Executive Summary

In this report, we dig into Alibaba’s Tmall Global sales volume on Singles’ Day, using a detailed, proprietary dataset collating information on the top 500 products across 14 different categories on the platform.

• Diapers and cosmetics were the best-sellers of the categories we tracked, followed by snacks, women’s skincare and infant formula. Very strong unit sales growth reflected pent-up demand for consumer products as buyers waited for sales and promotions on Singles’ Day.
• We estimate sales of diapers, cosmetics, snacks, skincare, luggage and bags may have been 30–50 times higher than typical daily volumes.
• Sales promotions differed across categories. Discounts for women’s shoes and diapers were steepest, at 42% and 38% respectively. Most categories offered at least 25% off.

Click here to read more Coresight coverage of Singles Day over the last few years.