The term ‘Singles Day’ (Chinese: ‘Guangon Ji’ or ‘The single sticks holiday’) was first coined at Nanjing University, China, in the 1990s, and was initially celebrated only by singles. The holiday became popular in Chinese Universities, with many events, parties and blind dates for single Chinese men and women. On 2009, Jack Ma, the founder of the Chinese E-commerce giant Alibaba decided to transform the unofficial holiday to a shopping festival, with discounts up to 50 percent off. Ma’s idea was a success and in coming years more and more websites, in China and around the world, joined the Singles day shopping celebration, making it the biggest online shopping event worldwide.