A Wren Says

The brief, uncited, history of Single’s Day can be summarized as this- treat yourself. A relatively recent day started in China, it is a day for singles to celebrate themselves. Whereas couples have Valentine’s Day, and pretty much every other holiday, November 11 is specifically for those who are not in relationships to celebrate themselves. And thus it became marketing gold.

Though started by bachelor college students, it was picked up by corporations. It became what it is now, the biggest sales day in the world. The messaging is about prompting the consumers to buy for themselves. This is the time to celebrate you, and a day when you should indulge. It is the only shopping day that I know of where it is unapologetic consumerism. We are not hiding behind the façade of gift giving or taking care of others. This is about getting what you want and exactly what you want.

From a marketing perspective, I am paying attention to how the history of the day changes the types of appeals that brands make to consumers. And because it is personal shopping, I would imagine it leads to far fewer returns than Black Friday which is bundled in with the holiday gift buying period.  I would like to learn more about this holiday and other ways that global culture impacts marketing. But more importantly, I would love to have an excuse to treat myself unashamedly. Well, there is always October 13, the real Treat Yo’ Self Day.