The so-called double dates, such as 10/10, 11/11 and 12/12, are gaining strength in the Brazilian e-commerce promotional calendar and have started to occupy a strategic space in sales operations.
Inspired by Singles Day, created in China by Alibaba in the late 2000s, these actions are no longer one-off initiatives but are part of a continuous cycle of stimulating consumption. The format helps to better organize demand peaks throughout the year and reduces dependence on traditional periods, while increasing predictability for retail.
Data released by the Marketplaces Anymarket Integration Hub shows that 10/10 in 2025 registered growth of 56% compared to the previous year, a value that shows the strengthening of this model for conversion and loyalty.
In the home and decoration sector, the impact on routine is clear. "For companies, double dates represent an opportunity to plan micro campaigns focusing on stock, logistics, segmentation of offers and customer experience. For consumers, they mean more frequent access to discounts, better payment terms and offers distributed throughout the year, so I think everyone wins", says Daniela Costa, CEO of Homedock, an e-commerce for furniture and home solutions.
Daniela reiterates that this movement opens a new stage in Brazilian digital retail by transforming the promotional calendar into a continuous cycle that requires planning, technology and efficient management. “Companies that incorporate this regular rhythm are able to expand their presence, smooth out seasonality and build more predictable and sustainable sales cycles, transforming numerical dates into growth vectors”, he says.
The perspective is also present in the Homedock shopping area. Raphael Capuzi, the company's product manager, reinforces that double dates work as a laboratory for innovation and agility. "These events accelerate the perception of purchasing behavior and generate important insights to adjust the portfolio, price and assortment. The more intense movement in short periods helps to measure the acceptance of products and to understand, in real time, what the customer is looking for when they find attractive conditions", he reveals and adds that working with well-distributed peaks encourages more accurate decisions and strengthens the commercial strategy throughout the year.
