Singles Day (November 11), which was first started by Chinese college students in the 1990s, is the antithesis of Valentine’s Day. It is a day dedicated to the celebration of singledom.

Some singles have developed various rituals to mark the day including gifting friends with 1 figure-shaped items, from toothpicks to half of a deep fried double dough stick. Other singles, who aren’t into celebrating their status, will go on a blind date on the day so that they don’t have to be alone.

One of the most outstanding customs is self-gifting: This is a day for self indulgence and rewards for hard work all year round.

The world’s greatest shopping extravaganza

Singles Day is hands down the world’s biggest online shopping event. On Singles Day last year marketplace giant Alibaba recorded $30.3 billion in sales in a 24-hour period, more than Black Friday and Cyber Monday combined.

China is the world’s largest e-commerce market, with annual sales approaching $1.53 trillion. So there’s room for everyone – Alibaba is not the only corporation that can profit from the holiday, global retailers can capitalize on this day as well.

The Chinese favor foreign labels so this shopping day represents a unique opportunity for global brands. According to Alibaba, over 40% of Singles Day shoppers purchased international brands, including Apple, Dyson, Gap, Estée Lauder, L’Oréal, Kindle, Nestle, Nike, and Adidas.Over 240 international brands recorded at least $14.4 million in sales.

4 Tips for global online retailers

• Offer popular items

Last year buyers favored health supplements, followed by milk powder and diapers. Makeup products, including emulsions, facial masks, face wash and toner, were also high on the national shopping list. However, as a large number  of shoppers are savvy millennials, many sought out electronics, smartphones and gadgets. Due to the fact that a significant percentage of the shoppers are women, apparel and home goods also sold very well.

• Spread your wings

Singles Day has spread beyond China to Southeast Asia and other locations. In countries like Singapore, Indonesia, Thailand and Vietnam, local residents eagerly await the day’s special sales.Last year, prior to Singles Day, China’s largest retailer, JD.com, rolled out a two-week campaign called  “11.11 Crazy Hot Sale,” in which it targeted Thai shoppers. Even US retailers are starting to adopt Singles Day, as a time when Americans can express well-deserved self-love.

• Provide familiar mobile app payments

Chinese online consumers use WeChat for every aspect of their lives, from scheduling doctors’ appointments and shopping to messaging friends and payments. Shopping by smartphone in China is quick and easy, thanks to convenient payment methods, particularly Alipay, Union Pay and WeChat Pay. If you want to make a hit on Singles Day, integrate these familiar payment platforms on your Chinese website.

• Reach out through social media

The Chinese are very connected to social media. While WeChat is the most effective way to reach potential customers, Weibo (similar to Twitter) and Youku Tudou (similar to YouTube) are also widespread. Post videos, interactive content, and special coupons to attract followers.

Singles Day offers online retailers huge potential both in China and abroad, but it is very important to study your target audience’s culture, shopping preferences and spending habits before taking the plunge.  

How can you plan an e-commerce campaign that will make you stand out and attract both new and veteran shoppers to your brand? 

Review last year’s campaign and check out the competition 

Take a good look at last year’s marketing activities and analyze which were the most successful techniques. Did your email campaign bring in new interest? Which social media platform was most successful? Were buyers responsive to special offers and coupons?

A good way to get innovative ideas is to check out your competitors. What did they offer last year? Did they come up with special strategies to arouse increased interest in their brand? 

Time your campaign carefully

First you must determine the basic concept of your campaign. Think about your message and what you are trying to achieve. Then go into the timing, such as the dates when certain products will be promoted, as well as which social media platform you will be using and when (including Instagram, Pinterest, YouTube videos, Facebook, etc). Consider whether you want to add influencers and/or giveaways and contests to the mix. Determine when it is best to add seasonal Google Ad campaigns.

Start posting teasers as early as September and plan your posts carefully so that you build up anticipation and lead gradually up to your special surprises as the holidays grow nearer. 

Add one-time offers and surprise elements

When holding a contest, offer super prizes like a candlelit dinner for two, a romantic couple’s spa day, or bungee jumping for those who love competitive sports, depending on the age and entertainment preferences of your target audience. Create a “mystery box” that includes a random selection of your most popular products worth more than the price you are charging. 

Spoil your loyalty club members by offering a grand giveaway right before the holidays in addition to seasonal discounts and special, one-time offers. Create a sense of expectation and excitement to keep your audience riveted.

Use personalized content, creative videos and exciting pictures

Buyers are not interested in reading lengthy, general content. In order to engage customers you must deliver customized messages that prove your brand’s interest in them as well as providing a solution to their personal problem. 

Make a range of innovative videos, from “how tos” to new product showcasing, to customer testimonials. Create a series of clever Instagram stories and upload a variety of exciting pictures to pique curiosity and interest. Come up with a creative holiday theme such as nostalgia, new year resolutions, lifestyle changes, social responsibility or collections. Build on them to create a productive, long-term bond with prospective customers.

Think outside-of-the-box

Don’t be afraid to let your imagination go a bit wild when it comes to holiday campaigns. To snag weary consumers’ interest, you need to stand out. Try some exciting new stuff related to unique content, humor, surprises and prizes, and see how it all goes down. May the force be with you!

Image courtesy of kjpargeter

Here are several upcoming holidays that intrepid retailers can use to attract new customers and reconnect with return buyers:

August 26 – National Dog Day

Founded by Colleen Paige in 2004, Dog Day was originally conceived as a day to show appreciation for service dogs and draw attention to the plight of abused dogs. Today, many Millennials have pet dogs. This is a day that dog owners will go out to buy sweaters and new toys for their pets, so retailers with pet stores and online doggie products should advertise special sales on their websites and social media well in advance. 

September 8 – National Grandparents Day

Recognized as a US holiday since 1973, National Grandparents Day is a time to pay respect to grandparents, recognize the impact of the elderly on the lives of the young, and enable grandparents to lavish love on their grandchildren. This day is celebrated in many countries worldwide, though not on the same date.

Retailers may take advantage of this day by offering discounts on a variety of gifts for the elderly.  Some people throw parties for their grandparents, so discounts on cakes, favorite foods and decorated paper products are in order. Flower arrangements are also popular gifts. 

September 29 – National Coffee Day

Coffee Day is celebrated all over the world. Many businesses offer free coffee on this day and pass coupons for free or reduced cups of coffee. This is the day to buy yourself or other coffee lovers their favorite beans. 

Coffee shop and restaurant owners can offer special discounts on meals accompanied by coffee, and an array of exotic types of coffee at holiday rates. 

 October 3 – National Boyfriend Day

While National Boyfriend Day is not an official holiday, you’ll be relieved to learn that it has a counterpart (Girlfriend Day) on August 1. This is a day to cherish one’s significant other. 

A wide range of retailers can take advantage of this holiday by offering special gifts for men, both young and old. Whether the guy’s dream gift is a fishing rod or a cool electronic gadget, advertise your special gift choices in advance in-store, online and via social media.

October 29 – National Cat Day

Not to leave the felines out, Colleen Paige created National Cat Day in 2005. This day advocates animal welfare and celebrates the love cats and humans have shared for centuries.

This is a perfect opportunity for pet-shop retailers to offer treats and toys for cats. Cat owners can have a portrait taken of their cat and buy them special meals to celebrate. Creative retailers can offer sales on other products for cat lovers, from new beds to soft blankets and special pillows. 

Cause for Celebration

There are several well-known holidays just around the corner like Columbus Day, Halloween, Thanksgiving and Christmas. But by celebrating and commemorating minor holidays on your website and in your physical store, you are connecting with your customers, keeping them involved, and bringing them back for more.

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Our  new e-book  provides a guide to holidays worldwide, the gift recipients, and the most popular types of presents given on each occasion.

Read A Guide to Global Holidays and Gift-giving to gain a better understanding of your cutomers’ cultures and buying preferences worldwide. Learn how to boost sales at high seasons and generate brand loyalty and return shoppers.

Read A Guide to Global Holidays and Gift-giving

Spring-time and renewal

Spring is the season for rejuvenation. Use that theme to promote your products: For example, if you are a carpentry or building materials retailer, upload DIY videos about various home repair and decorating projects on your social media channels. If you run a gardening center, post a video about ways to upgrade customers’ landscaping and replanting after the winter frosts. If you sell sports clothes and equipment, this is the perfect time to offer specials on products connected to spring sports.

Spring break is a great opportunity for travel to sunny destinations, so online retailers connected to the travel and hospitality industries can offer special deals in advance. Hold a quiz or contest related to travel and give the winner a trip to a warm location. Or ask customers to upload videos about their favorite vacations and offer a prize to the best entry.

Specials on clothing and shoes for warmer weather are a no-brainer, but definitely worthy of mention, too. Even companies selling home appliances or cars can declare a “spring cleaning our inventory” sale and offer special discounts.

Bring on the holiday spirit

The spring months include several popular holidays such as Easter, Passover, Earth Day, Mother’s Day and Father’s Day. Use your imagination to tie up some of these holidays to your products. If you sell cooking utensils, make special offers for Passover and Easter. Hold a recipe contest on social media among your buyers and offer a special prize to the winner.

If your niche is arts and crafts, post pictures of decorations customers can make or buy for their holiday tables. You can also offer a prize to the customer who sets up the most impressive homemade decorations on the holiday table.

On Earth Day last year, several large companies offered deals to encourage eco-friendly purchases. Staples rewarded members with a cash discount when recycling unwanted electronic devices. Pokemon GO co-hosted cleanup events with local non-profits at several locations, unlocking in-game rewards as an incentive. Ikea organized a free workshop on how to decorate one’s home with potted plants and other products inspired by nature.

Gifts for Mom and Dad no longer need to be limited to flowers and ties respectively. Millennials love experience gifts for themselves, so why not for the parents? Offer your consumers special deals on concert tickets or wine tasting tours. Create a package that includes a tour of a special site, like a botanical garden, and a festive meal. Offer your millennial the opportunity to create a shared family experience for parents and their children alike.

Apply creative marketing

Apply creativity to your marketing initiatives, whatever the season. Engage your customers in interesting activities, in order to create unique and fun shopping experiences. Inspire fond memories of your brand and encourage ongoing interaction year round.

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How is Valentine’s Day transforming and why is this a boon for online merchants?

Non Celebrants

Much like the spirit behind China’s “Singles Day,” last year three out of 10 young adults who said they were not celebrating the day at all decided to purchase “anti” Valentine gifts for themselves or got together with family or friends. The concept was that no “significant other” was necessary to celebrate the day. For intrepid retailers, this is a great opportunity to move away from standard romantic gifts and offer a wide range of self-indulgent products from new phones and electronic gadgets to spa days and makeovers.

Experiential Celebrants

Millennials are young people who enjoy sharing new experiences with their loved ones. Last year 42% of those surveyed by the National Retail Federation hoped to receive an experience-based gift. While tickets to various generic sports events and concerts are popular, creative merchants can offer unique experiences such as a tour of a winery, a cooking event, a workshop or any other kind of special event connected to their brand. This is a great opportunity to personally engage new customers with your offerings.

Pet Parent Celebrants  

Love takes many forms. Many young consumers regard Valentine’s Day as an occasion to indulge their pets. Last year a quarter of those under age 35 bought gifts for their pets and outspent older shoppers. Anything goes, from sweaters and heart ID tags to a Valentine’s Day gift basket full of dog or cat treats or a kangaroo pouch hoodie to carry your pet. Here too, creative retailers can cater to a highly lucrative new trend and eager consumers.

Share the Love Celebrants

Valentine’s Day is no longer just for couples. It has expanded into a day to celebrate love and friendship in all its forms. Some people choose to pop by their parents or grandparents’ for a visit, armed with a special gift. Others treat one of their siblings to an experience or an item they’ve been wanting for a while. Some celebrate by volunteering for a good cause and making the day special for someone in need. The broadening of the concept of love opens the door for retailers to offer a wider range of gifts for recipients of all ages.

Catering to Evolving Love

As Valentine’s Day evolves into a holiday commemorating all types of love, celebrants are increasingly seeking a wider range of gifts than chocolate and flowers. Online merchants who can offer unique gifting opportunities to consumers seeking something different stand to reap considerable benefits and promote involvement with their brand.

Photo courtesy of Sarah Pflug

Among other elements, successful sales are about offering the right prices at the right place and the right time. You know what discounts you can offer, but where is the right place? Are those the only two shopping days you should be aiming for? What is likely to attract customers to your website rather than another?  

Let’s study consumers’ shopping behavior on Black Friday and Cyber Monday this year in order to take away important lessons for the 2019 shopping season (which is closer than you think).  

Where’s it happening?  

Many shoppers preferred to do their shopping online from the comfort of their home this year, where they could conduct price comparisons and make their orders without being jostled or waiting in line in a physical store. Nevertheless, the “buy online and pick up at store” option increased by an impressive 50% during the 2018 shopping season, meaning that the brick-and-mortar store still has an important role to play. Retailers should keep this in mind, and set out attractive sales displays near pick-up areas.  

Which devices are they using?  

Smartphones were far and away the most popular shopping devices with an increase of 79% over last year. According to Digital Commerce 360, purchasing via mobile phones on Black Friday constituted 33.5% of all online shopping. So responsive web designs and well functioning apps are a must.  

Additionally, you must be able to offer seamless payment options and fast checkout. For example, Shopify recently released a Dynamic Checkout feature which incorporates a Buy Now button on product pages so that the customer can skip the shopping cart and go directly to checkout. Be that as it may, there are still many customers who like to use their desktop for browsing and comparisons, so keep your website attractive and user-friendly, too.    

When are they shopping?  

While Black Friday and Cyber Monday are undoubtedly huge sales days, many stores have transformed these days into a “Black Weekend.” November 11 (known as Singles Day in China) is a huge global sales day. Alibaba reported that it delivered $30.8b in GMV in 24 hours, with 1 billion packages shipped. What started out as a couple of huge sales days seems to be stretching out to a sales month in anticipation of Christmas. While not all retailers can offer huge discounts over a whole month, they can reach out to customers with coupons, special events and gift cards to generate interest.  

How can you attract customers?  

Direct traffic drove sales the most in November 2018. It accounted for 27.2% of the sales while paid search came second at 24%, and natural search covered 20.8%. Reach out to your customers directly through customized emails, web push notifications and text messages. Make sure to use SEO optimization because it is key to attracting customers.  

Check if you are using the right channels to contact your customers. The increased use of smartphones for shopping goes hand in hand with the use of social media. Analyze your target audiences and determine which social media channels appeal to particular customers. Interact with them personally where you know you can find them, and present special gifts or offers according to predicted or previous shopping habits.   

Go digital, stay personal  

We don’t need to gaze into a crystal ball to predict that things will get even more digital a year from now. While going digital is a given, you will need to carefully plan your marketing and sales techniques in 2019 to capture your customers at the right place and the right time, and with precisely the right customized message.  

Photo courtesy of Nicole De Khors