🛍️ Singles’ Day Comes to the US
This November, AliExpress, part of the Chinese tech giant Alibaba, is bringing Singles’ Day—a global shopping event originating in China—to US customers. The sale, starting with a three-day presale on November 8 and full discounts from November 11 to 18, is aimed at giving American shoppers an early chance to snag deals ahead of Black Friday. Singles' Day, known as Double 11 in China, has grown into a month-long sales festival with major brands participating each year.
💰 Discounts and Unique Promotions
AliExpress’s entry into the US market means American consumers can access discounts of up to 90% on a wide range of products, from electronics to home and beauty items. The platform is also introducing interactive promotions, such as the “$1 Challenge,” where shoppers can win products for $1 by shaking their smartphones. For entertainment, the platform is hosting a TikTok dance challenge with prizes up to $100 in credits. A survey by AliExpress indicates that 79% of Americans appreciate discounts, and 55% are open to shopping before Black Friday.
🌍 US-Based Merchants Join AliExpress
AliExpress launched its AliExpressDirect program last week to encourage US-based merchants to join the platform. This program allows American retailers to open stores on AliExpress, with no onboarding costs during a special period. This step marks AliExpress’s entry into the US seller market and echoes similar strategies by Chinese firms like Shein and Temu, which have recently made moves into the US. The company hopes to support local businesses while expanding the Singles' Day appeal in the US.
📈 Expanding as Competition Intensifies
For Alibaba, expanding Singles’ Day beyond China is part of a broader strategy to offset intense domestic competition. With giants like JD.com and Pinduoduo growing in China, AliExpress is focusing on international growth through initiatives like its new AliExpressDirect for US sellers. Chris Carl, AliExpress US’s head of marketing, noted, “We strive for Singles’ Day to be a moment where everyone can feel good about treating themselves.” As more American shoppers embrace early holiday shopping, Singles' Day may soon be a familiar event on the US retail calendar.
Could Singles' Day become bigger than Black Friday in the US?
