Context: My informant first told me about Singles Day while we were walking home together after an outing with anime club that took place close to Black Friday. He introduced Singles Day, which takes place on November 11th (11/11), as both the Chinese equivalent of Black Friday and an anti-Valentine’s Day celebration for single people. I interviewed the informant about the holiday at an anime club meeting to obtain a transcript for collection purposes.
Informant: Okay. So… What exactly do you want to know from the Singles Day?
Me: Well like… The way that it’s celebrated. How it came to be. What it means. Stuff like that.
Informant: Okay. So first of all, it’s called “Singles Day” only because the eleventh of November is all “ones,” and it’s single. It actually started probably like two or three years ago. Like there was a guy in a Chinese website. It was just on the Internet, and he made fun of this day. And he was the Amazon of China. It was called Taobao. And they found that this… That they can actually make money from this. Make it some kind of festival. And so they just decided to call it “Singles Day.” And for Singles Day they made it the Black Friday of China.
Me: What type of stuff do people buy?
Informant: Just everything!
Me: Like off the Internet? Or in stores?
Informant: No. Just mainly on the Internet. But… But one thing that’s pretty interesting about it is that the Chinese government doesn’t actually like the term “Singles Day.” So they banned websites who use that name. So now when… We still call it “Singles Day,” but all those Chinese websites and stores, when they are celebrating it, they have to use the term “Double 11.” And so they call it “Double 11 Shopping Festival.” But it’s mainly only like selling things. Last year it went really crazy. Like it even has some, like, some stores are even giving like free mailing between nations. Like because, like they are just earning that much from that single day. And, yeah. It’s pretty crazy.
Me: Um, like who usually participates?
Informant: Well, ironically… Most of them are, um, people in relationships. Like they… Well, basically just everybody, mainly young people. And though it’s called “Singles Day,” there are actually a lot of couples just buy things online, because, you know, discounts. Great discounts.
Singles Day is an example of a holiday that came into existence to mock another holiday. It is popular among the citizens of China despite its being censored by the government. Its celebration is also heavily dependent on Internet usage, as most of the shopping done on this day takes place online. The holiday has become so popular that, ironically, even people in relationships participate in it. The use of the term “Double 11” after websites got banned from using the term “Singles Day” is an example of a people’s continuing to observe a tradition despite interference from authorities.