000s and is now marked by thousands of deals and millions of active shoppers every year.   

When is Singles’ Day?

Singles’ Day takes place on the 11th of November every year, with the four 1’s present in the numerical date emphasising the solo nature of those who celebrate Singles’ Day. 

Understanding Consumer Behaviour

To win Singles’ Day, you need to understand the evolving behaviour of your shoppers.

Consumers are approaching Singles’ Day with an “always-on” mindset. Research and discovery start early, with peak online activity now occurring roughly a week before November 11.

Consumers are discovering, comparing, and planning purchases across multiple channels. Two-thirds of discovery journeys involve Google or YouTube, nearly 60% will buy immediately if they see a compelling deal. Shoppers also face information overload and need clear guidance. 

Across EMEA, shopping behaviour varies. In countries like Spain and Italy, in-store visits are rising, showing that an omnichannel strategy is no longer optional. 

Winning Singles’ Day

1. Search & shopping

• Maximise reach & efficiency: Use AI-driven search campaigns like DSA, AI Max, or PMax, powered by first-party data. 

• Optimise shopping: Use merchandising insights, trending product data, and AI pricing to boost margins and capture demand. 

• Drive conversions: Ensure promotion readiness, seasonality adjustments, and creative optimisation. 

• Proactive management: Monitor budgets, scale deal visibility, and stay ahead of real-time demand. 

2. Video & app

• Drive reach: Video campaigns broaden your audience and feed your remarketing lists. 

• Continuous strategy: Keep Demand Gen campaigns active, using product feeds and strategic placements. 

• Maximise app ROI: Smart bidding for new users and in-app conversion optimisation for existing users. 

• Amplify visibility: Use premium placements like Mastheads for maximum visibility. 

3. Early omni-engagement

• Preparation is key: Tune store visit and sales count metrics for the holiday season. 

• Budget adjustment: Adjust budgets to capture emerging offline and online demand. 

• Performance management: Optimise formats like LIA and PM4SG to capture the full omnichannel journey. 

Singles’ Day 2025 isn’t just about launching promotions, it’s about creating a comprehensive, omnichannel experience that anticipates shopper needs. The retailers who succeed will combine early preparation, AI-driven insights, seamless online-offline integration, and continuous engagement through the platforms that matter most. 

As competition ramps up for peak, Productcaster’s tech suite helps retailers get more from their shopping budget. Book a demo now to make this peak your best one yet!