Singles’ Day has become one of the world’s busiest shopping days.
We sometimes call it Double 11, 11.11, Bachelor’s Day, and day for unmarried people.
It is a Chinese unofficial holiday that celebrates people who are not in a romantic relationship.
Singles’ Day in China takes place on November 11.
Why this date?
Because 11/11 represents four ones, or four singles standing together 🙋🙋♀️🙋♂️🙋
It has since spread to various other parts of the globe.
It's actually the world's biggest shopping day, held every November 11. Below is what Singles' Day is, and 9 real deal ideas from brands to steal for your own campaign.
How do single people treat themselves? It is normally through shopping for their own stuff. That’s why a growing number of retailers are promoting the occasion as a way to generate more sales.
We understand that it is sometimes difficult to come up with new deals to offer to your customers. But it is vital to create campaigns that can keep up with the holiday hype - so your brand won’t be left out and so your sales. So here we are to give you a glimpse of brands' marketing campaigns from popular brands we track.
If you're planning a campaign, the hard part isn't finding one more discount. It's choosing an offer your customers understand and your margins can support.
Below are nine real brand examples we tracked.
Singles Day Subject lines examples
Here are 9 Singles' Day email subject lines to swipe
- "Swipe right on this Singles' Day treat" — Bumble and bumble (playful, on-theme)
- "Receive up to $100 off your holiday purchase" — La Mer (tiered discount)
- "Singles' Day Gifts | 4 Days Only 💋" — Tata Harper (bundle + urgency)
- "Observing Singles Awareness Day?" — Crossnet (connects an unlikely product to the day)
- "Happy Singles Day! 🎉 Get FREE Worldwide Delivery!" — Bee Inspired Clothing (free shipping)
- "Singles' Day Savings Start Now! ⏰" — Floral Street (the classic 11% off)
- "Unlock your best self this Singles' Day with 40% OFF" Sent by: Lumen
- "Happy Single's Day❤️ early access to 55% off!" Sent by: Clinique
- "Our SINGLES’ DAY offer ends in a few hours" Sent by: THE OUTNET
1. Make your subject line relate to both the audience and occasion
Subject line: Swipe right on this Singles’ Day treat
Sent by: Bumble and bumble
If you are single and have heard of the phrase “Swipe right” what comes to mind is most probably a dating site, right? Like on Tinder, it indicates that you find someone attractive by moving your finger to the right across an image of them on a touchscreen.
See this promotional email from Bumble and Bumble, a hair care brand. Take a look at the subject line they used “Swipe right on this Singles’ Day treat”. It is important to have a catchy email subject line to entice your audience to actually click and open your email.
A few days before, during, and a few days after Single’s Day, there’s a marked increase in the number of emails received, and promo tabs in our inboxes are popping. So again, your email should look interesting early on, to be worth a click.
Why it works: Inboxes are flooded around 11.11, so a playful, on-theme line ("Swipe right") earns the open. Borrow a dating-world phrase your audience knows and tie it to your product. Tthe spend levels are visible in one scanhe dating reference makes the subject feel tied to the day.
2. New discounts - from small purchases to big spends
Subject line: Receive up to $100 off your holiday purchase
Sent by: La Mer
La Mer is a personal care brand that offers skincare and makeup products. In this email newsletter pertaining to their Singles’ Day rewards, we noticed that they listed different levels of deals (they call it holiday credit). Designwise, the texts are neat and clearly presented. The offer is incremental - from $15 to $100 depending on how much you spend. The higher you spend, the more generous their offer becomes. It’s a win-win sales approach that hooks up the audience to choose the greater option most of the time.
Designwise, the texts are neat and clearly presented. The offer is incremental - from $15 to $100 depending on how much you spend. The higher you spend, the more generous their offer becomes. It’s a win-win sales approach that hooks up the audience to choose the greater option most of the time.
A tiered offer can give a shopper a reason to add another item. But the next threshold has to feel reachable, and every tier still has to work for your margin.
Start with your current average order value. Put the first threshold just above it, then calculate contribution after the credit at every tier. This email shows how La Mer presented the levels. It does not tell us whether the campaign increased average order value or profit.
Why it works: The spend levels are visible in one scan. A tiered offer ($15 → $100 like La Mer) nudges shoppers to spend more to unlock the bigger reward. Advice: et 3 spend tiers so the middle one feels like the smart choice.
3. Gifting bundles can be compelling
Subject line: Singles' Day Gifts | 4 Days Only 💋
Sent by: Tata Harper
Bundle deals have several advantages to marketers - generate more sales, increases the average order value (AOV), reduces marketing and distribution cost are some. For consumers, it promotes convenience and savings.
It can also be a good idea to create a special bundle as your holiday offer. Just like what La Mer did by curating an exclusive set of their skincare and makeup products, plus a limited edition pouch that adds up to the attraction. It is being more generous to your customers which they will surely appreciate.
A bundle can make the decision easier when the products naturally belong together. Tata Harper packages a skincare set and adds a limited-edition pouch, which gives the offer one clear story.
What can we learn from the email? The framing and the product combination. What can't we infer? Sales, margin, or whether shoppers preferred the bundle to buying each item separately.
Why it works: The products tell one gift-set story. Bundles lift average order value and feel like better value to the customer — a win-win.
4. Connect your product with the occasion
Subject line: Observing Singles Awareness Day?
Sent by: Crossnet
You can take this email from Crossnet as an example of how to relate your product to the occasion and how people are celebrating it.
Crossnet is a brand that sells volleyball net. At first, you would not connect the product they’re selling with the Singles’ Day celebration since it requires a few individuals (usually 4) to use the item. But give some room for imagination. Then you’ll come up with a great idea to relate your product to the event. Here, Crossnet came up with the suggestion to take the so called “challenge” - from heading to the nearest beach, putting up the net, and waiting as strangers play with them. Now it makes more sense.
Even an odd fit (Crossnet sells volleyball nets) becomes memorable with a creative tie-in. Write one sentence linking your product to "treating yourself" or "single life."
5. Offer free shipping whenever you can
Subject line: Happy Singles Day! 🎉 Get FREE Worldwide Delivery!
Sent by: Bee Inspired Clothing
Free shipping worldwide - how does that sound? This is the marketing move that Bee Inspired Clothing has in store for the celebration of Singles’ Day.
Just like bundling items, it is also a win-win approach to marketing. Customers love it. They feel more comfortable to shop in your online store. And the best thing is that free shipping leads to a higher volume of orders per transaction. This perk can be the determining factor between buying from you or from your competitors. “Free worldwide delivery” is a powerful statement to anyone who worries about their location. It reduces hesitation in buying thus reduces cart abandonment.
Free shipping removes one visible cost at checkout. It can also erase the contribution on a low-value basket.
If you use it, set a threshold from your average shipping cost and product margin. Limit regions when you need to, and state every exclusion clearly. Bee Inspired's email proves that the offer was communicated. It does not prove that it increased conversion or profit.
Why it works: "Free worldwide delivery" removes the last hesitation and cuts cart abandonment.Why it works:** 11% off mirrors 11.11 — instantly on-theme and easy to remember (Floral Street). > **Steal this:** Run 11% off sitewide and put "11.11" in the subject line and hero. Offer free shipping for the Singles' Day window, even if just above a threshold.
6. The classic 11% off to mark the occasion
Subject line: Singles' Day Savings Start Now!⏰
Sent by: Floral Street
Don’t forget the famous 11% discount that symbolizes the date 11.11.
Here is an example of a marketing email from Floral Street. It is a personal care brand that offers fragrance collection, bath and body, and home scents. They offered an 11% discount sitewide. They also included on the email body their best seller products along with the original and the marked-down price, plus the CTA button Save Now.
Why it works: 11% off mirrors 11.11 — instantly on-theme and easy to remember (Floral Street). Run 11% off sitewide and put "11.11" in the subject line and hero.
7. Position Singles' Day as a day for self-care and self-investment
Subject line: Unlock your best self this Singles' Day with 40% OFF
Sent by: Lumen
Singles' Day has evolved beyond celebrating being single. Today, many brands use the occasion to encourage customers to celebrate themselves by investing in their health, happiness, and personal growth.
Take this promotional email from Lumen as an example. Instead of simply announcing a 40% discount, the brand highlights how understanding your metabolism can help you make better decisions for your body. Throughout the email, the messaging focuses on your unique physiology and how personalized insights can lead to healthier lifestyle choices.
The campaign does a great job of selling the value behind the product rather than just the discount. It encourages customers to see their purchase as an investment in themselves, making the offer feel more meaningful and relevant to the occasion.
If your brand is in the health, beauty, fitness, wellness, or personal development industry, consider positioning Singles' Day as a chance for customers to prioritize themselves. A campaign centered around self-care and self-improvement can be just as compelling as a traditional holiday promotion.
8. Create a sense of exclusivity with early access
Subject line: Happy Single's Day❤️ early access to 55% off!
Sent by: Clinique
Everyone loves getting access to something before everyone else. It makes customers feel special and gives them a reason to shop before the official sale even begins.
Take this promotional email from Clinique as an example. The brand invited its email subscribers to shop before anyone else using an exclusive promo code. They also mentioned that stocks were limited, encouraging customers to grab their favorites before they sold out.
This kind of campaign is a great way to build excitement ahead of Singles' Day. Customers feel like they're getting a special opportunity, while brands can drive sales even before the main event.
If you're planning your own Singles' Day campaign, consider giving your email subscribers early access to your sale. It doesn't always have to be about offering the biggest discount. Sometimes, being first is enough to get people clicking that checkout button.
9. Create urgency before the sale ends
Subject line: Our SINGLES’ DAY offer ends in a few hours
Sent by: THE OUTNET
No one likes missing out on a good deal. That's why creating a sense of urgency is one of the most effective ways to encourage customers to shop before it's too late.
Take this promotional email from THE OUTNET as an example. Instead of simply reminding customers about their Singles' Day offer, the brand highlighted that the promotion was ending soon. They also encouraged shoppers to grab the pieces they've been eyeing before the sale was over.
A simple reminder like this can bring customers back to your website, especially those who were interested but hadn't made a purchase yet. Sometimes, all it takes is a little nudge to turn hesitation into action.
If you're running a Singles' Day campaign, don't forget to send a last-chance email before your promotion ends. It can create urgency, increase conversions, and help you make the most of your sale.
Which Singles' Day offer should you run?
What's your main goal this 11.11?
Start from the goal, not the discount. Pick the row that matches what you're trying to move, then check the last column before anyone builds anything.
If you try to lift order value, clear stock, acquire customers, and protect margin with one promotion, the offer will get complicated fast.
Plan your Single's Day campaign
Here's a simple Singles' Day launch plan.
Click a stage to see what has to be finished before you move on: 5 stages, 3 weeks.
Wonder how we get this collection of campaign ideas? It is because we use our powerful tool called Panoramata. With Panoramata, you can track your competitor brands along with all other industries. You can get updated with all marketing insights from any brand you wish to track. Be inspired, learn from them, and eventually…be one of the best players in the industry.
FAQ
What is Singles' Day?
An unofficial shopping holiday on November 11 (11.11), started in China to celebrate single people. It's now the world's biggest online shopping day.
When is Singles' Day 2026?
Wednesday, November 11, 2026. It's always November 11, every year.
Why is Singles' Day on 11.11?
The date 11/11 is four ones — four "singles" standing together — so November 11 became the day for single people.
Why do brands offer 11% off on Singles' Day?
The 11% discount mirrors the 11.11 date. It's a simple, memorable way to tie your offer to the occasion, like Floral Street does.
How can a small brand run a Singles' Day deal?
Pick one of six proven moves: a catchy on-theme subject line, a tiered discount, a gift bundle, an occasion tie-in, free shipping, or the classic 11% off.
