2018 marked 10 years since Singles day began in China and boy did it go out with a bang. With 1 billion spent within the first 30 minutes and over £23 billion spent overall, singles day has hit both Black Friday and Cyber Monday sales out of the ball park.
What is singles day?
Singles day originated in China as an anti-valentine’s day and has since become a global trend. The day itself is on the eleventh of November, or for the more eagle-eyed people 11/11 (one-one-one-one) and this year has been the most significant as around 180,000 brands participated, from Dyson to ASOS.
How does it compare?
During 2017, just over £6 billion was spent on Black Friday sales, a 16.9% increase on the previous year, while Cyber Monday’s sales amounted to just under £6 billion. For ecommerce brands, singles day opens new opportunities to increase revenue and expand into a different market, which will only grow. This year’s sales were in fact, 27% higher than last year and are expected to expand by a further 30% in 2019. As more news companies such as The Telegraph and BBC document the rise of singles day, it’s only a matter of time until all big-name brands start their own Singles Day sales.
How do they do it?
If you’re into gaming you may remember the catastrophic Game.com website crash of 2017 during the Black Friday sales. After promising killer discounts on PS4, Xbox and Nintendo devices, many customers flocked to the Game website on Black Friday crashing it within seconds and leaving many customers frustrated.
Game.com isn’t alone, every year ecommerce sites put their websites on code-freeze a month or so before Black Friday begins. Why is this bad? A code-freeze means developers cannot edit and correct site bugs. However, perfecting your website before Black Friday should be a top priority to avoid losing revenue and stopping conversion blockers. The fact is, any bugs present on the site prior to Black Friday will reveal themselves as the ecommerce site is pushed until breaking point.
But there is light at the end of the tunnel, brands such as ASOS, Dyson and Superdry already utilise out-of-house testing communities to perform large scale global web testing. Covering all the bases from localisation to platform and security. Finding a web testing company should be easy and the positives heavily outweigh the negatives.