On November 11, the "11.11" sale—known as Global Shopping Day—takes place worldwide. The date is fixed and remains the same from year to year. The event is held primarily online. Marketplaces such as AliExpress, Ozon, and Wildberries offer discounts, mainly on electronics and gadgets.

The holiday originated in China as "Singles' Day." Its name stems from the way the date is written: the four ones represent single individuals. Alibaba has held sales on November 11th since 2009, and other companies—most notably JD.com—later joined the tradition. Over time, the event expanded beyond China’s borders; by 2025, Taobao was offering 11.11 promotions in more than 20 countries.

The discounts are not limited to a single day. According to the overview, the promotion on Ozon and Wildberries runs from October 22 to November 12. On AliExpress, the main phase lasts from November 11 to November 19, preceded by a "warm-up" period from November 8 to 10—during which discounts were visible in the catalog, though orders could not yet be placed. This trend of extending the duration of sales is also seen in China, where many platforms began their promotional events as early as the first half of October 2025.

Major Chinese platforms, including Alibaba and JD.com, have not disclosed the total results of their sales events for several years. According to data from the analytics firm Syntun, sales reached 1.44 trillion yuan in 2024. The November discount season will continue with Black Friday on November 27 and Cyber Monday on November 30.