The real-time data from Alibaba also showed that people on phones and tablets accounted for 42.6 percent of that expenditure – another record high, up from 21 percent in 2013.
Alibaba’s customers generated a total of 278.5 million packages during the sales event – which occurs every November 11 and is called Singles Day – as shoppers snapped up discounted items offered by nearly 30,000 merchants on the company’s marketplaces, Tmall and Taobao. They’re China’s two largest ecommerce sites with a collective 250-plus million active consumers. Major Chinese and global brands took part by offering discounts, including Uniqlo, Disney, Clinique, and Xiaomi.
Gadgets and home appliances made up the top three most popular brands on Tmall in terms of what people were spending on: Xiaomi in top spot, Huawei second, and Haier third. Japan’s Uniqlo was next up in fourth place.
This year’s sales day saw expenditure on Alibaba’s sites surpass last year’s tally as early as 1:30pm, setting the stage for a record-breaking sum at the end of the promo at midnight."