Will the power of Single’s Day ever truly capture the West?

The behemoth that is Asia’s Single’s Day has grown again, with billions spent and a threefold increase in average sales recorded across South East Asia. But with a unique premise (lovelorn graduates buying gifts for themselves) and a ‘sales day’ market already engulfed with Black Friday and Cyber Monday, will Western brands and retailers ever embrace 11/11?
The day for singletons looking to treat themselves is led by giant e-tailer Alibaba, which broke its own record and