Singles' Day
Analysis 2020

How German online shops jump on the bandwagon of Singles' Day

Singles' Day Analysis 2020 – How German online shops jump on the bandwagon of Singles' Day

Singles' Day is a huge phenomenon in countries such as China, and also in the United States this daywas promoted in several online shops last year. Some of the top U.S. brands and retailers that got involved in the Singles' Day online sales phenomenon last year, include but is not limited to; Amazon, Alo Yoga, Bed Bath & Beyond, Bombas socks, Casper mattress, Nordstrom, Ralph Lauren, Urban Outfitters, and Williams Sonoma.

This year has already seen record e-commerce sales, brought on by the repercussions of the Covid-19 pandemic. Amazon, Target, Walmart, Banana Republic and other top U.S. retailers started a new online and offline regional shopping phenomenon, called 10.10. The discounts started on October10th and will run until December in an effort to counter the craziness of retail shopping that the pandemic has brought this year.

A similar situation can be found in Germany. It is therefore not surprising that German online stores are also jumping on the bandwagon of Singles' Day and offering all kinds of discounts.

Against this background, Arvato analyzed the offerings for Singles' Day 2020 of over 50 online stores from various industries in order to and answer the following questions:

  • How strong did the interest in Singles' Day increased? How well shops did prepare?
  • How many shops offered a Singles' Day promotion?
  • What discounts were offered: Flat versus range?
  • Which brand specific strategies exist?

Open questions? Please reach out to us!

Michael Schröder

Michael Schröder

Business Development Manager