Digital Transformation

Singles’ Day surges 32% year-on-year as UK consumers warm to event shopping

By John Glenday | Reporter

November 23, 2017 | 3 min read

Singles’ Day has racked up double-digits year-on-year growth of 32% in the UK as consumers increasingly warm to the global phenomenon of event shopping.

Figures compiled by Rakuten Marketing show that ecommerce retail sales climbing 12% year-on-year for the 2017 holiday period as a result, although the time taken between a first online interaction and purchase in the apparel and accessories category actually increased by 12% compared to earlier in the month as shoppers prep for bargains.

Rakuten marketing

Singles’ Day surges 32% year-on-year as consumers warm to event shopping

Abi Jacks, Rakuten Marketing UK marketing director, commented: “Thanks to globalisation and strong promotions from international retailers, consumers are engaging with international events more than ever. This year, retailers should expect longer sales cycles approaching the holidays, as consumers take more time to explore multiple promotional options when considering a purchase.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“It’s crucial to remember these global sales moments are both a time of heightened demand and competition. The opportunity is enormous but marketers operating in western markets must acknowledge that as commerce becomes ever more globalised, they must consider how to manage their investment across channels to keep their products front of mind.”

Consumers are beginning their shopping research earlier and earlier with 24% starting their hunt as early as the summer, while a further 59% start to hit the shops from Halloween – with the result that 48% of people have actually finished their Christmas shopping prior to the month of December.

Singles' Day first rose to prominence in China but has been overshadowed by the likes of Black Friday and Cyber Monday in the West.

Digital Transformation

More from Digital Transformation

View all


Industry insights

View all
Add your own content +