Although it’s becoming increasingly important to merchants and consumers across Asia, 12:12 is not quite the most important digital retail event on the calendar. 11:11—Singles Day—Black Friday and Cyber Monday are still more important. In India, Flipkart's Big Billion Days and Amazon's Great India Festival are also significant events—they've usually been held around 10:10, though the dates are flexible. However, the seasonal frenzy begins with 9:9 Online Shopping Day, created by Shopee in 2016.