{"id":40991,"date":"2025-11-04T07:15:00","date_gmt":"2025-11-04T15:15:00","guid":{"rendered":"https:\/\/www.lifeandnews.com\/articles\/?p=40991"},"modified":"2025-11-04T07:07:27","modified_gmt":"2025-11-04T15:07:27","slug":"singles-day-is-a-150b-holiday-in-china-heres-why-i-think-11-11-will-catch-on-in-the-us","status":"publish","type":"post","link":"https:\/\/www.lifeandnews.com\/articles\/singles-day-is-a-150b-holiday-in-china-heres-why-i-think-11-11-will-catch-on-in-the-us\/","title":{"rendered":"Singles\u2019 Day is a $150B holiday in China. Here\u2019s why I think \u201811\/11\u2019 will catch on in the US"},"content":{"rendered":"\n

Peter McGraw<\/a>, University of Colorado Boulder<\/a><\/em><\/p>\n\n\n\n

On Nov. 11 each year, a curious holiday takes over China. What began among Nanjing University students in the 1990s as a tongue-in-cheek counter to Valentine\u2019s Day has exploded into the world\u2019s largest shopping event<\/a>: Singles\u2019 Day.<\/p>\n\n\n\n

The date, 11\/11, was chosen because the four ones resemble \u201cbare sticks,\u201d Chinese slang for singles. Today, the holiday generates more than US$150 billion in annual sales, exceeding those on Black Friday and Amazon Prime Day combined<\/a>.<\/p>\n\n\n\n

As a bachelor, behavioral economist and business school professor<\/a>, I study how single living is transforming consumer behavior and market dynamics. My work has convinced me that Singles\u2019 Day, or something like it, could resonate far beyond Asia. Here\u2019s why.<\/p>\n\n\n\n

A profitable solo boom, starting in Asia<\/h2>\n\n\n\n

The unmarried will soon make up the majority<\/a> in many countries, and this shift is already reshaping culture and commerce across Asia.<\/p>\n\n\n\n

It\u2019s not a coincidence that Singles\u2019 Day emerged in China. The country\u2019s one-child policy, in effect from 1980 to 2015, led many families to prefer sons<\/a> \u2013 creating a gender imbalance that left millions of men without potential female partners. At the same time, rising education and career opportunities have given many women the independence to forgo traditional marriage altogether<\/a>.<\/p>\n\n\n\n

You can see a similar pattern across East Asia. In Japan, single-person households<\/a> now outnumber those of married couples with children. In South Korea<\/a>, one-person households reached nearly 36% in 2023, the highest share on record. Together, these shifts are fueling what Japanese call \u201cohitorisama<\/a>,\u201d or the \u201cparty of one,\u201d and what Koreans describe as \u201chonjok<\/a>,\u201d or \u201calone tribe,\u201d cultures: movements that celebrate independence and self-reliance.<\/p>\n\n\n\n

Businesses across Asia have seized the opportunity, catering to independent lifestyles with offerings such as single-seat karaoke booths<\/a> and movie theaters designed for solo patrons<\/a>. Singles\u2019 Day is a prime example of companies capitalizing on this shift.<\/p>\n\n\n\n

Each year, retailers across Asia embrace the occasion with themed promotions, presales and limited-edition product launches. Companies such as Xiaomi<\/a> release exclusive smartphones, while Nike<\/a> introduces new sneakers every Singles\u2019 Day. Even airlines have joined in: Singapore\u2019s Jetstar Asia<\/a> once offered 111,111 discounted seats, positioning solo travel as an empowering experience.<\/p>\n\n\n\n

Singles\u2019 Day channels massive spending power \u2013 reframing singlehood as something to celebrate rather than lament \u2013 and shows how a retail event can feed a cultural shift. In the U.S. and across much of the rest of the world, meanwhile, businesses remain wed to an outdated assumption: that marriage is everyone\u2019s destiny. It\u2019s not.<\/p>\n\n\n\n

Single in America<\/h2>\n\n\n\n

Right now, half of American adults are unmarried<\/a>, and half of those singles<\/a> aren\u2019t seeking a relationship.<\/p>\n\n\n\n

In 1960, only 10% of American adults<\/a> would remain single for life. Today, some forecasts show that 25% of millennials<\/a>, who are now between 29 and 44, and 33% of Gen Z<\/a> who are 13 to 28, will never marry. While the average age of first marriage was just 21 in 1960<\/a>, today it has risen to 29<\/a>.<\/p>\n\n\n\n

Through my Solo project \u2013 which includes a book<\/a>, podcast<\/a> and TED talk<\/a> \u2013 I explore how widely single people\u2019s goals vary, both in relationships and beyond.<\/p>\n\n\n\n

By understanding singles\u2019 diverse goals and lifestyles, American businesses can gain a competitive edge with targeted communication, innovative products and tailored services. Singles aren\u2019t a monolith. My research identifies four main types:<\/p>\n\n\n\n