Christmas comes early in China. November 11 (11/11), known as “Singles Day,” is the world’s biggest 24-hour shopping event. Originally a cynical response to Valentine’s Day for bachelors, the day was transformed in 2009 by Alibaba executive (now CEO) Daniel Zhang into “Double 11.” The day has come to represent a unifying cultural event of unabashed retail therapy, coupons, lightning promotions, and gamified social media campaigns from retailers across the country.