Insight 路 24 Oct 2026 路 1 min read
Singles Day comes to Europe: what to watch on 11.11
By the Dealmeteo research desk 路 Edited by Federico [SURNAME]
Born in China, 11.11 is now a fixture for European marketplaces and fashion players. Here is what we will track across eleven markets.
Singles Day started as a Chinese shopping festival and has become the first big date in Europe's autumn promo calendar. Marketplaces with Asian roots push it hardest, while European fashion and beauty retailers increasingly run their own 11.11 campaigns.
What we will measure
- Share of tracked retailers running an 11.11 campaign, by country.
- Average advertised discount, and how often it holds against the 30-day prior price required by the EU Omnibus directive.
- Campaign length: one-day flash events versus week-long "11.11 weeks".
Markets to watch
Poland and Spain have historically been the most responsive European markets to 11.11. In Germany and the UK, the date competes with early Black Week teasers.
Promo Heat 80/100
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Sources
This analysis was drafted with AI tools from data collected by Dealmeteo, then reviewed and approved by our editor, who is responsible for its content. How we work