of the United Kingdom’s capitol city.
Singles’ Day—also known as 11.11—started as an anti-Valentine’s Day where single people in China treated themselves to gifts. But in 2009, Alibaba turned it into a retail holiday, giving Chinese consumers access to deep discounts for 24 hours.
It’s now a cornerstone shopping event that rivals, and even exceeds, Black Friday in scale. In 2025 alone, Singles’ Day drove $236.60 billion (approximately 1.695 trillion yuan) in total gross merchandise value (GMV) in China—up 17.5% year over year from 2024. EMARKETER considered this growth “muted” compared to 2024 numbers, yet the shopping event still exceeded the firm’s forecasts for both US Black Friday and Prime Day worldwide.
But the awareness gap grows as we travel westward: 61% of consumers globally planned to join at least one major sales event in 2025, yet only 33% knew about Singles’ Day.
Alibaba initially made the niche holiday mainstream, and now it’s using its global ambitions to make Singles’ Day the true start of the holiday shopping season. The company is shooting for a record-breaking Singles’ Day, with one million brands joining the festival to feature more than 70 million products across its ecosystem, including Taobao, Tmall, and AliExpress, the global eCommerce platform that sells to more than 200 countries and regions, including the US.
This year, AliExpress is hosting what is arguably its most ambitious 11.11 Global Shopping Festival yet, and is focused on reaching a younger, more Western audience. The foundation is a longer runway, which competes with the myriad sales events that now pollute our retail calendar. Singles’ Day stopped being a single-day event in 2020, when Alibaba extended it to the first eleven days of November. Now, AliExpress is giving US consumers eighteen days to save and leveraging a creator partnership with YouTube to spread the word.
But does Singles’ Day have the cultural appeal to compete with other holiday-season shopping events, despite low awareness outside China? More specifically, does AliExpress have the brand credibility and visibility to become a key destination for US consumers, especially Gen Z?
Chris Gu, US Country Manager for AliExpress, told Future Commerce that 11.11 is becoming “a more established shopping occasion” in the US, largely thanks to major brands and retailers now running Singles’ Day promotions. “It’s taking on a role of its own as an early kickoff to holiday shopping, ahead of Black Friday and Cyber Monday,” he explained.
At the brand level, AliExpress is building an assortment and operational infrastructure to win consumer trust. The company found that 57% of US online shoppers believe getting a good deal matters more during the holiday season than at any other time of year. It is using this data point as a North Star for Singles’ Day and beyond.
Early numbers suggest the work is paying off. On November 1, AliExpress’ daily GMV for the US ran 170% above its October daily average, the company shared with Future Commerce. Over the past two years, November has delivered roughly a 50% lift over the surrounding months.
Selling Holiday Magic with Availability and Reliability
Like most retailers with a US presence, AliExpress has extended its sales event for holiday shoppers who want to buy early and save more. “It gives people more time to put together their holiday lists, compare prices, and take advantage of deals as they find them,” Gu explained. “When you’re shopping for several people on a budget, having more time to decide what to buy can be just as useful as finding a good deal.”
Brand+ is at the center of the Singles’ Day sales event and AliExpress’ broader US expansion strategy. It brings more than 1,500 recognized brands together in a central environment that lets consumers quickly check off their lists and confirm they’ll get their gifts on time and on budget. These brands have “met platform eligibility criteria,” according to Gu, which means they have provided certification that they represent the brands themselves or are authorized distributors. “The channel supports our focus on strengthening shopper trust.”
Similar to its back-to-school ramp-up, AliExpress is pairing exclusive Brand+ deals with service protections and customer support. Eligible new customers will also have access to a deal that lets them purchase three qualified items for $0.99, a clear draw for the 42% of consumers who say they’re more stressed about affording gifts this holiday season.
“The opportunity is to make those elements work together throughout the holiday season and strengthen our relationship with US customers beyond any single sale.”
- Chris Gu, US Country Manager for AliExpress
Delivery speed and reliability increasingly dictate where and how people shop, especially for the 29% of consumers who plan to wait until December to get their holiday gifts. Up to 95% of items available to US shoppers fall under the AliExpress Fast Delivery guarantee, which gives shoppers coupons and even full refunds for lost, damaged, or late orders. The Choice program also provides free shipping and returns on eligible items and clearer delivery commitments.
“We want shoppers to feel confident not only in the deal they’re getting, but also in the support they’ll receive after checkout,” Gu said.
Can Creators Make 11.11 a Monocultural Moment?
In October 2026, AliExpress announced a new affiliate partnership with YouTube Shopping, allowing eligible creators to discover AliExpress products within YouTube Studio, curate the best items using data on bestselling and trending products, tag them in their videos, and earn commission. The collaboration launched in South Korea last March and has since expanded to the US, UK, and Brazil.
“Our YouTube Shopping partnership brings an element of entertainment to discovery,” Gu said. “Shoppers can watch creators demonstrate products, find inspiration, and shop recommendations while enjoying the content.”
AliExpress’ 11.11 Global Shopping Festival is the ultimate test of the alliance, giving the eCommerce marketplace a measurable indicator of how (see: if) content influences commerce during high-pressure, high-volume periods like the holiday season. Because creators can integrate AliExpress products into YouTube’s three major content formats—long-form videos, Shorts, and livestreams—AliExpress will also be able to determine which approaches resonate most with consumers browsing different product categories, whether it be consumer electronics, sports and outdoor, home and living, or lifestyle.
The festival’s first day offers a preview for the US market. Compared with normal daily sales, 3D printing and additive manufacturing surged 2,828% on November 1, followed by gaming and accessories (+923%), spare parts (+771%), electrical equipment (+574%), and cycling (+368%), according to AliExpress. These categories benefit greatly from creators already sharing build videos and gear reviews on YouTube.
“Demonstrations, reviews, and real-life use cases give consumers more context for their purchasing decisions while introducing the festival to participating creators’ communities.”
- Chris Gu, US Country Manager for AliExpress
Earlier sales events have given Gu and his team an early idea of how US consumers will respond. During its June Summer Sale, AliExpress partnered with more than 100 creators across 14 countries through its Brand+ Global Creator Program. One creator hosted a three-hour livestream across YouTube and Twitch, and tested more than 20 products in the process. “Repurposed clips generated 19,000 views and more than 1,000 likes within 24 hours,” Gu said. “The YouTube partnership builds on that momentum, making it easier for creators to share recommendations and for viewers to shop directly from their content.”
Over the past year, AliExpress has also learned the cultural nuances of livestreaming. The format has struggled to gain traction in the US, at least to the extent it has in parts of Asia. Yet during its US Summer Sale, Gu noticed that there is value in reaching shoppers on the platforms they use consistently for long-form content consumption, with YouTube and Twitch being “particularly effective.”
“We focus on creators with expertise in specific product categories and established relationships with their audiences,” Gu said. “Through live demonstrations and real-time questions, they help shoppers understand products and make more informed purchasing decisions in a familiar, engaging setting.”
Building on a Sound Foundation
During 11.11 and beyond, AliExpress will “be watching how consumers respond to Brand+ offers and creator recommendations,” according to Gu. Most importantly, the team will analyze how these offerings work alongside service protections, especially in “building purchase confidence and encouraging repeat visits.”
Because it’s not just about creating interest and influence; it’s about fulfilling a promise.
This is a philosophy that Gu and his team have been building toward over the past year. Ahead of the back-to-school season, AliExpress improved coordination with delivery partners to give customers clearer access to delivery milestones and carrier contact information. A new in-stock guarantee also helped build consumer trust, offering refunds and coupon codes for last-minute order cancellations. These improvements, plus new penalties for repeated seller cancellations and inaccurate listings, focus on creating a reliable customer experience.
Especially during the holiday season, this confidence creates peace of mind. In an eCommerce environment brimming with options, that peace of mind determines whether a shopper stays with your brand long term.
Singles’ Day—also known as 11.11—started as an anti-Valentine’s Day where single people in China treated themselves to gifts. But in 2009, Alibaba turned it into a retail holiday, giving Chinese consumers access to deep discounts for 24 hours.
It’s now a cornerstone shopping event that rivals, and even exceeds, Black Friday in scale. In 2025 alone, Singles’ Day drove $236.60 billion (approximately 1.695 trillion yuan) in total gross merchandise value (GMV) in China—up 17.5% year over year from 2024. EMARKETER considered this growth “muted” compared to 2024 numbers, yet the shopping event still exceeded the firm’s forecasts for both US Black Friday and Prime Day worldwide.
But the awareness gap grows as we travel westward: 61% of consumers globally planned to join at least one major sales event in 2025, yet only 33% knew about Singles’ Day.
Alibaba initially made the niche holiday mainstream, and now it’s using its global ambitions to make Singles’ Day the true start of the holiday shopping season. The company is shooting for a record-breaking Singles’ Day, with one million brands joining the festival to feature more than 70 million products across its ecosystem, including Taobao, Tmall, and AliExpress, the global eCommerce platform that sells to more than 200 countries and regions, including the US.
This year, AliExpress is hosting what is arguably its most ambitious 11.11 Global Shopping Festival yet, and is focused on reaching a younger, more Western audience. The foundation is a longer runway, which competes with the myriad sales events that now pollute our retail calendar. Singles’ Day stopped being a single-day event in 2020, when Alibaba extended it to the first eleven days of November. Now, AliExpress is giving US consumers eighteen days to save and leveraging a creator partnership with YouTube to spread the word.
But does Singles’ Day have the cultural appeal to compete with other holiday-season shopping events, despite low awareness outside China? More specifically, does AliExpress have the brand credibility and visibility to become a key destination for US consumers, especially Gen Z?
Chris Gu, US Country Manager for AliExpress, told Future Commerce that 11.11 is becoming “a more established shopping occasion” in the US, largely thanks to major brands and retailers now running Singles’ Day promotions. “It’s taking on a role of its own as an early kickoff to holiday shopping, ahead of Black Friday and Cyber Monday,” he explained.
At the brand level, AliExpress is building an assortment and operational infrastructure to win consumer trust. The company found that 57% of US online shoppers believe getting a good deal matters more during the holiday season than at any other time of year. It is using this data point as a North Star for Singles’ Day and beyond.
Early numbers suggest the work is paying off. On November 1, AliExpress’ daily GMV for the US ran 170% above its October daily average, the company shared with Future Commerce. Over the past two years, November has delivered roughly a 50% lift over the surrounding months.
Selling Holiday Magic with Availability and Reliability
Like most retailers with a US presence, AliExpress has extended its sales event for holiday shoppers who want to buy early and save more. “It gives people more time to put together their holiday lists, compare prices, and take advantage of deals as they find them,” Gu explained. “When you’re shopping for several people on a budget, having more time to decide what to buy can be just as useful as finding a good deal.”
Brand+ is at the center of the Singles’ Day sales event and AliExpress’ broader US expansion strategy. It brings more than 1,500 recognized brands together in a central environment that lets consumers quickly check off their lists and confirm they’ll get their gifts on time and on budget. These brands have “met platform eligibility criteria,” according to Gu, which means they have provided certification that they represent the brands themselves or are authorized distributors. “The channel supports our focus on strengthening shopper trust.”
Similar to its back-to-school ramp-up, AliExpress is pairing exclusive Brand+ deals with service protections and customer support. Eligible new customers will also have access to a deal that lets them purchase three qualified items for $0.99, a clear draw for the 42% of consumers who say they’re more stressed about affording gifts this holiday season.
“The opportunity is to make those elements work together throughout the holiday season and strengthen our relationship with US customers beyond any single sale.”
- Chris Gu, US Country Manager for AliExpress
Delivery speed and reliability increasingly dictate where and how people shop, especially for the 29% of consumers who plan to wait until December to get their holiday gifts. Up to 95% of items available to US shoppers fall under the AliExpress Fast Delivery guarantee, which gives shoppers coupons and even full refunds for lost, damaged, or late orders. The Choice program also provides free shipping and returns on eligible items and clearer delivery commitments.
“We want shoppers to feel confident not only in the deal they’re getting, but also in the support they’ll receive after checkout,” Gu said.
Can Creators Make 11.11 a Monocultural Moment?
In October 2026, AliExpress announced a new affiliate partnership with YouTube Shopping, allowing eligible creators to discover AliExpress products within YouTube Studio, curate the best items using data on bestselling and trending products, tag them in their videos, and earn commission. The collaboration launched in South Korea last March and has since expanded to the US, UK, and Brazil.
“Our YouTube Shopping partnership brings an element of entertainment to discovery,” Gu said. “Shoppers can watch creators demonstrate products, find inspiration, and shop recommendations while enjoying the content.”
AliExpress’ 11.11 Global Shopping Festival is the ultimate test of the alliance, giving the eCommerce marketplace a measurable indicator of how (see: if) content influences commerce during high-pressure, high-volume periods like the holiday season. Because creators can integrate AliExpress products into YouTube’s three major content formats—long-form videos, Shorts, and livestreams—AliExpress will also be able to determine which approaches resonate most with consumers browsing different product categories, whether it be consumer electronics, sports and outdoor, home and living, or lifestyle.
The festival’s first day offers a preview for the US market. Compared with normal daily sales, 3D printing and additive manufacturing surged 2,828% on November 1, followed by gaming and accessories (+923%), spare parts (+771%), electrical equipment (+574%), and cycling (+368%), according to AliExpress. These categories benefit greatly from creators already sharing build videos and gear reviews on YouTube.
“Demonstrations, reviews, and real-life use cases give consumers more context for their purchasing decisions while introducing the festival to participating creators’ communities.”
- Chris Gu, US Country Manager for AliExpress
Earlier sales events have given Gu and his team an early idea of how US consumers will respond. During its June Summer Sale, AliExpress partnered with more than 100 creators across 14 countries through its Brand+ Global Creator Program. One creator hosted a three-hour livestream across YouTube and Twitch, and tested more than 20 products in the process. “Repurposed clips generated 19,000 views and more than 1,000 likes within 24 hours,” Gu said. “The YouTube partnership builds on that momentum, making it easier for creators to share recommendations and for viewers to shop directly from their content.”
Over the past year, AliExpress has also learned the cultural nuances of livestreaming. The format has struggled to gain traction in the US, at least to the extent it has in parts of Asia. Yet during its US Summer Sale, Gu noticed that there is value in reaching shoppers on the platforms they use consistently for long-form content consumption, with YouTube and Twitch being “particularly effective.”
“We focus on creators with expertise in specific product categories and established relationships with their audiences,” Gu said. “Through live demonstrations and real-time questions, they help shoppers understand products and make more informed purchasing decisions in a familiar, engaging setting.”
Building on a Sound Foundation
During 11.11 and beyond, AliExpress will “be watching how consumers respond to Brand+ offers and creator recommendations,” according to Gu. Most importantly, the team will analyze how these offerings work alongside service protections, especially in “building purchase confidence and encouraging repeat visits.”
Because it’s not just about creating interest and influence; it’s about fulfilling a promise.
This is a philosophy that Gu and his team have been building toward over the past year. Ahead of the back-to-school season, AliExpress improved coordination with delivery partners to give customers clearer access to delivery milestones and carrier contact information. A new in-stock guarantee also helped build consumer trust, offering refunds and coupon codes for last-minute order cancellations. These improvements, plus new penalties for repeated seller cancellations and inaccurate listings, focus on creating a reliable customer experience.
Especially during the holiday season, this confidence creates peace of mind. In an eCommerce environment brimming with options, that peace of mind determines whether a shopper stays with your brand long term.
Singles’ Day—also known as 11.11—started as an anti-Valentine’s Day where single people in China treated themselves to gifts. But in 2009, Alibaba turned it into a retail holiday, giving Chinese consumers access to deep discounts for 24 hours.
It’s now a cornerstone shopping event that rivals, and even exceeds, Black Friday in scale. In 2025 alone, Singles’ Day drove $236.60 billion (approximately 1.695 trillion yuan) in total gross merchandise value (GMV) in China—up 17.5% year over year from 2024. EMARKETER considered this growth “muted” compared to 2024 numbers, yet the shopping event still exceeded the firm’s forecasts for both US Black Friday and Prime Day worldwide.
But the awareness gap grows as we travel westward: 61% of consumers globally planned to join at least one major sales event in 2025, yet only 33% knew about Singles’ Day.
Alibaba initially made the niche holiday mainstream, and now it’s using its global ambitions to make Singles’ Day the true start of the holiday shopping season. The company is shooting for a record-breaking Singles’ Day, with one million brands joining the festival to feature more than 70 million products across its ecosystem, including Taobao, Tmall, and AliExpress, the global eCommerce platform that sells to more than 200 countries and regions, including the US.
This year, AliExpress is hosting what is arguably its most ambitious 11.11 Global Shopping Festival yet, and is focused on reaching a younger, more Western audience. The foundation is a longer runway, which competes with the myriad sales events that now pollute our retail calendar. Singles’ Day stopped being a single-day event in 2020, when Alibaba extended it to the first eleven days of November. Now, AliExpress is giving US consumers eighteen days to save and leveraging a creator partnership with YouTube to spread the word.
But does Singles’ Day have the cultural appeal to compete with other holiday-season shopping events, despite low awareness outside China? More specifically, does AliExpress have the brand credibility and visibility to become a key destination for US consumers, especially Gen Z?
Chris Gu, US Country Manager for AliExpress, told Future Commerce that 11.11 is becoming “a more established shopping occasion” in the US, largely thanks to major brands and retailers now running Singles’ Day promotions. “It’s taking on a role of its own as an early kickoff to holiday shopping, ahead of Black Friday and Cyber Monday,” he explained.
At the brand level, AliExpress is building an assortment and operational infrastructure to win consumer trust. The company found that 57% of US online shoppers believe getting a good deal matters more during the holiday season than at any other time of year. It is using this data point as a North Star for Singles’ Day and beyond.
Early numbers suggest the work is paying off. On November 1, AliExpress’ daily GMV for the US ran 170% above its October daily average, the company shared with Future Commerce. Over the past two years, November has delivered roughly a 50% lift over the surrounding months.
Selling Holiday Magic with Availability and Reliability
Like most retailers with a US presence, AliExpress has extended its sales event for holiday shoppers who want to buy early and save more. “It gives people more time to put together their holiday lists, compare prices, and take advantage of deals as they find them,” Gu explained. “When you’re shopping for several people on a budget, having more time to decide what to buy can be just as useful as finding a good deal.”
Brand+ is at the center of the Singles’ Day sales event and AliExpress’ broader US expansion strategy. It brings more than 1,500 recognized brands together in a central environment that lets consumers quickly check off their lists and confirm they’ll get their gifts on time and on budget. These brands have “met platform eligibility criteria,” according to Gu, which means they have provided certification that they represent the brands themselves or are authorized distributors. “The channel supports our focus on strengthening shopper trust.”
Similar to its back-to-school ramp-up, AliExpress is pairing exclusive Brand+ deals with service protections and customer support. Eligible new customers will also have access to a deal that lets them purchase three qualified items for $0.99, a clear draw for the 42% of consumers who say they’re more stressed about affording gifts this holiday season.
“The opportunity is to make those elements work together throughout the holiday season and strengthen our relationship with US customers beyond any single sale.”
- Chris Gu, US Country Manager for AliExpress
Delivery speed and reliability increasingly dictate where and how people shop, especially for the 29% of consumers who plan to wait until December to get their holiday gifts. Up to 95% of items available to US shoppers fall under the AliExpress Fast Delivery guarantee, which gives shoppers coupons and even full refunds for lost, damaged, or late orders. The Choice program also provides free shipping and returns on eligible items and clearer delivery commitments.
“We want shoppers to feel confident not only in the deal they’re getting, but also in the support they’ll receive after checkout,” Gu said.
Can Creators Make 11.11 a Monocultural Moment?
In October 2026, AliExpress announced a new affiliate partnership with YouTube Shopping, allowing eligible creators to discover AliExpress products within YouTube Studio, curate the best items using data on bestselling and trending products, tag them in their videos, and earn commission. The collaboration launched in South Korea last March and has since expanded to the US, UK, and Brazil.
“Our YouTube Shopping partnership brings an element of entertainment to discovery,” Gu said. “Shoppers can watch creators demonstrate products, find inspiration, and shop recommendations while enjoying the content.”
AliExpress’ 11.11 Global Shopping Festival is the ultimate test of the alliance, giving the eCommerce marketplace a measurable indicator of how (see: if) content influences commerce during high-pressure, high-volume periods like the holiday season. Because creators can integrate AliExpress products into YouTube’s three major content formats—long-form videos, Shorts, and livestreams—AliExpress will also be able to determine which approaches resonate most with consumers browsing different product categories, whether it be consumer electronics, sports and outdoor, home and living, or lifestyle.
The festival’s first day offers a preview for the US market. Compared with normal daily sales, 3D printing and additive manufacturing surged 2,828% on November 1, followed by gaming and accessories (+923%), spare parts (+771%), electrical equipment (+574%), and cycling (+368%), according to AliExpress. These categories benefit greatly from creators already sharing build videos and gear reviews on YouTube.
“Demonstrations, reviews, and real-life use cases give consumers more context for their purchasing decisions while introducing the festival to participating creators’ communities.”
- Chris Gu, US Country Manager for AliExpress
Earlier sales events have given Gu and his team an early idea of how US consumers will respond. During its June Summer Sale, AliExpress partnered with more than 100 creators across 14 countries through its Brand+ Global Creator Program. One creator hosted a three-hour livestream across YouTube and Twitch, and tested more than 20 products in the process. “Repurposed clips generated 19,000 views and more than 1,000 likes within 24 hours,” Gu said. “The YouTube partnership builds on that momentum, making it easier for creators to share recommendations and for viewers to shop directly from their content.”
Over the past year, AliExpress has also learned the cultural nuances of livestreaming. The format has struggled to gain traction in the US, at least to the extent it has in parts of Asia. Yet during its US Summer Sale, Gu noticed that there is value in reaching shoppers on the platforms they use consistently for long-form content consumption, with YouTube and Twitch being “particularly effective.”
“We focus on creators with expertise in specific product categories and established relationships with their audiences,” Gu said. “Through live demonstrations and real-time questions, they help shoppers understand products and make more informed purchasing decisions in a familiar, engaging setting.”
Building on a Sound Foundation
During 11.11 and beyond, AliExpress will “be watching how consumers respond to Brand+ offers and creator recommendations,” according to Gu. Most importantly, the team will analyze how these offerings work alongside service protections, especially in “building purchase confidence and encouraging repeat visits.”
Because it’s not just about creating interest and influence; it’s about fulfilling a promise.
This is a philosophy that Gu and his team have been building toward over the past year. Ahead of the back-to-school season, AliExpress improved coordination with delivery partners to give customers clearer access to delivery milestones and carrier contact information. A new in-stock guarantee also helped build consumer trust, offering refunds and coupon codes for last-minute order cancellations. These improvements, plus new penalties for repeated seller cancellations and inaccurate listings, focus on creating a reliable customer experience.
Especially during the holiday season, this confidence creates peace of mind. In an eCommerce environment brimming with options, that peace of mind determines whether a shopper stays with your brand long term.
Singles’ Day—also known as 11.11—started as an anti-Valentine’s Day where single people in China treated themselves to gifts. But in 2009, Alibaba turned it into a retail holiday, giving Chinese consumers access to deep discounts for 24 hours.
It’s now a cornerstone shopping event that rivals, and even exceeds, Black Friday in scale. In 2025 alone, Singles’ Day drove $236.60 billion (approximately 1.695 trillion yuan) in total gross merchandise value (GMV) in China—up 17.5% year over year from 2024. EMARKETER considered this growth “muted” compared to 2024 numbers, yet the shopping event still exceeded the firm’s forecasts for both US Black Friday and Prime Day worldwide.
But the awareness gap grows as we travel westward: 61% of consumers globally planned to join at least one major sales event in 2025, yet only 33% knew about Singles’ Day.
Alibaba initially made the niche holiday mainstream, and now it’s using its global ambitions to make Singles’ Day the true start of the holiday shopping season. The company is shooting for a record-breaking Singles’ Day, with one million brands joining the festival to feature more than 70 million products across its ecosystem, including Taobao, Tmall, and AliExpress, the global eCommerce platform that sells to more than 200 countries and regions, including the US.
This year, AliExpress is hosting what is arguably its most ambitious 11.11 Global Shopping Festival yet, and is focused on reaching a younger, more Western audience. The foundation is a longer runway, which competes with the myriad sales events that now pollute our retail calendar. Singles’ Day stopped being a single-day event in 2020, when Alibaba extended it to the first eleven days of November. Now, AliExpress is giving US consumers eighteen days to save and leveraging a creator partnership with YouTube to spread the word.
But does Singles’ Day have the cultural appeal to compete with other holiday-season shopping events, despite low awareness outside China? More specifically, does AliExpress have the brand credibility and visibility to become a key destination for US consumers, especially Gen Z?
Chris Gu, US Country Manager for AliExpress, told Future Commerce that 11.11 is becoming “a more established shopping occasion” in the US, largely thanks to major brands and retailers now running Singles’ Day promotions. “It’s taking on a role of its own as an early kickoff to holiday shopping, ahead of Black Friday and Cyber Monday,” he explained.
At the brand level, AliExpress is building an assortment and operational infrastructure to win consumer trust. The company found that 57% of US online shoppers believe getting a good deal matters more during the holiday season than at any other time of year. It is using this data point as a North Star for Singles’ Day and beyond.
Early numbers suggest the work is paying off. On November 1, AliExpress’ daily GMV for the US ran 170% above its October daily average, the company shared with Future Commerce. Over the past two years, November has delivered roughly a 50% lift over the surrounding months.
Selling Holiday Magic with Availability and Reliability
Like most retailers with a US presence, AliExpress has extended its sales event for holiday shoppers who want to buy early and save more. “It gives people more time to put together their holiday lists, compare prices, and take advantage of deals as they find them,” Gu explained. “When you’re shopping for several people on a budget, having more time to decide what to buy can be just as useful as finding a good deal.”
Brand+ is at the center of the Singles’ Day sales event and AliExpress’ broader US expansion strategy. It brings more than 1,500 recognized brands together in a central environment that lets consumers quickly check off their lists and confirm they’ll get their gifts on time and on budget. These brands have “met platform eligibility criteria,” according to Gu, which means they have provided certification that they represent the brands themselves or are authorized distributors. “The channel supports our focus on strengthening shopper trust.”
Similar to its back-to-school ramp-up, AliExpress is pairing exclusive Brand+ deals with service protections and customer support. Eligible new customers will also have access to a deal that lets them purchase three qualified items for $0.99, a clear draw for the 42% of consumers who say they’re more stressed about affording gifts this holiday season.
“The opportunity is to make those elements work together throughout the holiday season and strengthen our relationship with US customers beyond any single sale.”
- Chris Gu, US Country Manager for AliExpress
Delivery speed and reliability increasingly dictate where and how people shop, especially for the 29% of consumers who plan to wait until December to get their holiday gifts. Up to 95% of items available to US shoppers fall under the AliExpress Fast Delivery guarantee, which gives shoppers coupons and even full refunds for lost, damaged, or late orders. The Choice program also provides free shipping and returns on eligible items and clearer delivery commitments.
“We want shoppers to feel confident not only in the deal they’re getting, but also in the support they’ll receive after checkout,” Gu said.
Can Creators Make 11.11 a Monocultural Moment?
In October 2026, AliExpress announced a new affiliate partnership with YouTube Shopping, allowing eligible creators to discover AliExpress products within YouTube Studio, curate the best items using data on bestselling and trending products, tag them in their videos, and earn commission. The collaboration launched in South Korea last March and has since expanded to the US, UK, and Brazil.
“Our YouTube Shopping partnership brings an element of entertainment to discovery,” Gu said. “Shoppers can watch creators demonstrate products, find inspiration, and shop recommendations while enjoying the content.”
AliExpress’ 11.11 Global Shopping Festival is the ultimate test of the alliance, giving the eCommerce marketplace a measurable indicator of how (see: if) content influences commerce during high-pressure, high-volume periods like the holiday season. Because creators can integrate AliExpress products into YouTube’s three major content formats—long-form videos, Shorts, and livestreams—AliExpress will also be able to determine which approaches resonate most with consumers browsing different product categories, whether it be consumer electronics, sports and outdoor, home and living, or lifestyle.
The festival’s first day offers a preview for the US market. Compared with normal daily sales, 3D printing and additive manufacturing surged 2,828% on November 1, followed by gaming and accessories (+923%), spare parts (+771%), electrical equipment (+574%), and cycling (+368%), according to AliExpress. These categories benefit greatly from creators already sharing build videos and gear reviews on YouTube.
“Demonstrations, reviews, and real-life use cases give consumers more context for their purchasing decisions while introducing the festival to participating creators’ communities.”
- Chris Gu, US Country Manager for AliExpress
Earlier sales events have given Gu and his team an early idea of how US consumers will respond. During its June Summer Sale, AliExpress partnered with more than 100 creators across 14 countries through its Brand+ Global Creator Program. One creator hosted a three-hour livestream across YouTube and Twitch, and tested more than 20 products in the process. “Repurposed clips generated 19,000 views and more than 1,000 likes within 24 hours,” Gu said. “The YouTube partnership builds on that momentum, making it easier for creators to share recommendations and for viewers to shop directly from their content.”
Over the past year, AliExpress has also learned the cultural nuances of livestreaming. The format has struggled to gain traction in the US, at least to the extent it has in parts of Asia. Yet during its US Summer Sale, Gu noticed that there is value in reaching shoppers on the platforms they use consistently for long-form content consumption, with YouTube and Twitch being “particularly effective.”
“We focus on creators with expertise in specific product categories and established relationships with their audiences,” Gu said. “Through live demonstrations and real-time questions, they help shoppers understand products and make more informed purchasing decisions in a familiar, engaging setting.”
Building on a Sound Foundation
During 11.11 and beyond, AliExpress will “be watching how consumers respond to Brand+ offers and creator recommendations,” according to Gu. Most importantly, the team will analyze how these offerings work alongside service protections, especially in “building purchase confidence and encouraging repeat visits.”
Because it’s not just about creating interest and influence; it’s about fulfilling a promise.
This is a philosophy that Gu and his team have been building toward over the past year. Ahead of the back-to-school season, AliExpress improved coordination with delivery partners to give customers clearer access to delivery milestones and carrier contact information. A new in-stock guarantee also helped build consumer trust, offering refunds and coupon codes for last-minute order cancellations. These improvements, plus new penalties for repeated seller cancellations and inaccurate listings, focus on creating a reliable customer experience.
Especially during the holiday season, this confidence creates peace of mind. In an eCommerce environment brimming with options, that peace of mind determines whether a shopper stays with your brand long term.
Singles’ Day—also known as 11.11—started as an anti-Valentine’s Day where single people in China treated themselves to gifts. But in 2009, Alibaba turned it into a retail holiday, giving Chinese consumers access to deep discounts for 24 hours.
It’s now a cornerstone shopping event that rivals, and even exceeds, Black Friday in scale. In 2025 alone, Singles’ Day drove $236.60 billion (approximately 1.695 trillion yuan) in total gross merchandise value (GMV) in China—up 17.5% year over year from 2024. EMARKETER considered this growth “muted” compared to 2024 numbers, yet the shopping event still exceeded the firm’s forecasts for both US Black Friday and Prime Day worldwide.
But the awareness gap grows as we travel westward: 61% of consumers globally planned to join at least one major sales event in 2025, yet only 33% knew about Singles’ Day.
Alibaba initially made the niche holiday mainstream, and now it’s using its global ambitions to make Singles’ Day the true start of the holiday shopping season. The company is shooting for a record-breaking Singles’ Day, with one million brands joining the festival to feature more than 70 million products across its ecosystem, including Taobao, Tmall, and AliExpress, the global eCommerce platform that sells to more than 200 countries and regions, including the US.
This year, AliExpress is hosting what is arguably its most ambitious 11.11 Global Shopping Festival yet, and is focused on reaching a younger, more Western audience. The foundation is a longer runway, which competes with the myriad sales events that now pollute our retail calendar. Singles’ Day stopped being a single-day event in 2020, when Alibaba extended it to the first eleven days of November. Now, AliExpress is giving US consumers eighteen days to save and leveraging a creator partnership with YouTube to spread the word.
But does Singles’ Day have the cultural appeal to compete with other holiday-season shopping events, despite low awareness outside China? More specifically, does AliExpress have the brand credibility and visibility to become a key destination for US consumers, especially Gen Z?
Chris Gu, US Country Manager for AliExpress, told Future Commerce that 11.11 is becoming “a more established shopping occasion” in the US, largely thanks to major brands and retailers now running Singles’ Day promotions. “It’s taking on a role of its own as an early kickoff to holiday shopping, ahead of Black Friday and Cyber Monday,” he explained.
At the brand level, AliExpress is building an assortment and operational infrastructure to win consumer trust. The company found that 57% of US online shoppers believe getting a good deal matters more during the holiday season than at any other time of year. It is using this data point as a North Star for Singles’ Day and beyond.
Early numbers suggest the work is paying off. On November 1, AliExpress’ daily GMV for the US ran 170% above its October daily average, the company shared with Future Commerce. Over the past two years, November has delivered roughly a 50% lift over the surrounding months.
Selling Holiday Magic with Availability and Reliability
Like most retailers with a US presence, AliExpress has extended its sales event for holiday shoppers who want to buy early and save more. “It gives people more time to put together their holiday lists, compare prices, and take advantage of deals as they find them,” Gu explained. “When you’re shopping for several people on a budget, having more time to decide what to buy can be just as useful as finding a good deal.”
Brand+ is at the center of the Singles’ Day sales event and AliExpress’ broader US expansion strategy. It brings more than 1,500 recognized brands together in a central environment that lets consumers quickly check off their lists and confirm they’ll get their gifts on time and on budget. These brands have “met platform eligibility criteria,” according to Gu, which means they have provided certification that they represent the brands themselves or are authorized distributors. “The channel supports our focus on strengthening shopper trust.”
Similar to its back-to-school ramp-up, AliExpress is pairing exclusive Brand+ deals with service protections and customer support. Eligible new customers will also have access to a deal that lets them purchase three qualified items for $0.99, a clear draw for the 42% of consumers who say they’re more stressed about affording gifts this holiday season.
“The opportunity is to make those elements work together throughout the holiday season and strengthen our relationship with US customers beyond any single sale.”
- Chris Gu, US Country Manager for AliExpress
Delivery speed and reliability increasingly dictate where and how people shop, especially for the 29% of consumers who plan to wait until December to get their holiday gifts. Up to 95% of items available to US shoppers fall under the AliExpress Fast Delivery guarantee, which gives shoppers coupons and even full refunds for lost, damaged, or late orders. The Choice program also provides free shipping and returns on eligible items and clearer delivery commitments.
“We want shoppers to feel confident not only in the deal they’re getting, but also in the support they’ll receive after checkout,” Gu said.
Can Creators Make 11.11 a Monocultural Moment?
In October 2026, AliExpress announced a new affiliate partnership with YouTube Shopping, allowing eligible creators to discover AliExpress products within YouTube Studio, curate the best items using data on bestselling and trending products, tag them in their videos, and earn commission. The collaboration launched in South Korea last March and has since expanded to the US, UK, and Brazil.
“Our YouTube Shopping partnership brings an element of entertainment to discovery,” Gu said. “Shoppers can watch creators demonstrate products, find inspiration, and shop recommendations while enjoying the content.”
AliExpress’ 11.11 Global Shopping Festival is the ultimate test of the alliance, giving the eCommerce marketplace a measurable indicator of how (see: if) content influences commerce during high-pressure, high-volume periods like the holiday season. Because creators can integrate AliExpress products into YouTube’s three major content formats—long-form videos, Shorts, and livestreams—AliExpress will also be able to determine which approaches resonate most with consumers browsing different product categories, whether it be consumer electronics, sports and outdoor, home and living, or lifestyle.
The festival’s first day offers a preview for the US market. Compared with normal daily sales, 3D printing and additive manufacturing surged 2,828% on November 1, followed by gaming and accessories (+923%), spare parts (+771%), electrical equipment (+574%), and cycling (+368%), according to AliExpress. These categories benefit greatly from creators already sharing build videos and gear reviews on YouTube.
“Demonstrations, reviews, and real-life use cases give consumers more context for their purchasing decisions while introducing the festival to participating creators’ communities.”
- Chris Gu, US Country Manager for AliExpress
Earlier sales events have given Gu and his team an early idea of how US consumers will respond. During its June Summer Sale, AliExpress partnered with more than 100 creators across 14 countries through its Brand+ Global Creator Program. One creator hosted a three-hour livestream across YouTube and Twitch, and tested more than 20 products in the process. “Repurposed clips generated 19,000 views and more than 1,000 likes within 24 hours,” Gu said. “The YouTube partnership builds on that momentum, making it easier for creators to share recommendations and for viewers to shop directly from their content.”
Over the past year, AliExpress has also learned the cultural nuances of livestreaming. The format has struggled to gain traction in the US, at least to the extent it has in parts of Asia. Yet during its US Summer Sale, Gu noticed that there is value in reaching shoppers on the platforms they use consistently for long-form content consumption, with YouTube and Twitch being “particularly effective.”
“We focus on creators with expertise in specific product categories and established relationships with their audiences,” Gu said. “Through live demonstrations and real-time questions, they help shoppers understand products and make more informed purchasing decisions in a familiar, engaging setting.”
Building on a Sound Foundation
During 11.11 and beyond, AliExpress will “be watching how consumers respond to Brand+ offers and creator recommendations,” according to Gu. Most importantly, the team will analyze how these offerings work alongside service protections, especially in “building purchase confidence and encouraging repeat visits.”
Because it’s not just about creating interest and influence; it’s about fulfilling a promise.
This is a philosophy that Gu and his team have been building toward over the past year. Ahead of the back-to-school season, AliExpress improved coordination with delivery partners to give customers clearer access to delivery milestones and carrier contact information. A new in-stock guarantee also helped build consumer trust, offering refunds and coupon codes for last-minute order cancellations. These improvements, plus new penalties for repeated seller cancellations and inaccurate listings, focus on creating a reliable customer experience.
Especially during the holiday season, this confidence creates peace of mind. In an eCommerce environment brimming with options, that peace of mind determines whether a shopper stays with your brand long term.
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