Singles’ Day is a $150B holiday in China. Here’s why I think ‘11/11’ will catch on in the US
Every year on November 11, China celebrates Singles’ Day, a holiday that has evolved from a lighthearted jab at Valentine’s Day among Nanjing University students in the 1990s into the world’s largest shopping event, raking in over $150 billion annually. The date, 11/11, was chosen for its resemblance to “bare sticks,” a colloquial term for singles in China. This cultural phenomenon not only eclipses sales figures from Black Friday and Amazon Prime Day combined but also reflects a significant shift in societal attitudes toward single living. As a behavioral economist and business school professor, I study how this trend is reshaping consumer behavior and market dynamics, suggesting that a similar celebration of singlehood could resonate globally, especially in Western markets.
The rise of Singles’ Day can be traced back to demographic changes in China, notably the long-standing one-child policy that resulted in a gender imbalance, leaving many men without partners. Concurrently, increased educational and career opportunities have empowered women to prioritize independence over traditional marriage. This cultural shift is mirrored across East Asia, where single-person households are becoming the norm. In Japan, for instance, single households outnumber those of married couples with children, while South Korea reports that nearly 36% of households are single-person. Such trends have led to the emergence of cultural movements like “ohitorisama” in Japan and “honjok” in Korea, which celebrate self-reliance and independence. Businesses have cleverly capitalized on these shifts, creating tailored products and experiences for solo consumers, from single-seat karaoke booths to themed promotions on Singles’ Day, where companies like Nike and Xiaomi launch exclusive products.
In contrast, the U.S. remains largely anchored in outdated assumptions about marriage and relationships. Current statistics reveal that half of American adults are unmarried, with a significant portion of them—especially among millennials and Gen Z—opting not to pursue traditional relationships. As my research indicates, singles are not a monolithic group; they possess diverse goals and lifestyles that businesses have yet to fully understand or cater to. For instance, while some singles aspire to settle down, others prioritize personal growth, travel, and independence. This diversity presents a unique opportunity for American companies to rethink their marketing strategies and product offerings. By recognizing the growing solo economy and adapting to the needs of this demographic—through non-romantic experiences, tailored products, and inclusive marketing—businesses can tap into a lucrative market that is often overlooked. The success of Singles’ Day in Asia serves as a compelling case study, suggesting that the U.S. could follow suit, embracing singles not merely as a market segment but as a vibrant and influential consumer group.
On Nov. 11 each year, a curious holiday takes over China. What began among Nanjing University students in the 1990s as a tongue-in-cheek counter to Valentine’s Day has exploded into the
world’s largest shopping event
: Singles’ Day.
The date, 11/11, was chosen because the four ones resemble “bare sticks,” Chinese slang for singles. Today, the holiday generates more than US$150 billion in annual sales, exceeding those on
Black Friday and Amazon Prime Day combined
.
As a bachelor, behavioral economist and
business school professor
, I study how single living is transforming consumer behavior and market dynamics. My work has convinced me that Singles’ Day, or something like it, could resonate far beyond Asia. Here’s why.
A profitable solo boom, starting in Asia
The unmarried will
soon make up the majority
in many countries, and this shift is already reshaping culture and commerce across Asia.
It’s not a coincidence that Singles’ Day emerged in China. The country’s one-child policy, in effect from 1980 to 2015, led many families to
prefer sons
– creating a gender imbalance that left millions of men without potential female partners. At the same time, rising education and career opportunities have given many women the independence
to forgo traditional marriage altogether
.
You can see a similar pattern across East Asia. In Japan,
single-person households
now outnumber those of married couples with children. In
South Korea
, one-person households reached nearly 36% in 2023, the highest share on record. Together, these shifts are fueling what Japanese call “
ohitorisama
,” or the “party of one,” and what Koreans describe as “
honjok
,” or “alone tribe,” cultures: movements that celebrate independence and self-reliance.
Businesses across Asia have seized the opportunity, catering to independent lifestyles with offerings such as
single-seat karaoke booths
and movie theaters designed for
solo patrons
. Singles’ Day is a prime example of companies capitalizing on this shift.
Each year, retailers across Asia embrace the occasion with themed promotions, presales and limited-edition product launches. Companies such as
Xiaomi
release exclusive smartphones, while
Nike
introduces new sneakers every Singles’ Day. Even airlines have joined in:
Singapore’s Jetstar Asia
once offered 111,111 discounted seats, positioning solo travel as an empowering experience.
Singles’ Day channels massive spending power – reframing singlehood as something to celebrate rather than lament – and shows how a retail event can feed a cultural shift. In the U.S. and across much of the rest of the world, meanwhile, businesses remain wed to an outdated assumption: that marriage is everyone’s destiny. It’s not.
Single in America
Right now,
half of American adults are unmarried
, and
half of those singles
aren’t seeking a relationship.
In 1960, only
10% of American adults
would remain single for life. Today, some forecasts show that
25% of millennials
, who are now between 29 and 44, and
33% of Gen Z
who are 13 to 28, will never marry. While the average age of first marriage was just
21 in 1960
, today it has
risen to 29
.
Through my Solo project – which includes a
book
,
podcast
and
TED talk
– I explore how widely single people’s goals vary, both in relationships and beyond.
By understanding singles’ diverse goals and lifestyles, American businesses can gain a competitive edge with targeted communication, innovative products and tailored services. Singles aren’t a monolith. My research identifies four main types:
“Somedays”
aspire to find “the one” and settle down. They are the group businesses usually market to.
“Just Mays”
share that goal but aren’t waiting around for it – they’re investing in homes, traveling solo and pursuing independent ambitions in the meantime.
“New Ways”
reject the idea that traditional marriage is the default, experimenting with models such as “living apart together,” polyamory or platonic partnerships.
“No Ways”
are opting out of the dating market entirely. Most do so not out of bitterness but because they have more important goals – or because they simply enjoy single life.
This diversity matters. “Somedays” may respond to dating apps and matchmaking services. “Just Mays” and “New Ways” gravitate toward experiences, hobbies and personal growth. “No Ways” are alienated by romance-centric messaging and instead embrace autonomy and community.
To explore how Singles’ Day might be received in North America, I
surveyed
nearly 400 U.S. singles ages 24 to 59. The most common ways they said they’d celebrate were by finding a date, treating themselves to a gift or practicing self-care.
American companies and the solo economy
In many industries, a 2% demographic shift ought to trigger an all-hands marketing meeting. So how can the decades-long rise of single living still go largely overlooked by most companies in the U.S.?
To be fair, there have been glimmers of recognition in recent years. For example,
in 2021, Visible Wireless repositioned its “family plans
” to “friends and family plans without the family drama.” In 2024, Norwegian Cruise Line
introduced studio cabins for solo travelers
, tackling the long-standing and dreaded “single supplement.” Similarly, IKEA, after offering a
Valentine’s dinner only for couples
in 2024, pivoted this year to
an inclusive promotion
: “Bring a loved one, a good friend, or the whole family.”
But those are the exceptions rather than the rule. What should U.S. brands do to appeal to this growing market? Here’s my advice:
Rethink assumptions about dating and belonging.
Not all singles seek romance. Create meaningful nonromantic experiences that reflect solo lifestyles – singles-themed events, community nights or “bring-a-friend (or don’t)” offers.
Segment by goals, not just age.
A 25-year-old solo traveler and a 60-year-old empty-nester may both respond to a message about independence.
Tailor offerings for people who live – and do things – alone.
The “
rightsizing
” trend is already underway: smaller grocery packs, single-serve meal kits, compact appliances and studio-friendly furniture. Travel and entertainment can follow suit with solo pricing, seating and perks that don’t penalize independence.
I teach my business students to ask, “Is there a market?” and “Can we serve it profitably?” The answers here are obvious. Singles are everywhere. They’re dining alone, traveling solo, buying homes and spending billions. And yet they remain largely overlooked in a world built for two.
The rise of Singles’ Day in Asia shows what happens when businesses take singles seriously: consumer innovation, cultural relevance and record-breaking profits. I expect the U.S. will follow – whether reluctantly or enthusiastically. The only question in my mind is: When?
I have a book (“Solo: Building a Remarkable Life of Your Own”) and a podcast (“Solo – The Single Person’s Guide to a Remarkable Life”) that are relevant to this article.
