Where it came from
Singles' Day started in China in the 1990s as an informal "bachelors' day", chosen because 11/11 is a row of ones. Alibaba turned it into a shopping festival in 2009, and it grew into the largest online sales event in the world.
Who runs 11.11 sales outside China
AliExpress runs a big 11.11 event every year, and many global fashion, beauty and tech brands now run their own 11.11 promotions as the start of the Black Friday season. When brands publish 11.11 codes on their own sites, we add them here.
Shopping it safely
- Import costs: from overseas sellers, check whether VAT, duties or handling fees are included. UK and EU shoppers usually pay VAT at checkout on low-value imports from big marketplaces.
- Delivery times can be weeks; don't rely on it for gifts.
- Returns to overseas sellers can be slow and costly; read the policy first.
- Pay with a method that gives buyer protection.
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Last updated: 15 October 2026
