Singles' Day email calendar.
Singles' Day on 11 November is optional for most Western stores, but it sits two weeks before Black Friday and can work as a warm up. Take part only with a real offer and a clear end, and treat it as a test of your sales machinery before the peak.
Key dates
- 2026: Wednesday 11 November
- 2027: Thursday 11 November
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
If you sell to Asian markets or the diaspora, the day is already a major shopping date and your list expects to hear from you. If you do not, it is more of a rehearsal for your peak season.
Either way, it is a chance to check your deliverability, your site speed and your fulfilment before the main weeks, with lower stakes.
Send plan.
1. 14 days before
Decide whether to take part and with what offer.
2. 5 days before
Send a short teaser to the engaged list.
3. 11 November, morning
Send the main email, with the end time stated.
4. 11 November, evening
Send a last chance reminder to clickers who have not bought.
5. The day after
Review results and note changes to make before Black Friday.
Before you send.
- Decide whether the day is a real event for your customers or a rehearsal.
- Check site speed and checkout with a test order before the send.
- Confirm that deliverability metrics are healthy before increasing volume.
- Write down what you want to learn, so the review has a purpose.
- Make sure the offer does not clash with the Black Friday plan.
Segments to use.
- Customers in markets where the day is established
- VIPs who would value early access
- Subscribers who responded to earlier sale emails
Subject line ideas.
- 11.11: one day, one offer
- A warm up before the big weekend
- Ends at midnight, local time
- Everything we learned from today
More in the sale and promotion subject line library.
Common mistakes.
- Joining in without a reason and confusing the list ahead of Black Friday
- Using the day to discount the same lines you plan for Black Friday
- Skipping the post event review
This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.
Want this planned and built for you? See our email deliverability service or book a free audit.
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