The 11/11 Glob­al Shop­ping Fes­ti­val, or Sin­gles Day for short, gen­er­ates more online sales than Black Fri­day, Cyber Mon­day and Prime Day put togeth­er.

James Martin/CNET

Updat­ed Nov. 10 at 1:29 p.m. PT with the lat­est Sin­gles Day and Vet­er­ans Day offers and deals. 

With almost $31 bil­lion in retail sales last year alone, Chi­na’s year­ly 24-hour 11/11 Glob­al Shop­ping Fes­ti­val is now big­ger than Thanks­giv­ing, Black Fri­day, Cyber Mon­day and the week­end in between com­bined. Adobe Ana­lyt­ics pre­dicts this year’s five-day Thanks­giv­ing week­end will dri­ve about $29 bil­lion in retail sales, both online and in-store. So, why have so few Amer­i­cans even heard of Sin­gles Day?

The his­to­ry of the world’s biggest shop­ping day of the year begins with a much small­er, lone­li­er numer­al — the num­ber 1. The unof­fi­cial Chi­nese hol­i­day cel­e­brat­ed every Nov. 11 start­ed out as Sin­gles Day in 1993, when stu­dents at Nan­jing Uni­ver­si­ty in Chi­na’s Jiang­su province began host­ing sin­gles par­ties meant to counter the neg­a­tive social stig­ma asso­ci­at­ed with sin­gle­hood. Since this was a hol­i­day designed to bring sin­gles togeth­er, they chose the date with the most 1s — 11/11 — to cel­e­brate. And it only grew from there, espe­cial­ly after being super­charged by Chi­nese retail giants Aliba­ba and JD in the more recent online era — right down to includ­ing a giant Tay­lor Swift con­cert to boot. 

Black Fri­day 2019 Ear­ly Black Fri­day deals that are actu­al­ly worth a damn Cyber Mon­day: Worth wait­ing for? Hol­i­day gift guide 2019: CNET edi­tors’ top picks

Thus far, efforts to inter­na­tion­al­ize the big shop­ping day haven’t caught on — the date is Vet­er­ans Day in the US, Armistice Day in Europe. But in the end, it may come down to seman­tics and SEO: Whether you call it a Vet­er­ans Day sale, an ear­ly Black Fri­day sale or a Sin­gles Day sale — a deal’s a deal, right?

To that end, we’re pulling togeth­er the best sales we’re see­ing.

Best Black Fri­day deals avail­able now and com­ing soon 27 Pho­tos Best Sin­gles Day 2019 deals avail­able now Get an extra 20% off select styles at Nike.com with code SINGLES

Whether you call them sneak­ers, run­ning shoes or ten­nis shoes, you can get 20% off plen­ty of styles at Nike.com. The same goes for jack­ets, ath­let­ic wear and more.

See at Nike Casper: 10% off any order with a mat­tress with code COZY10

Casper is the big dog in the online mat­tress are­na, and the com­pa­ny is offer­ing a full 10% off any order that includes a mat­tress. Use code COZY10.

Offer good now through Nov. 11.

See at Casper Reebok: 60% off select items with code SINGLE

Reebok has set carved out a spe­cial “Sin­gles Day Col­lec­tion,” and it’s offer­ing up to 60% off the items there­in with code SINGLE.

Offer good now through Nov. 11. 

See at Reebok Eliz­a­beth Arden: 20% off $125 + 2 free gifts with code ARDEN1111

The cos­met­ics retail­er is offer­ing 20% off pur­chas­es of $125 or more, and throw­ing in 2 com­ple­men­tary gifts, too. Just use code ARDEN1111.

Offer avail­able now through Nov. 13.

See at Eliz­a­beth Arden Hori­zon Fit­ness: 11% off sitewide

OK, this one is labeled on their site as an “ear­ly Black Fri­day sale.” But either way, it looks like you get 11% off any sta­tionery bike, tread­mill, ellip­ti­cal machine or any­thing else in Hori­zon’s inven­to­ry. 

Offer good now through Nov. 11. 

See at Hori­zon Fit­ness Iso­ton­er: 30% off sitewide with code VET19

As you can tell from the dis­count code, this is real­ly a Vet­er­ans Day sale doing dou­ble duty for Sin­gles Day. But note that Iso­ton­er isn’t just gloves — the site offers plen­ty of oth­er cloth­ing and acces­so­ry options for men and women.

Offer good now through Nov. 11. 

See at Iso­ton­er Jurlique: 30% to 33% off orders start­ing at $45 with code GLOWING

Jurlique has a wide range of skin care, bath soaps and body lotion prod­ucts, and the bou­tique is lean­ing in to the Sin­gles Day with 30% or more off orders of $45 and up with code GLOWING. 

Offer valid now through Nov. 12.

See at Jurlique Brook­li­nen: 15% off every­thing

Look­ing for sheets, bed and bath acces­sories or oth­er home­wears? Get 15% off any­thing at Brook­li­nen, with no min­i­mum to buy.

Starts Sun­day, 10 a.m. ET (7 a.m. ET), ends Mon­day, 11:59 p.m. ET (8:59 p.m. PT).

See at Brook­li­nen Watch Sta­tion: 20% off with code VET20

Again, this one if real­ly a Vet­er­ans Day dis­count, but it’s 20% off with code VET20 for applic­a­ble wrist­watch­es in Watch Sta­tion’s vast col­lec­tion.

Offer avail­able now through Mon­day, Nov. 11. 

See at Watch Sta­tion Michele: $100 off deco sport watch­es

The high-end wom­en’s wrist­watch retail­er is offer­ing $100 off its deco sport watch­es for Sin­gles Day.

Offer avail­able now through Mon­day, Nov. 11.

See at Michele Eight Sleep: Save $200 on “The Pod”

Mat­tress retail­er Eight Sleep has a high-tech mat­tress and tem­per­a­ture reg­u­la­tion sys­tem called “The Pod,” and it’s offer­ing a $200 sav­ings on the com­bo as part of a Vet­er­ans Day pro­mo­tion.

Offer avail­able now through Mon­day, Nov. 11. 

See at Eight Sleep Spon­gelle 48-hour Sin­gles Day flash sale

If you’re look­ing for Amer­i­can made soaps and bath sup­plies for men and women, Spon­gelle is the place. Look for items dis­count­ed to as low as $11. 

48-hour sale starts ear­ly Sun­day, ends late Mon­day.

See at Spon­gelle Start­ing Mon­day, Nov. 11 Sock It To Me: 11% off & free ship­ping

Sock It To Me spe­cial­izes in (you guessed it) socks, but the retail­er also has an exten­sive col­lec­tion of under­wear, too. But whichev­er you’re inter­est­ed in, a lot of it is 11% off on Sin­gles Day, with free ship­ping to boot.

Offer avail­able Mon­day, Nov. 11.

See at Sock It To Me Quay: 22% off select sun­glass­es with code SINGLES22

Aus­tralian fash­ion retail­er Quay is offer­ing 22% off select sun­glass­es with code SINGLES22.

Offer avail­able Mon­day, Nov. 11. 

See at Quay boohooMAN: 11% off sitewide with code SINGLE

The avant-garde men’s cloth­ing retail­er is offer­ing 11% off sitewide with code SINGLE.

Offer avail­able Mon­day, Nov. 11. 

See at boohooMAN Larq Water Bot­tle: 11% off code CBS11

Yes, water bot­tles are all the rage, and plen­ty of enthu­si­asts love Lar­q’s self-clean­ing mod­el. And now you can save 11% on it with code CBS11.

Offer avail­able Mon­day, Nov. 11. 

See at Larq How Sin­gles Day became so big in Chi­na

Like many hol­i­days whose non­com­mer­cial ori­gins have since been co-opt­ed by the retail indus­try, how­ev­er, the mar­ket­ing poten­tial of Sin­gles Day did­n’t go untapped for long. In 2009, Daniel Zhang, CEO of Chi­nese e‑commerce behe­moth Aliba­ba, sparked what would soon become a rag­ing infer­no of con­sumer demand­ed when he rebrand­ed Sin­gles Day as the 11/11 Glob­al Shop­ping Fes­ti­val. By slash­ing prices on every­thing from clothes and jew­el­ry to appli­ances and elec­tron­ics for just 24 hours — and get­ting over two dozen oth­er ere­tail­ers to do the same — Zhang trans­formed Sin­gles Day from a rel­a­tive­ly obscure cam­pus tra­di­tion into a rev­enue-gen­er­at­ing jug­ger­naut almost overnight.   Now, a decade lat­er, the num­ber of par­tic­i­pat­ing ven­dors has increased from the orig­i­nal 27 mer­chants to include over 180,000 Chi­nese and inter­na­tion­al brands. Assum­ing the event con­tin­ues its trend of dou­ble-dig­it year-over-year growth, this Sin­gles Day will set yet anoth­er world record for same-day sales, pos­si­bly near­ing or even exceed­ing the $40 bil­lion mark.

Online Black Fri­day sales reached $6.22 bil­lion in 2018, but Sin­gles Day tal­lied almost $31 bil­lion in sales.

James Martin/CNET

By way of com­par­i­son, last year’s Black Fri­day and Cyber Mon­day drove $6.22 bil­lion and $7.8 bil­lion in online sales respec­tive­ly. Ama­zon does­n’t dis­close pre­cise Prime Day sales fig­ures, but the com­pa­ny did report that gross rev­enue from 2019’s 48-hour event exceed­ed the retail­er’s num­bers for 2018’s Black Fri­day and Cyber Mon­day com­bined. Even still, it’s hard to com­pete with the buy­ing pow­er Chi­na’s 1.4 bil­lion cit­i­zens bring to Sin­gles Day.

The biggest sale that nobody’s heard of

Yet despite Sin­gle’s Day sta­tus as the reign­ing king of sin­gle-day shop­ping events, remark­ably few of the over 1.5 bil­lion sales trans­ac­tions processed on Sin­gles Day orig­i­nate out­side of Asia. Despite the Aliba­ba CEO hav­ing expressed a desire in recent years to expand par­tic­i­pa­tion glob­al­ly, west­ern mer­chants and con­sumers haven’t been quick to jump onboard. Accord­ing to Adobe Ana­lyt­ics, only about 24% of US retail­ers say they’re plan­ning to run Sin­gles Day pro­mo­tions this year. 

One pos­si­ble hur­dle in the US at least is that Sin­gles Day falls on an already deeply entrenched US hol­i­day: Vet­er­ans Day. Not only do some US retail­ers already hold Vet­er­ans Day-themed sales, the solem­ni­ty and patri­o­tism most Amer­i­cans asso­ciate with Vet­er­ans Day don’t exact­ly jibe with the 11/11 Glob­al Shop­ping Fes­ti­val’s ram­pant con­sumerism and Sinocen­tric ori­gins. (The same is true in Europe where the day is com­mem­o­rat­ed as Armistice Day, the end of the First World War.)

Most of the action on Black Fri­day is in brick-and-mor­tar stores, but Sin­gles Day, like Cyber Mon­day, is pri­mar­i­ly an online shop­ping event.

Ali­na Bradford/CNET How to find Sin­gles Day deals in the US

That said, par­tic­i­pa­tion is slow­ly expand­ing, and sev­er­al com­pa­nies either based or doing busi­ness in the US are already adver­tis­ing Sin­gles Day-themed dis­counts and sales (the best of which we’ve col­lect­ed above). Unlike many mer­chants offer­ing Black Fri­day deals, retail­ers offer­ing Sin­gles Day sales often start adver­tis­ing dis­count­ed prices in advance of the day of the sale, so you can browse in the days and weeks lead­ing up to Sin­gles Day, then com­plete your pur­chase on Nov. 11.

Note that some of the sales host­ed by retail­ers based in Chi­na may be lim­it­ed to the 24-hour peri­od begin­ning at mid­night Nov. 11 Bei­jing time, which is 8 a.m. PT on Nov. 10.

eBay’s Brand Out­let offer­ing 20% off

Ear­li­er this year, eBay launched a store-with­in-a-store con­cept it’s call­ing the Brand Out­let. It fea­tures big-name brands like Adi­das, Cuisi­nart, Dyson, Ray-Ban and more. Now through Nov. 11, the pro­mo code JUMBO20 will apply a 20% dis­count to any items added to your cart from the Brand Out­let.

AliEx­press is an Eng­lish-lan­guage shop­ping site run by the Chi­nese retail­er Aliba­ba, whose CEO start­ed the 11/11 Glob­al Shop­ping Fes­ti­val in 2009.

AliExpress/Screenshot by Dale Smith/CNET The store that start­ed it all: AliEx­press

The vast major­i­ty of Sin­gles Day dis­counts avail­able to state­side shop­pers will be offered by two out­lets, one of which is AliEx­press, the Eng­lish-lan­guage site run by Chi­nese retail­er Aliba­ba. Its sale begins at mid­night PT on Nov. 11. 

Aside from a few well-known man­u­fac­tur­ers like Huawei, San­Disk and Anker, most of the brand names you’ll see on AliEx­press will be unfa­mil­iar to Amer­i­cans. But if you’re OK tak­ing a chance on prod­ucts made by com­pa­nies with names like Yi, Blue­dio, Mifa and Amaz­fit — and have the patience to wait a few weeks for a ship­ment orig­i­nat­ing half a world away to arrive — you can score deals like wire­less ear­buds for under $13, 4K action cam­eras for less than $32 or video door­bells under $22 — and those are just the reg­u­lar, every­day prices. Expect even deep­er dis­counts on Sin­gles Day.

Chi­na’s biggest sell­er, Eng­lish edi­tion: Joy­buy

Chi­na’s biggest retail­er, JD.com, was the sec­ond com­pa­ny to join with Aliba­ba in pro­mot­ing Sin­gles Day as the 11/11 Glob­al Shop­ping Fes­ti­val and is the sec­ond of the two pri­ma­ry cat­a­logues offer­ing Sin­gles Day sales to Amer­i­can con­sumers through its Eng­lish-lan­guage site Joy­buy. Joy­buy is stick­ing to Bei­jing time, so its sale will begin at 8 a.m. PT on Nov. 10 and run through 7:59 a.m. PT on Nov. 11 in the US.

JoyBuy.com, an Eng­lish-lan­guage com­merce site run by Chi­nese mega-retail­er JD.com, is adver­tis­ing Sin­gles Day sale prices ahead of the Nov. 11 event.

Screen­shot by Dale Smith/CNET

Com­pared to AliEx­press, Joy­Buy tends to stock a few more famil­iar brands, like Phillips, Whirlpool and Leno­vo, and gen­er­al­ly the mer­chan­dise avail­able on the site seems to be of slight­ly high­er qual­i­ty, but the prices reflect this dif­fer­ence, skew­ing much clos­er to that of sim­i­lar items avail­able on Ama­zon or eBay. Sin­gles Day dis­counts, how­ev­er, may alter that equa­tion, so it’s worth keep­ing your eye on JoyBuy.com as Sin­gles Day approach­es. 

Late to the game, but still a key play­er: Ama­zon

Although Ama­zon has set up a land­ing page for Sin­gles Day that specif­i­cal­ly men­tions cloth­ing, shoes and jew­el­ry, the self-pro­claimed “every­thing store” has yet to pop­u­late it with any actu­al Sin­gles Day-spe­cif­ic deals. Cur­rent­ly if you click on the Ama­zon Sin­gles Day link all you’ll see is a list of prod­ucts “Relat­ed to items you’ve viewed” and “Gift ideas inspired by your shop­ping his­to­ry,” pre­sum­ably this is where Ama­zon will high­light Sin­gles Day deals when they become avail­able.

Last year’s Sin­gles Day deals we may see again  Hap­py Socks: Last year offered 30% off gift box­es and free ship­ping on any order that includ­ed a gift box. L’Oc­c­i­tane: Last year offered $11 beau­ty duos and a free 11-piece make­up set with any pur­chase of $111 or more. Urban Out­fit­ters: Last year offered 11% every­thing on the site. Totokae­lo: Last year offered 11% on select items.  CNET Hol­i­day Gift Guide 2019 Hol­i­day gift guide 2019: CNET edi­tors’ top picks Stock­ing stuffers: Best tech gifts under $25 Best hol­i­day gifts for under $50 Best hol­i­day gifts under $100 for 2019 Best hol­i­day gifts under $250 for 2019 Best hol­i­day gifts under $500 for 2019 Best Black Fri­day 2019 gam­ing deals Best Black Fri­day 2019 kitchen and cook­ware deals The best Black Fri­day 2019 fash­ion and beau­ty deals

Orig­i­nal­ly post­ed ear­li­er, updat­ed with a full slate of new sales.

Now play­ing: Watch this: How to win Black Fri­day and Cyber Mon­day in 2019 2:25 Black Fri­day 2019 Cul­ture Ama­zon Leno­vo Philips Noti­fi­ca­tion on Noti­fi­ca­tion off TV & AUDIO

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