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11.11 Singles' Day: how to get the most from the year's biggest online sale
Singles' Day on 11 November is the largest shopping festival in the world, led by AliExpress and other Asian marketplaces. How it works, how to collect coupons in advance and how to avoid the common traps.
Singles' Day takes place on 11 November, the date written 11.11 because of its four ones. It started in China as an informal celebration for single people and was turned into a shopping event by Alibaba in 2009. Today it is the biggest online sale in the world, and it reaches far beyond China: AliExpress, Lazada, Shopee and many electronics and fashion stores join in, often shipping worldwide.
For shoppers outside Asia, 11.11 comes about two weeks before Black Friday, which makes it a good time to buy gadgets, accessories, fashion and home items if you know how the sale works.
How the event usually runs
Every platform does it a little differently, but the pattern is familiar:
- Warm-up (late October to early November): the platform announces the sale, sellers publish their 11.11 prices, and you can collect coupons and add items to your cart. Some items can be bought early at a pre-sale price.
- The sale (around 11 November): the best prices and coupons go live. The opening hours are often the most competitive, with limited-quantity deals.
- Wind-down: some offers continue for a day or two after the 11th.
Check the start time in the app or on the site: big marketplaces may run on their own time zone, so the sale can start on the evening of 10 November or the morning of the 11th depending on where you are.
Understand the coupons
Coupons are the heart of 11.11, and they come in layers. On a large marketplace like AliExpress you may see:
- Store coupons issued by an individual seller, for example "$3 off orders over $25 in this store".
- Platform coupons issued by the marketplace, usable across many stores, often with a minimum spend.
- Promo codes typed at checkout, published through partners and affiliate sites such as Couponova.
- Coins or points that can be exchanged for small discounts.
Different types can often be combined in one order, which is where the biggest savings are, but each has its own rules: minimum spend, eligible items, start and end times. Read the conditions in the app before you rely on a coupon. Our guide to stacking discounts explains the general principles.
Prepare a week ahead
- Make a list of what you actually need and your budget. 11.11 is designed to encourage extra purchases.
- Record current prices. Take screenshots or note prices for the items you want in late October. If an item's price jumps just before the sale, the "discount" may be smaller than it looks.
- Add items to your cart in advance so you can check out quickly when prices drop.
- Update your account: delivery address, phone number and payment method. Some platforms limit payment options in certain countries.
- Check Couponova for 11.11 promo codes from stores such as AliExpress, Geekbuying and Redmagic as they are published.
Choosing sellers on a marketplace
On a marketplace, the same product is often sold by many different sellers. The cheapest is not always the best choice. Before you buy, look at:
- Seller rating and history: a high percentage of positive feedback over many orders, and a store that has been open for some time.
- Recent reviews with photos: they show what actually arrives.
- Shipping method and delivery estimate: tracked shipping is worth a little extra for anything valuable.
- Return terms: some items qualify for free returns, others don't.
Our full guide to shopping safely on AliExpress covers this in more detail, including buyer protection and disputes.
Expect slower delivery
Orders placed during 11.11 compete with millions of others, and delivery estimates often stretch. If you are buying gifts for late December, order early in the sale and choose a faster shipping option where it's offered. Keep an eye on the protection period shown on your order: if it is close to running out and your parcel hasn't arrived, you can usually ask the seller to extend it or open a dispute.
Import taxes and fees
In many countries, imported goods are subject to VAT, duties or handling fees. Some platforms collect these at checkout; in other places you pay the courier on delivery. Large orders can cross thresholds where duty applies. Check your country's rules before placing a big order. Our guide to buying from overseas stores explains the basics.
11.11 or Black Friday?
If you're deciding whether to buy now or wait two weeks for Black Friday, it depends on the item. Asian marketplaces and electronics brands that sell directly from China tend to put their strongest prices into 11.11. US and European retailers usually save theirs for Black Friday and Cyber Monday. See our Black Friday 2026 planning guide for the dates and what to expect.
Common questions
What is 11.11 Singles' Day?
Singles' Day is an online shopping festival held every year on 11 November. It began in China and was turned into a sales event by Alibaba in 2009. AliExpress and many other marketplaces now run 11.11 sales worldwide.
When does the AliExpress 11.11 sale start?
The main sale runs around 11 November, with a warm-up period in late October and early November for collecting coupons and adding items to your cart. Check the start time in the app, because it may follow a different time zone from yours.
Is 11.11 cheaper than Black Friday?
It depends on the store. Asian marketplaces and electronics brands that sell from China usually put their best prices into 11.11, while US and European retailers save theirs for Black Friday and Cyber Monday.
Store policies, prices and promotions change often. We check our guides regularly, but always confirm the details on the store's own site before you buy. Found something out of date? Tell us.
