# Singles' Day (11.11)

> Alibaba reported $84.54 billion in GMV over an expanded Singles' Day festival.

- Owner: Alibaba Group / Taobao Mall (later Tmall)
- Kind: Campaign
- Sector: Retail
- Seed date: 2009-11-11
- Milestone date: 2019-11-11
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 77 (Breakout, provisional), v1.2
- Mechanics: Newsjacking, Scarcity drop, Real-world spectacle, Platform jump, Controversy

## Summary

Taobao Mall launched the sale in 2009. It became the world's largest online shopping event, with celebrity galas and livestream sellers. Alibaba reported $84.54 billion in festival GMV in 2021 and stopped publishing the total in 2022.

## Timeline

- 2009-11-11 — Alibaba / Taobao Mall (Open web) — Taobao Mall ran a one-day sale with 27 merchants and discounts of 50%.
- 2012-11-13 — Hacker News commenters (Open web) — Hacker News users discussed the sale's reported record and debated Taobao's shopping experience.
- 2013-11-12 — The Tech (Press) — The Tech reported that Alibaba had processed over $5.75 billion in payments during the sale.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/singles-day-alibaba

Cite as: How It Spread (2026). “Singles' Day (11.11).” Case HIS-01423. Spread Score v1.2: 77/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01423