- As the American holiday shopping season kicks off, the shadow of Alibaba’s Singles Day still looms large.
- More Americans than ever shopped on Alibaba’s Singles Day. They spent $1.82 billion, an increase of more than 29% over 2017.
- The biggest impact of Singles Day on Black Friday is American companies taking a page out of Alibaba’s playbook and kicking off sales earlier to drive greater online spending.
Black Friday sales hit record highs this year. But, that doesn’t mean it was the biggest online shopping day in the world this November.
Shoppers spent $2.4 billion online on Wednesday, a whopping 31.8% increase from 2017, according to Adobe Analytics data. Thanksgiving Day online sales hit $3.7 billion, 28% growth year over year. Black Friday was similarly impressive, with $4.1 billion in online sales as of 8 p.m. ET, an increase of 23.3%.
However, there was another major shopping day earlier in November. On Singles Day — November 11 — Alibaba sales reached $30.8 billion online globally, far exceeding Black Friday figures.
Most of those sales were in China. However, US shopping on Singles Day grew 29.1% compared to 2017, according to Adobe data.
“If you look at the average Ali Express consumer in the US, they’re middle class folks just like in China,” Alibaba president Michael Evans told Business Insider on Singles Day in Shanghai.
American shoppers spent $1.82 billion online on Singles Day — less, even, than on the Wednesday before Thanksgiving. However, the impact of Singles Day in the US is quietly and swiftly growing.