In 2025, Who Still Cares About Singles Day? (Spoiler: Everyone, But It’s Complicated)

Remember when Singles Day used to feel like Black Friday on caffeine? Shoppers would set alarms for midnight, hover over their carts, and brag about checkouts that beat the bots. Back in 2014, Alibaba hit 100 million RMB in just 71 seconds.

But 2025? Different game. The shopping frenzy that built China’s e-commerce empire has traded chaos for choreography. This year, the festival started on October 9th… yes, a full month early - turning what was once a one-day sprint into a six-week retail marathon.

So, who’s still staying up till midnight on November 11th? Not many. And yet, everyone’s still playing.

1. The Never-Ending Sale: Brands vs. Buyer Fatigue

Double 11 used to be simple: log on, click fast, brag later. Now, it’s a multi-phase saga only your accountant could love.

Here’s the new lineup:

JD.com kicked off early with a four-act play - an Early Bird Sale (Oct 9-31), a Grand Opening (Oct 31-Nov 3), a Peak Carnival (Nov 10-11), and a Wrap-Up phase (Nov 12-14). Think of it as Taylor Swift’s Eras Tour, but with coupons.

Meanwhile, Tmall stuck to its classic pre-sale model: deposits (Oct 15-21), final payments, and store-wide deals that drop later.

The problem? When everything’s always “on sale,” nothing feels urgent. The old adrenaline rush - the one that made shoppers feel like winners - has faded. What’s left is a long game of engagement, logistics, and attention span management.

2. Instant Retail and AI: The Real MVPs of 2025

While discount fatigue sets in, China’s e-commerce giants are busy reinventing retail in real time.

Instant Commerce is now the default. Tmall Flash joined the party with exclusive 88VIP perks and millions of “free order” red packets. Coffee orders jumped 800%, supermarket sales spiked 670%, and four-hour delivery became the new normal.

JD.com’s instant service also saw triple-digit growth, proving that speed is no longer a luxury… it’s survival.

But the biggest shakeup came from AI.

Tmall dubbed this the first “AI-powered Double 11.” The tech now runs everything from product recommendations to merchant optimization. With over 2 billion products in its system, Tmall’s algorithms have learned how to match, predict, and personalize at scale.

The new “AI Universal Search” and “Photo Search” tools let shoppers find hyper-specific items and merchants are saving serious marketing costs. It’s like having a shopping assistant who knows your taste, budget, and emotional stability.

3. Livestreamers Are Tired (But Still Running the Show)

Once the rockstars of e-commerce, China’s livestream anchors are hitting burnout.

Austin Li, still a powerhouse, saw a 45% traffic surge in his pre-sale livestream, then admitted he’s under “immense pressure” and hinted at quitting. Meanwhile, Dong Yuhui turned marathon streams into 300 million RMB in sales over just three days.

Others, like Xinba and Xiao Yangge, skipped the festival entirely.

What’s going on? Consumers are getting smarter. Surveys show shoppers now care less about hype and more about long-term value, or emotional satisfaction. They’re buying for themselves, not for the comment section.

4. The CEO Cheat Sheet: What Actually Matters Now

1. Scarcity is Dead.
When sales last a month, there’s no urgency. Brands need to manufacture their own “moments”: limited drops, flash deals, or collabs that break through the noise.

2. Value Beats Discounts.
Sure, cheaper iPhones still move units, but winning brands are competing on experience, not price tags. Seamless delivery, AI-assisted discovery, and content that connects emotionally now drive sales.

3. Infrastructure is the New Marketing.
Instant commerce and AI aren’t “nice-to-haves.” They’re the foundation. The next big brand win will come from flawless operations, not just influencer charisma.

Singles Day 2025: Less Frenzy, More Strategy

The Double 11 Shopping Festival isn’t dying. It’s evolving… from a one-night adrenaline rush into a long-haul performance test for brands.

In 2025, winning isn’t about who shouts the loudest. It’s about who delivers fastest, understands deepest, and keeps consumers coming back long after the red packets are gone.

So, who still anticipates Singles Day? Everyone. Just differently.