Singles Day is not only a success in China, the discount event is also becoming increasingly popular in the Netherlands. In the webshop bol.com, for example, it was found that this year more was sold during the bargain festival than last year. MediaMarkt also posted good sales.
Perfumes, makeup and face care products were a favorite at bol.com. A lot of games were sold last year too, but this product category was not in the top 3 this year. Coffee makers are popular this year too.
MediaMarkt achieved 70 percent more online sales than a year ago. The electronics chain had spread its Singles Day campaign over several days. Customers receive an 11 percent discount on 111 products, from televisions to games to kitchen appliances. The enormous sales boost results in a somewhat distorted picture, admits a spokesman. According to him, there is currently a lot more sales online related to the release of the new Xbox Series and Playstation 5 game consoles.
In China, the online shop group Alibaba sold a record amount of more than 498 billion yuan or almost 65 billion euros on Singles Day. This year, around 800 million Alibaba customers in China attended the event. The webshop does not provide any additional data per country, so it is not clear how many Dutch customers bought something from Alibaba during the event.
The store announces that Dutch brands did well on November 11th, the day known around the world today as Singles Day. In terms of sales, Philips is among the top ten in the personal care category. According to the company, having products made in Europe is an important guarantee of quality for Chinese consumers. According to Alibaba, the discount festival is therefore “an opportunity for European and Dutch brands to make use of it”. European brands like L’Oréal and Adidas also performed well.
Singles Day, which began in 2009, is one of the new commercial “holidays” that retailers are trying to entice consumers to make extra purchases with discounts, just like Black Friday and Cyber Monday. Retail organization INretail has also noted that the Chinese bargain festival is gaining ground in the Netherlands. But it’s not as big here as Black Friday, according to the trade association. The discount event was launched in China as a counterpart to Valentine’s Day.