It’s the most wonderful time of the year! That time when retailers start planning their marketing strategies for Q1 and beyond.
We’re sure that your 2017 marketing calendar will be packed full of gift-giving holiday opportunities. Cyber Monday. Black Friday. National Hug Your Cat Day. Think you’ve got it all covered? Think again. There’s a new holiday on the horizon, and you’ve probably never heard of it.
Introducing Singles’ Day (yes, that’s a thing now.)
It’s been around since the 90’s, so why is this news to you? Good question. The biggest shopping day in the world, a holiday that originated in China as a way for college students to celebrate their singledom, has remained a day restricted primarily to Asian markets. Until now.
The growing popularity of this day can be attributed in large part to retail giant Alibaba. In fact, in Asia, Singles’ Day has blown up into Singles’ Season, a month of promotions and events culminating on 11/11. And, by the way, anyone can benefit from these promotions, regardless of their relationship status.
Coming to a country near you.
Singles’ Day is primed to take off in the US. The past few years have shown some early adoption; in fact, returns on ad spend spiked for Non-Asian publishers in 2016. We believe that we’ll start to see some significant growth in the US market in 2017.
Get in on the action.
Want to reap the rewards of Singles’ Day? Plan early. As a holiday that’s positioned after Back to School and before peak Christmas shopping begins, it’s perfect for promoting a little self-indulgence. And the numbers prove it. If you’re looking for a starting point, the health and beauty category is a good bet.
So this year, when you plan out your calendar, single out this day as a part of your strategy. It’s one opportunity (and so many gifts!) your customers won’t want to miss.