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Every year on November 11, a unique holiday is celebrated in China. What began as a reaction among students of Nanjing University in the 1990s Valentine’s Day The world’s biggest shopping event: Singles Day has exploded.
The date, 11/11, was chosen because all four dates resemble “bare sticks”, which is Chinese slang for single people. Today, annual sales during the holidays exceed $150 billion, more than black Friday And amazon prime day Joint.
As an undergraduate, behavioral economist, and business school professor, I study how single life is changing consumer behavior and market dynamics. My work has convinced me that Singles Day, or something like it, can resonate far beyond Asia. here’s why.
A profitable singles boom begins in Asia
Single people will soon form the majority in many countries, and this shift is already reshaping culture and commerce across Asia.
It is no coincidence that Singles’ Day originated in China. The country’s one-child policy, which was in effect from 1980 to 2015, led many families to prefer sons – leading to a gender imbalance that left millions of men without potential female partners. Also, increasing education and career opportunities have given many women the freedom to abandon traditional Marriage Completely.
You can see a similar pattern everywhere east asiaIn Japan, single-person households now outnumber married couples with children. In South Korea, one-person households are set to reach nearly 36% in 2023, the highest share on record. Together, these changes are giving rise to what the Japanese call “ohitorisama” or “party of one” and what the Koreans call “honjok” or “lone tribe” cultures: movements that celebrate independence and self-reliance.
Businesses across Asia have taken advantage of this opportunity to offer independent lifestyles with offerings such as single-seat karaoke booths and movie theaters designed for single customers. Singles Day is a prime example of companies taking advantage of this change.
Each year, retailers across Asia embrace the occasion with theme-based promotions, pre-sales and limited-edition product launches. Companies like Xiaomi release special smartphones, while Nike introduces new sneakers every Singles Day. Even airlines have gotten in on it: Singapore’s Jetstar Asia once offered 111,111 discounted seats, establishing solo travel as an empowering experience.
Singles Day showcases the potential for mass spending – redefining loneliness as something to celebrate rather than lament – and shows how a retail event can foster a cultural shift. Meanwhile, in America and much of the rest of the world, businesses hold on to an old belief: that marriage is everyone’s destiny. it.
unmarried in usa
Right now, half of American adults are single, and half of them are not looking for a monogamous relationship.
In 1960, only 10% of American adults would remain unmarried throughout their lives. Today, some forecasts suggest that 25% of millennials, who are now between 29 and 44, and 33% Gen Z Those who are 13 to 28 years old will never marry. While in 1960 the average age at first marriage was only 21 years, today it has increased to 29 years.
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 the diverse goals and lifestyles of singles, American businesses can gain a competitive edge with targeted communications, innovative products and tailored services. Singles are not monolithic. My research identifies four main types:
- ,Some daysThe desire to find “the one” and settle down. They are group businesses that usually come to the market.
- ,Now! May” Share that goal but aren’t waiting for it — they’re investing in homes, traveling solo and pursuing freelance ambitions in the meantime.
- ,New methodsReject the idea that traditional Marriage The default is, “Experimenting with models likeliving Separated together,” polyamorous or platonic partnership.
- ,No methods“Are dropping out of the dating market altogether. Most people do this not out of bitterness, but because they have more important goals – or because they simply enjoy the single life.
This diversity matters. “Somedays” may respond to dating apps and matchmaking services. “Just Me” and “New Ways” move toward experiences, hobbies, and personal growth. “No Ways” eschews the romance-focused message and instead embraces autonomy and community.
To find out how Singles Day is being received in North America, I surveyed nearly 400 American singles ages 24 to 59. They said some of the most common ways they celebrated were by finding a date, giving themselves a gift or practicing self-care.
About the author
Peter McGrath is a professor of marketing and psychology at the University of Colorado Boulder.
This article is republished from Conversation Under Creative Commons license. read the original article,
American companies and the single economy
In many industries, a 2% demographic change should trigger an all-hands marketing meeting. So how can the decades-long rise of single life be still ignored by most companies in America?
To be fair, there have been glimpses of recognition in recent years. For example, in 2021, Visible Wireless changed its “Family Plans” to “Friends & Family Plans without Family Drama.” In 2024, Norwegian Cruise Line introduced studio cabins for solo travelers to combat the long-standing and dangerous “single supplement”. Similarly, Ikea, after offering a Valentine’s dinner only for couples in 2024, pushed for an inclusive promotion this year: “Bring a loved one, a good friend or the whole family.”
But these are the exception rather than the rule. What should American brands do to appeal to this growing market? Here’s my advice:
- Rethink assumptions about dating and belongingNot all single people want romance. Create meaningful non-romantic experiences that reflect the single lifestyle – singles-themed events, community nights or “bring a friend (or don’t)” offers.
- Divide based on goals, not just ageA 25-year-old solo traveler and a 60-year-old empty-nester may both respond to a message about independence.
- Tailor-made offers for people who live – and work – aloneThe “right size” trend is already underway: smaller grocery packs, single-serve meal kits, compact appliances and studio-friendly furniture. Travel and entertainment can be tailored with a single pricing, seating arrangement, 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 clear. Singles are everywhere. They are dining alone, traveling alone, buying homes and spending billions. And yet they are largely ignored in a world made 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 hope America will follow suit – whether reluctantly or enthusiastically. There is only one question in my mind: when?