Originally created in China as a celebration of single life, Singles Day has become one of the world's biggest shopping events. Sweden has embraced the same international concept, although on a much smaller scale.
On Wednesday, November 11, Swedish retailers are expected to offer discounts on electronics, fashion, beauty products and home accessories. Much of the activity takes place online, making it easy to participate without leaving home.
According to the Swedish Trade Federation, Svensk Handel, 13 percent of Swedish consumers planned to shop during Singles Day in 2025, compared with just 9 percent in 2023. Among young adults aged 18–24, more than one in five planned to make a purchase.
But why November 11? The four number ones in 11/11 are said to represent four single people standing alone. The tradition is commonly traced back to university students in Nanjing, China, during the 1990s. What began as a playful celebration of independence eventually became a global shopping phenomenon.
And here is a curious Swedish coincidence: November 11 is also St Martin's Day. In southern Sweden, particularly Skåne, the occasion is traditionally celebrated with a roast goose dinner on November 10, known as Mårten gås. So while some Swedes are preparing for online bargains, others may be enjoying a centuries-old culinary tradition.
For international visitors, Singles Day is not a public holiday. Shops, restaurants and public transport operate as usual, and major public celebrations are uncommon.
One practical tip: compare prices before purchasing. Under Swedish consumer regulations, retailers advertising discounts must generally display the lowest price offered during the preceding 30 days.
With Black Friday approaching on November 27, Singles Day is an early opportunity to explore Sweden's seasonal shopping deals.
And whether you are single, happily partnered or simply curious, there is no membership requirement to enjoy a bargain.
What do you think?