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Singles’ Day Guide 2022

Posted 2 months ago by Naomi Kono

OCTOBER 3 2022 – APAC – Singles’ Day started in China as a celebration for single people during the 1990’s and has grown to be one of the largest shopping extravaganzas in the world, claiming a place alongside other prominent retail shopping events, such as Black Friday and Cyber Monday.

Last year there were $139 billion in sales on Alibaba and JD.com with 290k participating brands and 900m consumers making at least one purchase. In our APAC network, Singles’ Day has become a key event for our publishers around the world, with sales up 108% since 2019. When it comes to traffic volume, we witnessed 3M+ clicks across our network during Singles’ Day 2021.  

In this blog, we will share with you the trends we saw in Skimlinks network during the event last year and offer actionable takeaways to embrace this important event for 2022.

Singles’ Day is a Phenomenon

The success of Singles’ Day has enabled it to go global and spawn further “Double Day” events throughout the second half of the year. As you can see, there were significant Y-o-Y Commission increase between 2020 and 2021 in our APAC network.

 

Double Days H2 2021 Publisher Commission Growth Y-o-Y with Skimlinks
Double Days H2 2021 Publisher Commission Growth Y-o-Y with Skimlinks

And it continues to grow.

Singles' Day 2021 Publisher Commission Growth Y-o-Y with Skimlinks
Singles’ Day 2021 Publisher Commission Growth Y-o-Y with Skimlinks

Singles’ Day with local and international opportunities

It has become a key event for our publishers, with prominent growth across our major regions:

Local and International opportunities for Singles' Day

Seizing the opportunities

Consumers started searching about Singles’ Day in October and a major traffic increase started in early November across our APAC Network. There was a peak in revenue generation during the event on 11/11. We recommend having new articles ready and Evergreen articles updated before November 1. Look to distribute commerce content across homepage, newsletters, and social channels to maximize impact.  Use Skimlinks’ Revenue Source Report to determine your most efficient platforms and drive incremental revenue.

2021 Singles’ Day traffic increase in Skimlinks Network
2021 Singles’ Day traffic increase in Skimlinks Network

Selecting Merchants

Below is a list of top performing topics from 2021 Singles’ Day.  Remember to include keywords, such as “Best Singles’ Day sales/deals/ discounts” in the article titles in order to make your articles easy to discover.  

  • Deals Round-Ups
  • Key Brand Sales
  • Early Christmas Gifting
  • Top Vertical Discounts
  • Staycation
  • “What is Singles’ Day?” – educational article about this shopping event
Top Singles’ Day Articles
Top Singles’ Day Articles

When it comes to selecting Merchants (Brands), there are two key things to keep in mind.

Firstly, make sure to focus on these core verticals: Fashion, Marketplace and Consumer Electronics. They all performed well at Singles’ Day last year and we are expecting to see a similar trend in 2022.

Secondly, lead on discounts. Feature key promotions, such as “free shipping”, “gift with purchase” and “cash back offer” to drive article performance. You can work with Skimlinks to negotiate increased commission rates and secure exclusive coupon codes from desired merchants.  

Here’s a list of Top Merchants that performed well last year as well as New Growing Merchants in 2022 for your reference when creating Singles’ Day commerce content. Check out our Merchant Search tool to find new merchants to feature and see the uplift in rate you are getting through the Skimlinks network. 

The Editor Toolbar is a must-have tool for anyone creating commerce content in Q4. Installing the Toolbar lets Publishers see if a merchant has an affiliate program directly from the Google Search results page. Download the Editor Toolbar here.

Top Singles’ Day Merchants in 2021
Top Singles’ Day Merchants in 2021
New Growing Merchants in 2022
New Growing Merchants in 2022

Selecting Categories & Products

The following are the top Singles’ Day Categories & Products in 2021 and we expect similar high performance this year as well. You can also Discover best-selling products during the holiday season last year in your domains with the Product Bought Report

  • Athletic Apparel 
  • Luxury Fashion 
  • Home appliances 
  • Bed Linens & Towels 
  • Beauty Products

Be sure to check the Trending Products Report for more production inspiration. You can use the report during Singles’ Day to keep your commerce contents up to date and see which products are trending across our network that you’ve not written about yet.

Useful resources:

 

Get Q4-Ready: See What Worked Well Last Year

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