Published on November 10, 2024, 6:57 pm
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November 11th is Singles Day – people in Austria also do a lot of shopping on this day.
November 11th is Singles Day! The day for singles, which originates from China, is also becoming more popular in Austria. Retail in particular benefits from the new “holiday”.
von Gerrit Tscheru
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November 11 is not only St. Martin’s Day, Burgenland’s national holiday and the start of carnival, but for more and more people it is also “Singles’ Day”. The day, known for the many heads on the date, has developed from China into one of the biggest shopping events in the world.
130 million euros flow into retail on Singles Day
“First popularized by the Chinese online giant Alibaba, Singles Day is already the world’s best-selling discount campaign, especially for online retail,” explains Rainer will bemanaging director of the free trade and non-partisan association. “For a long time now, not only online retailers, but also stationery stores and large retail chains are participating in this promotion day and offering discounts to customers. We expect Austrian customers to spend a good 130 million euros in stores on this day. The cake is being widely distributed abroad, so Austrian retailers must follow suit.”
Singles Day is also becoming more popular in Austria
Singles Day has become very popular in Austria in recent years. This is also reflected in the trade association’s latest consumer check, for which the market research institute Reppublika surveyed more than 1,000 people. Accordingly, two out of three respondents (63%) have already heard of Singles’ Day. And nearly one in four (24%) plan to go bargain hunting that day. That is much more than the previous year (21%).
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Upper Austrians and Salzburgers spend the most on Singles Day
Those customers who will be shopping on November 11 will spend an average of 117 euros per person this year. This is exactly the same as in 2023. Upper Austria and Salzburg lead the federal state ranking with 154 euros per capita, followed by Lower Austria and Burgenland with 123 euros. Vienna is at the bottom of the list this year with an average of 89 euros. Styria & Carinthia (112 euros) and Tyrol & Vorarlberg (100 euros) are also slightly below the national average. Austrians prefer to shop online on Singles Day (66%), followed by shopping centers (45%) and traditional shopping streets (20%).
Federal state ranking: How much is spent on Singles Day?
- Upper Austria/Salzburg: 154 euros each
- Austria/Lower Bulgaria: 123 euros each
- Styria/Carinthia: 112 euros each
- Tyrol/Vorarlberg: 100 euros each
- Vienna: 89 euros each
After Singles Day will be Black Friday
“Singles Day is becoming more and more important in this country,” says trade spokesman Rainer Will. “But Black Friday has established itself even more strongly among local customers as the most important shopping day for those looking to take advantage of reduced prices before Christmas.” This shopping day falls on November 29 this year. Both Singles Day and Black Friday are suitable occasions to attract customers with marketing campaigns or to remove slow moving items from the range, especially when customers are very price sensitive. However, only a small proportion of consumer spending stimulated in this way represents additional revenue for retailers. Rather, people are waiting for very good prices for already planned issues.
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Appeal for support for domestic trade
Notably, well over half of online retail spending is spent not on domestic retail, but overseas. “Since many people are already using Singles Day for their first Christmas shopping, it should also be a conscious purchase with a view to jobs in Austria,” concludes Will.
Common questions
When is Singles Day?
Singles Day is celebrated every year on November 11 because the four on this date are meant to symbolize singleness.
Where does Singles Day come from?
Singles Day has its origins in China: the tradition originated in the 1990s at Nanjing University, where at first only young men celebrated their bachelorhood. It has
On Singles Day, singles celebrate being single or go to events with other singles to meet someone. However, Singles Day has a special meaning for retailers: 11 November. is now one of the best selling online shopping days in the world.
According to estimates from the trade association, Austrians will spend around 130 million euros on Singles Day this year.
Upper Austria and Styria spend the most in Austria on Singles Day with an average of 154 euros per person.
On average, the least is spent in Vienna. Here, an average of just 89 euros per person is spent on Singles’ Day.
No, Black Friday is still the most important shopping day before Christmas in Austria. This year it is on the 29th of November.
November 11th is Singles Day!
November 11 is not only St. Martin’s Day, Burgenland’s national holiday, and the start of carnival, but for more and more people, it is also “Singles’ Day.” Originating in China, this day has evolved into one of the biggest shopping events in the world, capitalizing on its numerical significance of multiple ones.
130 Million Euros Flow into Retail on Singles Day
“First popularized by the Chinese online giant Alibaba, Singles Day is already the world’s best-selling discount campaign, especially for online retail,” explains Rainer Will, managing director of the Free Trade and Non-Partisan Association. “Not only online retailers, but also stationary stores and large retail chains are participating in this promotion day by offering discounts to customers. We expect Austrian customers to spend a substantial 130 million euros in stores on this day, so Austrian retailers must follow suit.”
Singles Day’s Growing Popularity in Austria
In recent years, Singles Day has seen a significant rise in popularity within Austria. According to a consumer survey conducted by the market research institute Reppublika, two out of three respondents (63%) are familiar with Singles Day, and nearly one in four (24%) plan to go bargain hunting on that day—a notable increase from the previous year’s 21%.
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Spending Patterns Across Federal States
This year, customers shopping on November 11 are expected to spend an average of 117 euros per person. Upper Austria and Salzburg lead in spending, averaging 154 euros each, followed by Lower Austria and Burgenland at 123 euros. Vienna trails with an average of 89 euros. Most Austrians prefer online shopping (66%), followed by shopping centers (45%) and traditional shopping streets (20%).
Federal State Ranking: How Much is Spent on Singles Day?
- Upper Austria/Salzburg: 154 euros each
- Lower Austria/Burgenland: 123 euros each
- Styria/Carinthia: 112 euros each
- Tyrol/Vorarlberg: 100 euros each
- Vienna: 89 euros each
Looking Ahead to Black Friday
“Singles Day is becoming increasingly important in this country,” says trade spokesman Rainer Will. “However, Black Friday has established itself even more firmly among local customers as the most important shopping day for those looking to take advantage of price reductions before Christmas.” This year, Black Friday falls on November 29. Both Singles Day and Black Friday provide opportunities for retailers to attract customers with marketing campaigns and to clear out slow-moving items, especially when customers are particularly price sensitive. However, it is noted that a significant portion of the spending on these days reflects planned purchases rather than incremental sales for retailers.
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