Singles' Day (11/11), globally known for boosting e-commerce primarily in the Chinese calendar, has been gaining increasing relevance in Latin America – the year 2025 solidified this trend. According to an analysis by Bruna Nobre, Director of Publisher Partnerships at Rakuten Advertising, a global leader in performance marketing networks, the brands that stood out this year were those that combined purpose, personalization, and data-driven strategies, transforming the date into a strategic testing ground for Black Friday.
“We support e-commerce giants in bringing Singles” Day into Brazilian culture as well. This year, for example, a major retailer, which is our partner, saw its average order value grow up to three times more during the occasion. When comparing performance between the beginning of the year and other seasonal periods – such as Father's Day and Valentine's Day – an increase of nearly six times is observed in the network. Furthermore, other major retailers, even without creating specific campaigns for Singles' Day, already leverage the period to attract consumers and anticipate Black Friday actions, with promotions launched since November 1st," states Bruna.
Given the significant impact of the date, the expert compiled 4 key learnings from Singles' Day in Brazil:
1. Data and affiliates drive performance and relevance
Data-based campaigns and affiliate strategies proved more effective in reaching specific audiences and generating qualified conversions. “The combination of precise targeting and partnerships with influencers and publishers increased visibility and engagement rates, especially in categories like beauty, wellness, and electronics,” explains the Director.
2. Self-care and empowerment remain central themes
According to the expert, brands that explored messages of self-care, independence, and self-love stood out for their authenticity. “Campaigns that celebrated conscious consumption, focusing on experiences and well-being, achieved greater acceptance and organic engagement, particularly among Generation Z and millennial consumers,”, complements.
3. It can be the “dress rehearsal” for Black Friday
The date has solidified itself as a barometer for Black Friday, allowing brands to test creatives, landing pages, discount formats, and media channels. “This year, especially, companies that acted in advance, using the moment to generate traffic and capture leads, already start November with more qualified remarketing databases,” points out Bruna.
4. The value of emotional connection and social proof
To conclude, the executive emphasizes that interaction with the audience, through contests and platforms that promote user-generated content and reviews, strengthened trust and loyalty. “Companies that encouraged the creation of organic content managed to expand reach and maintain an active dialogue with the consumer even after the peak day,” she analyzes.
“The post-11/11 period showed that performance marketing is evolving towards a more human model, where data, technology, and purpose go hand in hand. Latin America has enormous potential to transform Singles” Day into a celebration of smart consumption and new forms of brand relationships," concludes Bruna.
