The annual 11.11 Singles’ Day Sale has become an event for both shoppers and e-commerce merchants across Southeast Asia, recording online sales that exceed all expectations. Singles’ Day came to be after students at the Nanjing University in China, started celebrating their singledom, in what was known as anti-Valentine’s Day back in the 1990s. Singles’ Day was then adopted by e-commerce giant, Alibaba, in 2009.