Currently, Double Day Sales have emerged as a powerful tool to attract customers, increase sales, and create shopping fever. These special sales events bring double the excitement and double the savings. If you’re a retailer looking to tap into the potential of Double Day Sales, this article will guide you through effective marketing strategies to drive sales and make your event a resounding success.
What Are Double Day Sales?
A Double Day sale is an online shopping event that is particularly popular in China and Southeast Asia. It occurs on specific double-date days, which are the 9th of September (9/9), the 10th of October (10/10), the 11th of November (11/11, also known as Singles’ Day), and the 12th of December (12/12, also called Doubles Day). During these sales, consumers can enjoy significant discounts and special promotions, making it an ideal time for shopping and finding great deals online.
Origin Of The Double Day Sales And Their Its Impact
The history of Double Day Sales dates back to the 1990s in China when four students at Nanjing University celebrated November 11th (11/11) as Singles’ Day to mark their singlehood. However, this celebration had no connection to e-commerce for many years.
In 2009, Alibaba, a Chinese e-commerce giant, rebranded Singles’ Day as “Double 11 Sale Day.” This move aimed to boost sales during a lull period between China’s October Golden Week Celebration and the Christmas holidays. In its first year, Alibaba saw approximately $7.8 million spent by customers. By 2011, total spending on 11:11 Day exceeded $600 million, prompting Alibaba to trademark the Singles’ Day name.
Over the years, Alibaba’s Double 11 Day has seen remarkable growth, generating $84.54 billion in gross merchandise volume (GMV) in 2021, showcasing a 1,000,000% increase in sales revenue since its inception.
As the popularity of such sales events grew, other players in the market introduced similar double-digit sales days in Asia:
- The 9.9 Super Shopping Day was initiated by the Southeast Asian e-commerce platform Shopee in 2016, offering consumers and retailers exciting opportunities.
- On October 10th (10/10), a significant sales event emerged, primarily in Singapore, Malaysia, and Indonesia. Shopback introduced the 10.10 Mega Sale Day as part of its Shopfest event, and it has seen increasing sales.
- The 12.12 Doubles Day Sale, also introduced by Alibaba in 2012, provides a platform for smaller retail brands to showcase and sell their products. Initially hosted on Alibaba’s Taobao platform, the sale has expanded to other countries in Southeast Asia and attracts over 500 million annual customers.
These Double Day Sales events have become integral to e-commerce in Asia, offering both consumers and businesses an opportunity to capitalize on great deals and substantial revenue increases.
General Statistics Of Singles and Double Days Sales
Singles Day and Double Day Sales events have witnessed a surge in popularity and sales over the last decade, with even the COVID-19 pandemic driving further growth:
- Monthly Sales Increase: On double-digit sale days, such as Double Day events, there is an estimated 40% monthly increase in sales.
- Sales Uplift Across Categories: During Double 11 and other Double Day events, sales have seen remarkable increases ranging from 575% to 6410% across specific categories. For instance, in 2021, the Philippines observed over a 1000% uplift in sales for specific product categories, including a massive 6410% increase in manual toothbrush sales and a 2400% surge in infant milk formula sales.
- New Consumers to E-commerce: The pandemic brought around 60 million new consumers to e-commerce in Southeast Asia, significantly impacting Double Day sales. Approximately 60% of Gen-Z consumers participate in these deals.
- Unique Singles’ Day in 2020: In 2020, Singles’ Day was extended to an 11-day event, with Alibaba recording a GMV of $74.1 billion, almost doubling the $38.4 billion GMV from 2019. This signalled an economic recovery after the initial slowdown caused by COVID.
- Growth of 9.9 Event: Other Double Day events like 9.9 have been beneficial for retailers, especially first-time online sellers. In 2022, Shopee reported that local retailers new to the 9.9 event experienced over a 5x increase in sales. The 2020 Shopee 9.9 Festival attracted 10 million sellers and 15,000 brand partners, breaking records for the number of products sold in a single hour.
- Lazada’s Growth: In addition to Shopee, Alibaba-owned Lazada is also gaining traction in Double Day sales in Southeast Asia.
Double-Day Sales Impact On Ecommerce
Double Day Sales, special retail events that offer substantial discounts and deals for a limited time, have a significant impact on the world of e-commerce. These events, which include sales like Black Friday, Cyber Monday, and other special promotions, affect both consumers and online businesses in several ways:
For Customers:
Customers participating in Double Day Sales benefit from great deals and discounts. These sales offer unbeatable deals, making it a major advantage, especially in times of inflation when everyone is trying to save money. With a wide range of discounted products available, customers can fulfil their wants and needs without straining their budgets.
For Businesses:
Double Day online sales provide several advantages for businesses, including:
- Increase Brand Awareness: Hosting a Double Day Sale enhances brand awareness and attracts more attention to your business. Customers are more likely to notice and share the sale on their social media platforms, increasing your brand’s reach.
- Boost Revenue: Double Day Sales have the potential to drive higher revenue. When customers know they’re getting great deals, they are more likely to make purchases, leading to increased sales and profits.
- Attract New Customers: These sales events can help online businesses attract new customers. The discounts and promotions may pique the interest of potential customers who are willing to try out your business and make purchases.
- Build Customer Loyalty: Double Day Sales are effective in retaining current customers. By offering discounts to existing customers, businesses demonstrate their appreciation for customer loyalty, encouraging repeat shopping and long-term relationships.
- Digital Marketing Opportunities: Online businesses leverage digital marketing channels, including email marketing, social media, and pay-per-click advertising, to promote their Double Day Sales. These promotions provide opportunities to engage with their target audience and build brand awareness.
Top-Selling Products During The Double Day Sales
The most sought-after products during Double Day Sales in Southeast Asia, particularly in Thailand, Singapore, Malaysia, and the Philippines, include household items such as manual toothbrushes, face moisturizers, laundry detergent, and shampoo. Sales of these products significantly increased during Double Day events, often showing a massive uplift compared to their sales three weeks before the sales event.
Interestingly, luxury and pet-related goods also saw rising demand in 2021. Shopee, an online e-commerce platform, reported a 15% increase in sales for Shopee Premium brands during its 11.11 sale. Additionally, JD.Com sold over $14.4 million worth of iPhones within the first two seconds of sales going live on November 10, 2021.
During the recent 9.9 sales conducted by Shopee, health and beauty, mobile and accessories, and home and living goods were the top-selling categories. Notably, domestic brands in China outperformed international brands in terms of sales growth in categories such as sports and cosmetics.
Moreover, consumers across Southeast Asia increasingly seek options like cash-on-delivery, “buy now, pay later,” and same-day delivery during these sales events, with 60% willing to pay for same-day delivery.
Consumers in Asia have also shown a growing interest in sustainability, with many willing to pay more for eco-friendly products. Brands like Alibaba have responded by offering extra discounts and coupons for sustainable and green products, which have been well-received by consumers.
As for the performance of e-commerce brands during Double Day Sales in 2022, here’s a breakdown:
9.9 Sales:
- Over 15.6K orders for 55k items were processed.
- Inbound order volume was 6.7x higher than a regular business day.
- 99% of orders were fulfilled within the same day.
10.10 Sales:
- 6.2x more orders received compared to a regular business day.
- Nearly 98.8% of orders were fulfilled on the same day.
11.11 Sales (Singles Day):
- Over 36K orders for 161k items processed.
- 2x order forecast received.
- 99% of orders fulfilled.
12.12 Sales:
- Over 3x more orders than the 2021 12.12 sales.
- 100% system uptime.
- 99.5% of orders fulfilled.
7 Successful Marketing Strategies for Double-Day Sales
To stand out in the competitive landscape of Double Day Sales events, attracting more shoppers to your online store requires strategic planning and execution. Here are some top tips to help you attract and engage potential customers during these major sales events:
1. Plan Your Promotion Strategies in Advance
Effective promotion strategies are essential for maximizing sales during these events. Your strategy should outline the promotions and discounts you’ll offer, as well as the social media campaigns to generate excitement leading up to the sale. It should also include eye-catching graphics and banners to engage your customers.
2. Set Realistic Goals
While it’s natural to aim for ambitious goals, it’s important to maintain realistic expectations. Assess your current sales figures and set achievable targets for profits and revenues. This allows you to measure the success of your sales and track your progress.
Calculate your break-even point, which is the revenue required during the Double Day Sale to achieve profitability. You can achieve this through flash sales, special discounts for customer referrals, and creating urgency with limited-time discounts.
3. Take advantage of social media
Harness the power of social media to create awareness about your online shopping sales. Generate excitement by posting countdowns and teaser graphics in the lead-up to the sale day. Run paid social media advertisements and encourage your followers to share your posts to expand your reach.
4. Optimize Your Website for Increased Traffic
Double-day sales typically bring a surge in traffic to e-commerce websites. To avoid customer complaints about long wait times, page loading issues, and complicated payment methods, it’s crucial to prepare your website for the influx of visitors.
Consider the following tips:
- Implement a queuing system to manage website traffic and prevent overloads.
- Use content delivery networks (CDNs) to manage high-traffic periods, ensuring fast loading times and preventing website crashes.
- Simplify the checkout process by offering guest checkout options, clear shipping policies, and multiple payment methods to enhance the overall shopping experience.
5. Monitor And Analyze Results
After the sale, it’s important to analyze your performance. Evaluate the success of your strategies by examining sales and customer engagement metrics. Once you have conducted a thorough analysis of your data, continue to monitor your performance continuously to identify areas where improvements can be made. This feedback loop helps refine your approach for future sales events.
6. Collaborate with Influencers
Influencer marketing is a dynamic way to reach a wider audience. Influencers have a dedicated and engaged following that trusts their recommendations. By partnering with influencers, you gain access to their followers, potentially reaching thousands or even millions of potential customers. This expanded reach is invaluable during Double Day Sales.
7. Coupons, Coupons, and More Coupons
Coupons hold significant importance in Chinese e-commerce, especially during Double Day Sales. While many brands issue free coupons during this period, some have adopted innovative tactics with success.
A recent trend involves brands not only giving away coupons but also selling them for future use. These coupons are often sold at an exceptionally low price. The logic behind this approach is that when users invest in purchasing a coupon, they are more likely to use it to make a purchase.
Selling coupons for use during Double Day Sales enables brands to make more accurate sales volume predictions, aiding in preparation and ensuring sufficient stock levels to meet consumer demand. This strategy can enhance overall sales and customer engagement during these major sales events.
In Conclusion
In short, Double Day Sales can be a lucrative opportunity for retailers to boost sales and improve brand engagement. By implementing effective marketing strategies, you can drive sales and make your Double Day Sale a memorable success. Remember to plan, promote, and engage your audience to create a remarkable shopping experience that customers will eagerly anticipate.
