by Kai Cui
Normally, brands and retailers will launch Black Friday promotions in mid-November, but starting from this year, things may become a little bit different as a major shift in global retail is happening.
Taobao, the first to introduce China’s Double 11, or Singles’ Day, shopping festival, is expanding this event simultaneously in 20 international markets, including North America, with localized versions in five languages—Chinese, English, Malay, Thai, and Russian.
In this context, platforms like AliExpress, Temu, and TikTok Shop are connecting Double 11 directly with Black Friday, creating a nearly one-month shopping cycle that starts in mid-October and runs through early December. AliExpress, for instance, kicks off on November 8, runs its Double 11 sales from Nov 11–19, and then transitions seamlessly into Black Friday promotions until Dec 3.
This means the retail battleground is expanding — and so is the opportunity. China’s e-commerce innovation, powered by AI, social commerce, and instant fulfillment, is reshaping global shopping behavior.
In Canada and the United States, the broader Asian diaspora, particularly the Chinese community, is expanding rapidly—and they’re powerful consumers. According to our research conducted earlier this year, Black Friday, along with Christmas, outperforms Lunar New Year for Chinese-Canadian spending. This means Double 11 + Black Friday is becoming into more than simply a sales event; it has the potential to become a cultural moment, especially for the Chinese communities who bridge both worlds.
Forward-thinking brands can win early by:
- Launching teasers and engagement in late October or early November to ride the Double 11 buzz.
- Activating Chinese media and influencer channels like RedNote and WeChat to tap into community excitement.
- Localizing offers and creative to connect authentically with cultural pride and celebration.
The takeaway? Don’t wait for Black Friday — lead it.
Start earlier, stay visible longer, and capture both the Double 11 and Black Friday wave before your competitors do.
Ready to get ahead? Contact us today to turn this opportunity into your next growth story.