Black Friday is starting earlier. Singles day is now known as the day that kicks off the Golden Month of shopping on November 11.

The online shopping season starts earlier this year. Those used to having a fixed appointment with  Black Friday for the last Friday of November will have to update their calendar. The new anniversary of online shopping is called Single's Day, it falls on November 11th and is the shopping festival coming from China with the promise of changing the shopping habits of millions of consumers.

Born in 2008 from the intuition of Jack Ma, the visionary patron of the giant Alibaba, today Single's Day is a  great event that is inexorably expanding from China to the rest of the world. "This is an event with exorbitant numbers,” says  Jennifer Puzzo, Head of client services at  Kooomo, the latest generation technology platform that helps companies sell online. "Last year - continues Puzzo - the Chinese platform totalled 74 billion dollars in transactions over 11 days, the forecasts for this year go beyond this record". And this is not surprising, given that around  290,000 brands will produce around 14 million offers targeting over  900 million bargain hunters for the occasion.

Exceptional numbers that go well beyond the mere sale of goods "Alibaba has managed to create a unique format  - says Puzzo - that combines online shopping and user - grabbing entertainment, there are those who are already talking about a new trend:  shoppertainment ". Should we consider the Black Friday fashion ended? "Far from it - says the expert - for the month of online shopping - which opens with  " Black Friday "on November 26, continues with  Cyber ​​Monday, (the day of online offers dedicated to technology set for  November 29) and ends with “Panic Saturday”  the last Saturday before Christmas, which this year will fall on December 18th - our estimates for fashion, tell us this is a rapidly growing phenomenon with + 39% of  active users "

*English translation of the interview that originally appeared on with our Head of Client Service Italy, Jennifer Puzzo.  For further information on Black Friday and how best you can prepare your online store, why not check out our Black Friday Guide 2021