Norway’s e-retailers jump on Singles Day sales campaign

OSLO — Inspired by the highly successful Singles Day shopping extravaganza in China, many of Norway’s online retailers also launched sales promotion on Saturday to celebrate being alone.

Komplett.no, the biggest online retailer in Norway, launched the Singles Day campaign that offered discounts on all the products on its website.

“It is the first time for Komplett to launch the Singles Day campaign. We wanted to test this concept as we see that many players have had great success with it,” said Ingebjorg Tollnes, communications director at the Komplett Group.

“So far today we are very happy with the sales.”

China’s Singles’ Day has been celebrated on Nov 11 since the 1990s. The date was chosen because 11-11 resembles four “bare sticks”, a Chinese term for bachelor.

China’s largest online retailer Alibaba introduced the Singles Day shopping event in 2009 and it has grown to become one of the world’s biggest shopping spree.

We wanted to test this concept as we see that many players have had great success with it. So far we are very happy with sales.” Ingebjorg Tollnes, Komplett communications director

Something big

Norway’s leading online newspaper Nettavisen said many Norwegian online players have focused on the Singles Day and believed this may be the start of something big also in the Nordic country.

“November 11 is (one of) the world’s largest shopping day, Singles Day, and for us Norwegians it is a warm-up to the Black Friday sales party. In short, it’s a celebration of all the singles in the world, where online stores have ridiculously good prices on many great products,” the newspaper said.

The online newspaper also published long lists of various e-retailers that offered discounted products for the Singles Day campaign.

“Treat yourself to Singles Day!” said online sports shop sportamore.no. “A gift just for you,” online fitness apparel retailer c33.no told its customers.

Power, one of Norway’s leading consumer electronics retail chains, said it has decided to celebrate Singles Day this year and turn it into Singles Weekend — all promotional products will last until Sunday.

So did Norwegian sports clothing and equipment chain XXL, which is the largest and fastest growing sports retailer by revenue in the Nordic region. The company offered online-only promotional products for the Singles Weekend.

However, the emerging Singles Day sales campaign in Norway has not been confined to online space.

Lefdal, one of Norway’s biggest electronics and household appliance stores, launched massive Singles Day campaign both online and in its bricks-and-mortar stores.

“It (Singles Day) is a big day in China. Last year we just did it on our website and had a good profit,” said Ermina Ajdinovic, a department manager at Lefdal’s store in the Alna district in Oslo.

“So this year we want to do it in our stores to see if we can change the shopping experience for our customers,” she added.