Alibaba began launching "Double 11" deals in 2009 just as online shopping was starting to explode and trademarked the term "Singles Day" by 2012.
So what's it all about?
It's a response to Valentine's day and is on 11/1 - the ones all symbolize single people.
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It was originally known as Bachelor's Day, but soon became an unofficial day for all of China's youth to celebrate - or at least feel OK - about being single.
Previous year the shopping holiday drove $18 billion worth of retail sales for participating sellers, a pop-up luxury hub, Double 11 Musée, will appear online and in the Tmall app for high-end brands. 200 million are expected to watch the gala this year, and tens of millions more will play games, visit stores or try on clothes on their phones.
Nicole Kidman and Pharrell Williams were among the stars who helped get the eighth Singles' Day off to a glittering start. Last year, Alibaba shipped more than 1 billion packages and is on track to well outpace that this year. The event held on the evening on November 10 is basically a warm-up act until the flash sales go live at the stroke of midnight.
Vendors are also getting creative to cut through the competition. A Chinese white liquor maker wants to lift lonely spirits by offering a lifetime supply of booze for less than $1,700.
But tomorrow, no matter what convention you adopt for writing the day and the month, it will be 11.11. It appears they have taken that into account.
"If a customer passes away within five years, their immediate family can continue to enjoy the service after providing valid identification", the company's customer service department said, according to the Global Times.