Singles’ Day 2025: Marketing ideas to boost revenue and loyalty

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Here’s something to mull over: in China, Singles’ Day drives more revenue than US Black Friday and Cyber Monday combined.

While the holiday is clearly massive in China, its influence is spreading fast, especially across Australia, New Zealand, Southeast Asia, and Europe. But even in America, global brands are starting to realize its potential.

So, if your ecommerce business has international reach or a younger, digital-savvy audience, Singles’ Day is a golden opportunity to get on their radar.

In this post, you’ll get a toolkit of creative, actionable Singles’ Day campaign ideas, from self-gifting bundles to gamified emails and personalized offers your customers will love.

You’ll also see exactly how Klaviyo can help you bring those ideas to life with smart segmentation, dynamic flows, and powerful automations that make your marketing feel like magic.

What is Singles’ Day, and what makes it different from BFCM?

Singles’ Day, also known as Double 11, kicked off in China as a kind of anti-Valentine’s Day. It started back in the 1990s when university students decided to celebrate being single on November 11. (Get it? 11/11, or 4 “ones” for 4 single people.)

What began as a tongue-in-cheek celebration quickly turned into the biggest shopping event in the world when Alibaba jumped on board in the 2000s and made it a mega ecommerce moment.

The one-day event is a discount-driven event like Black Friday Cyber Monday (BFCM)—it’s even in the same month. But it’s a different beast entirely.

While BFCM tends to revolve around buying presents for others or prepping for Christmas, Singles’ Day is rooted in self-gifting. That shift in mindset means there are some unique opportunities to market products as indulgent, fun, or emotionally satisfying.

Gamification, for example, tends to be a bigger component of Singles’ Day marketing. Chinese ecommerce platforms like Tmall and JD.com lead the charge with countdowns, livestreams, loyalty rewards, and interactive promotions that build hype in the run-up to 11/11. Even global brands have started spinning similar tactics, like early-access drops, social media challenges, and digital scratchcards.

As Singles’ Day gains traction outside of China, we’re seeing a few key global trends emerge:

• Brands are starting early. Campaigns are launching weeks in advance to warm up audiences, gather wishlists, and reward VIPs.
• Economic uncertainty is shaping shopping habits. Consumers are getting more selective with their spending, so offers that emphasize value, flexibility (like bundles or payment plans), and emotional benefit may land better.
• Global customers are tuning in. While Singles’ Day started in China, brands across Australia, the UK, the US, and beyond are now seeing it as a smart opportunity to connect with younger, digital-first shoppers who are used to shopping events that feel like experiences.

8 creative Singles Day marketing ideas

Singles’ Day is the perfect excuse to do something a little more playful with your marketing.

Because this holiday is all about self-love and indulgence, it’s a great opportunity to break out of your usual promo playbook and create experiences that feel fun, empowering, and totally personal.

Here are a handful of creative angles you can explore:

1. Personalize offers for single customers

Instead of blasting out a generic discount, make your Singles’ Day campaign feel a little more thoughtful with personalized gifts and offers.

Start by identifying customers who are most likely to vibe with the “treat yourself” mindset, like solo travellers, skincare lovers, or anyone who’s shown an interest in a product that screams self-care.

Singles’ Day marketing ideas to try:

• Segment your lists based on interests like self-care, solo travel, or independent living.
• Create irresistible bundles, like a “Self-Care Sunday Set,” “Solo Spa Night Kit,” or “Treat Yourself Trio.” Product bundles not only have the potential to boost average order value (AOV), but can also help customers feel like they’re getting something curated just for them.
• Use dynamic content in your emails to highlight products based on a customer’s past browsing or purchase behavior. One person might see a luxe candle set, for example, while another gets a coffee kit.
• Send a “Self-Love Discount” message to customers who are marked as single in their profiles or have shown solo-purchasing patterns. Even a cheeky subject line or text message like “It’s called self-love—and you deserve it” can go a long way.

💡 With Klaviyo: You can use custom profile properties to tag subscribers based on their behavior or quiz responses, set up dynamic product blocks that adapt based on purchase history, and add conditional logic to your flows so each message hits the right note.

In their Singles’ Day email, skincare brand Grown Alchemist promotes the Double 11-themed product bundle they’re giving away for free with every order: a hand cream and a branded zero-waste key, valued at $31.

Source: Milled

2. Gamify your campaign

Singles’ Day discounts are a huge hit in Asia, but the holiday is also so popular because it often makes shopping feel like a game. If you can bring that same energy to your own campaigns, you’re more likely to create an experience customers can’t help but get involved with.

Singles’ Day marketing ideas to try:

• Add a “Spin to Win” form to your site in the week leading up to 11/11. These are great for collecting email addresses and phone numbers, building hype, and making the shopping journey more exciting.
• Launch a quick Singles’ Day quiz called “What’s your Self-Gifting Style?” or “What’s Your Singles Day Mood?” Then, use the results to segment subscribers and recommend tailored products. (Pro tip: Pair this with a cheeky discount tied to each person’s result.)
• Run a giveaway where customers earn entries by completing actions, like signing up, sharing with a friend, or adding something to their wishlist.
• Host a live shopping event to demo products in real time, drop exclusive discounts, and answer questions live.

💡With Klaviyo: You can use onsite forms with custom fields to capture customer preferences, integrate with quiz tools like Octane AI to build more advanced quizzes, and use conditional splits in your email flows to follow up based on how people interact.

3. Lean into symbolism and play with the number 11

One of the easiest ways to make your Singles’ Day campaign stand out is by having a little fun with the number 11. It’s the heart of the holiday, and gives you a ready-made theme you can turn into creative offers.

Singles’ Day marketing ideas to try:

• Offer 11% off sitewide as a nod to the date. It’s a subtle discount that still feels generous and more meaningful than a random percentage.
• Try a “Buy 1, Get 1 for £11.11” deal to add some flair to your bundles and boost AOV.
• Create a “Top 11 Products to Treat Yourself With” countdown. You can highlight a new product each day leading up to Singles’ Day, or do a big reveal all at once to drum up excitement.
• Schedule an email or text for 11:11 a.m. on 11/11 with a flash discount, secret product drop, or VIP-only code.

💡 With Klaviyo: Use scheduled SMS sends to hit the perfect 11:11 timing, email automations to scale your marketing, and time-sensitive blocks to make your offers disappear right on schedule.

Here, see how beauty brand Velour offers $11 lashes in honor of Singles’ Day:

Source: Milled

4. Build hype with a Singles’ Week warm-up

You might be missing a trick if you wait until 11/11 to start your campaign. Some Singles’ Day campaigns stretch the fun over a few days (or even a full week) to build anticipation.

Singles’ Day marketing ideas to try:

• Run a 5- to 7-day Singles’ Week campaign with daily drops, flash sales, or themed offers. This keeps your audience checking back in and gives you more chances to showcase different products.
• Kick things off with a teaser sequence that hints at what’s coming. Try subject lines or text message copy like “Mark your calendar…” or “Something exciting lands on 11/11 👀” to pique curiosity.
• Use urgency to your advantage. Highlight low-stock items or send back-in-stock alerts for popular products in your campaign.
• Turn each day into a themed moment (like “Wellness Wednesday” or “Feel-Good Friday”) to connect with that self-gifting energy in a more focused way.
• Use TikTok Shop or live shopping events to demo each day’s featured products in real time.

💡 With Klaviyo: Incorporate countdown timers to create urgency, send back-in-stock flows to notify customers in real time, and build out a multi-day, cross-channel campaign series with Klaviyo’s omnichannel campaign builder for seamless execution.

In this email, skincare brand Erno Laszlo uses a “last call” shout-out to build buzz around their Singles’ Day sale:

Source: Milled

5. Launch a “Solo Shopper VIP” experience

Got loyal subscribers who regularly engage with your emails or shopped last Singles’ Day? Now’s the time to roll out the red carpet. You know that your solo shopper VIPs are already fans of self-gifting, so give them something that makes them feel just a little bit special.

Singles’ Day marketing ideas to try:

• Offer early access to your Singles’ Day sale, limited-edition products, or best deals. You can frame it as “a little something just for our most loyal solo shoppers.”
• Send exclusive email-only or SMS-only offers, like extra perks, bonus gifts, or deeper discounts that don’t show up anywhere else.
• Build a hidden landing page that only VIPs can access. Use password protection or a direct link in email.
• Reference past purchases to deepen your personalisation efforts (“We know you love [X], so we thought you’d like this, too”).

💡With Klaviyo: Use predictive analytics to identify high-lifetime value customers, segment based on loyalty to target those who’ve engaged in previous Singles’ Day sales, and set up VIP flows to deliver exclusive content or early-access notifications automatically.

Here, see how skincare brand Invity extends their Singles’ Day sale exclusively for their VIP customers:

Source: Milled

6. Offer limited-edition products or collections just for Singles’ Day

One easy way to make Singles’ Day feel exciting is to launch something new. Something exciting. Something people can’t get any other time. This taps directly into the “treat yourself” energy and gives shoppers a reason to act fast.

Singles’ Day marketing ideas to try:

• Create limited-edition Singles’ Day product bundles that centre around treating yourself. Think: “Me, Myself & I” skincare kits, “Solo Sip” cocktail sets, or “Power of One” fashion pieces that celebrate individuality.
• Add special packaging or limited-time themes to existing bestsellers. Even a small design tweak can make a product feel extra giftable and exclusive.
• Use urgency and scarcity to drive conversions. Make these products only available on 11/11, or for a tight 24-hour window.
• Build anticipation with sneak-peek emails or “first look” posts on social. Tease what’s coming, share behind-the-scenes creation stories, or spotlight the meaning behind the collection.

💡With Klaviyo: Set up product-specific flows that automatically highlight your limited-edition items to high-intent shoppers based on browsing behavior or previous purchases. You can also create targeted campaigns that trigger when someone views a collection or abandons a bundle in their cart.

Here, see how beauty brand Subtl Beauty drops an exclusive line of products on Singles’ Day:

Source: Milled

7. Run a referral promo for singles

While Singles’ Day is all about self-love, it doesn’t necessarily need to mean solo. In fact, you can encourage your customers to spread the joy by launching a referral promo just for them. Frame it as a “treat yourself and someone like you” deal to add a social layer to the day.

Singles’ Day marketing ideas to try:

• Offer a reward for both the referrer and their friend, like a discount, a free mini gift, or loyalty points. Just make sure it’s easy to redeem.
• Add a fun twist with a “Refer Your Favorite Fellow Singleton” campaign. It gives people a chance to celebrate the strong, solo friends in their lives.
• Use playful, affirming messaging that celebrates independence (not “you’re alone” energy, but “you know who you are and that’s awesome” vibes).

💡With Klaviyo: Use referral program integrations (like Friendbuy or Smile.io) to track shares and redemptions, and layer in UTM-based segmentation to follow up with people who clicked, referred, or engaged. You can also set up post-purchase flows that invite new customers to refer their own single friends.

Toward the end of their Singles’ Day email campaign, jewelry brand Rachel Jackson encourages singles to “share the love”:

Source: Milled

8. Celebrate self-love stories

Hand your audience the mic. Invite your community to share what being single means to them, how they practice self-love, or even what solo rituals bring them joy.

Singles’ Day marketing ideas to try:

• Ask followers to share their self-love stories via email replies, Instagram comments, or a simple form on your website. Make sure you get consent to use them in your marketing.
• Feature these stories throughout your campaign, like in emails, on your site, or across social. You can spotlight one a day during “Singles’ Week” or create a longform blog post to showcase the best submissions.
• Pair stories with product recs or bundles that align with each individual’s vibe. (Example: “Claire’s story is all about Sunday resets, so we paired it with our Self-Care Sunday Kit.”)
• Make it interactive by letting your community vote on their favorite story for a chance to win a special prize.

💡With Klaviyo: Tap into user-generated content integrations (like Okendo, Stamped, or Typeform) to collect stories, and use engagement-triggered flows to follow up with people who share, click, or comment. For instance, if someone shares their story, you could send them a heartfelt thank you and a discount as a reward.

Pre-Singles’ Day: How to prepare for Double 11

Singles’ Day might only last 24 hours, but a smart strategy starts well before 11/11. The more you know about your customers now, the more tailored—and successful—your campaign will be.

Let’s break down what to do ahead of time to make the most of Singles’ Day:

Start with zero- and first-party data

Before you send a single email, start collecting the kind of information that helps you personalize your offers.

• Use short quizzes or pop-up forms to ask fun, low-pressure questions like “What’s your go-to self-care treat?” or “Are you shopping for yourself or someone else this Singles’ Day?”
• Add fields to your sign-up forms to capture information like single status, gifting preferences, favorite product categories, or skincare needs. If you’re using a B2C CRM like Klaviyo, this data will all be collected in a single customer view.
• Use short post-purchase surveys to learn more about customer preferences. Unlike social polls, these responses can be fed straight into your CRM, helping you personalize emails and segment more effectively. You can also sync these segments to Meta or TikTok using Klaviyo’s audience integrations to run hyper-targeted campaigns across channels.

Build intent-based segments

Once you’ve gathered some insights, use that data to create smart segments. Singles’ Day is all about mindset, so segmenting by intent helps you send the right message to the right person.

• Create a segment for self-gifters, like those who’ve bought personal care or wellness products, browsed “treat yourself” items, or responded to self-love content.
• Create a segment for gift buyers—people who’ve purchased for others in the past or selected “gifting” on your sign-up forms.
• Segment based on behavioral data, too. Certain browsing patterns, engagement with previous Singles’ Day campaigns, or shopping during past Singles’ Day sales = solid signals of interest.

You can easily build forms and preference centres that feed this data straight into your customer profiles. Tag people based on their answers so you can create personalized flows and dynamic content later.

Use engagement tracking, custom profile properties, and event-based segments to get really specific. In Klaviyo, all segments are dynamic by default, so they automatically update in real time as customer behavior changes.

Protect your margins

It’s tempting to go all in on Singles’ Day discounts, but before you do, take a step back and look at the bigger picture. If you’re also running Black Friday Cyber Monday or other holiday campaigns, heavy discounting now can eat into your margins later.

Instead of cutting prices across the board, think about which products actually make sense to promote. Focus on items with healthy margins, bundles that increase average order value, or products that don’t overlap with your other sales events.

Post-Singles’ Day: Nurture, up-sell, and build loyalty

Singles’ Day doesn’t end when the sale does. This is your golden opportunity to turn new buyers into long-term fans and re-engage those who didn’t quite bite.

Send follow-up flows

• Send a thank-you message that shows appreciation (bonus points for adding a self-love message or surprise discount for their next order).
• Use post-purchase flows to recommend complementary products, ask for feedback, or explain how to get the most out of your products.
• Invite customers to join your loyalty program or refer a fellow solo shopper with a cute post-purchase CTA.

Turn first-time shoppers into long-term fans

• Set up a welcome series that introduces your brand story, values, and community.
• Offer a VIP incentive to come back, like early access to your next drop or a discount after two purchases.
• Send helpful, human content to build trust and keep people engaged.

Develop win-back campaigns

For the folks who browsed but didn’t buy (or dropped off after engaging last year), don’t write them off just yet.

• Send a “We missed you” campaign that acknowledges they didn’t buy and offers a second-chance perk.
• Engage shoppers in other, upcoming sales events, like BFCM and Boxing Day.
• Share social proof, top-rated products, or new arrivals based on what someone viewed or clicked on.
• Ask them what held them back, then use their feedback to refine your messaging for next time.

Make Singles’ Day 2025 your most personalized campaign yet

Singles’ Day is more than just a sales event. It’s a chance to connect with your customers in fun, meaningful, and memorable ways.

Whether you’re launching a self-gifting collection, celebrating solo shoppers, or turning your campaign into an interactive experience, the brands that win are the ones that make it personal.

With Klaviyo, the only CRM built for B2C, you’ve got the tools to do exactly that, from building smart segments and automating VIP flows to sending perfectly timed emails and SMS.