Double 11, also known as “Singles’ Day” originated as an shopping festival first initiated by Alibaba in 2009 for bachelors using the number “1” to resemble a single man. Since 2009, other e-commerce platforms have followed suit, all seeking to acquire a share of revenue in the increasingly competitive but lucrative e-commerce marketplace. Over this 10-year period, the shopping festival has transformed itself from the celebration of being single to a nationwide and all-sites-wide shopping fever.