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Tomorrow is ‘Double 12,’ the follow-up to last month’s record-breaking Singles’ Day – the steroid-pumped Chinese version of Black Friday.
The online shopping holiday is the (partial) invention of e-commerce powerhouse Alibaba – the owner of popular shopping websites Taobao and Tmall.
If you are unfamiliar with Singles’ Day (you’ve been living a pretty sheltered life for starters), it’s a quasi-holiday originally started by lonely single college students. Since the day’s humble beginnings, Alibaba has transformed it into an online shopping extravaganza with major retailers slashing prices for 24-hours. Last month, Alibaba sold RMB10 billion in goods in the first 125 seconds of the event.
The concept behind Double 12, according to Alibaba, is to profile small and medium-sized brands that may have been trampled by larger businesses on Singles’ Day.
It’s unclear how successful tomorrow's sale will be, as it received considerably less build-up than Single’s Day (which reportedly brought in over RMB213 in total sales for Alibaba), but – based on the deals we've seen – we are reasonably confident there will be some happy shoppers.
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This article was originally published on Thatsmags.com on December 11, 2016. It has been updated and republished on December 11, 2018.