Business · Companies · 4 hrs ago
China’s 11.11 shopping season inspires early promotions in Brazil
China’s 11.11 shopping season now runs for weeks, with retailers offering deals in stores, apps, online marketplaces and livestreams.
The event began in the 1990s among students at Nanjing University, where the date came to represent single people and became known as Singles’ Day.
Alibaba later turned it into a retail campaign, and Alipay helped support the payments behind its growth.
The 2025 season generated an estimated 1.695 trillion yuan, or about US$237 billion, according to consultancy Syntun.
Retailers use early deals and mobile offers to attract shoppers, encourage purchases and collect customer data.
Brazilian platforms are adopting double-date sales such as 9.9, 10.10 and 11.11, while Mercado Livre uses them to build momentum before Black Friday.
Those promotions are helping bring Black Friday campaigns forward in Brazil, though the provided information does not say what happens next.
China’s 11.11 shopping season has inspired Brazilian retailers to run promotions ahead of Black Friday.
In China, retailers start 11.11 campaigns days or weeks before November 11, using stores, apps, marketplaces and livestreams.
The 2025 season generated an estimated 1.695 trillion yuan, or about US$237 billion, according to consultancy Syntun.
Platforms including Shopee, Shein and AliExpress use dates such as 9.9, 10.10 and 11.11 for promotions in Brazil.
Mercado Livre has also used repeated-number shopping dates to build sales ahead of Black Friday.
- Who
- Chinese retailers and platforms, and Brazilian retailers including Mercado Livre, Shopee, Shein and AliExpress.
- What
- China’s extended 11.11 promotions are inspiring Brazilian retailers to add early sales campaigns before Black Friday.
- When
- The 11.11 event takes place on November 11. Retailers begin promotions days or weeks in advance.
- Where
- China and Brazil.
- Why
- The extended campaigns give companies more time to attract customers and encourage purchases.
This story does not have two clearly opposing sides.
Students at Nanjing University began using November 11 as a day associated with single people.
Alibaba brought the date into retail, with 27 merchants taking part.
The 11.11 season generated an estimated 1.695 trillion yuan, or about US$237 billion, according to Syntun.
Mercado Livre brought forward its promotional season with connected campaigns featuring singer Anitta.
- 11.11 season sales in 2025
- 1.695 trillion yuan, about US$237 billion
- First retail campaign
- 27 merchants
- Brazilian platforms using double-digit dates
- Shopee, Shein and AliExpress
- Mercado Livre campaign
- Featured singer Anitta