Once again, Singles’ Day dwarfed Cyber Monday in the U.S. While 2014 Cyber Monday sales of $2.04 billion were touted as a record, last year’s Singles’ Day yielded $9 billion of desktop and mobile commerce. The clear leader in this movement was Alibaba, reporting $1 billion in sales in just eight minutes after the start of the holiday. The e-commerce giant tallied up total holiday sales of $10 billion, more than two-thirds of the $14 billion in reported sales from all e-tailers.
Perhaps one of the biggest drivers of the 60% year-on-year increase of Singles’ Day revenue was the sheer number of retailers participating. L2 tracked 158 stores promoting Single’s Day and found that 82% were promoting Singles’ Day deals. All but Burberry offered some sort of discount for the holiday. A list of which brands excelled and where:-
Alibaba was strong on mobile; 70% of its sales happened on a mobile device.
Zara led omnichannel, with online to offline (O2O) drivers and as one of the few global brands to offer Singles’ Day deal in its stores.
Huggies piggybacked off Tmall and sold 6 million diapers through its Tmall Global Shop.
Lancôme preserved brand equity while taking advantage of the holiday. It offered gifts with purchase in lieu of discounts.
In fact, for some brands the prospects looked so good they chose to extend their offerings to the U.S. Lancôme gave U.S. consumers a share of the spoils with 15% discounts and free shipping. Uniqlo also provided Singles’ Day discounts on its U.S. website November 11.
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