Singles’ Day gains traction in Philippines
They chose 11.11 or Nov. 11 because of the solitary implications of the number 1 which symbolize being single. However, this simple celebration turned into one of the largest shopping days in the world, according to global discount provider Picodi.com. The event also gained great interest in Southeast Asia. According to Google, the popularity of Singles’ Day in the Philippines has increased more than four times in the last five years. A survey by Picodi.com suggests that more than half of the participants are women—57 percent. In accordance with the event’s name, three out of four consumers are single. Not only singles went on a shopping spree though. An increase in interest was also noted in the group of people in relationships. The interest in Singles’ Day is especially apparent among young Filipinos. Compared to a regular day, the number of transactions on Singles’ Day among people aged 18 to 24 grew by 1,022 percent. However, getting great discounts is not restricted to younger people—there was a noticeable interest in this shopping festival among all age groups. The results of the survey show that while more than half of Filipinos do not prepare for the Singles’ Day shopping craze, they buy impulsively on that day. About 43 percent compare the prices in different stores and only 11 percent declare that they make lists before shopping. It looks like most people treat 11.11 as an occasion to meet their desires rather than an opportunity to execute a well-thought-out shopping plan.
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