Bol.com expects to triple its sales during second Singles Day edition

Dutch e-tailer Bol.com expects to triple its sales during the 2018 edition of Singles’ Day, compared to Single’s Day 2017.


Personal care products are especially popular during Singles' Day - Photo: Bol.com

In 2017, Bol.com first introduced the Asian holiday in the Netherlands, which resulted in one of the busiest days of the year for the e-tailer. Within 24 hours, Bol.com sold ten thousands of products. The most popular items included: make-up, perfumes, CDs and films. Sales of make-up and perfume in particular were four times higher than on a regular day. 

Margaret Versteden, chief commercial officer at Bol.com, said: “We noticed that in the Netherlands, but also in Belgium, there is more and more interest in international retail days such as Black Friday. We also see the increasing interest among the 21,000 retailers who sell via Bol.com, who also offer a selected range during Singles’ Day. This will intensify the collaboration and we expect to grow together with our partners in the coming years.”

Kitty Koelemeijer, professor of marketing & retailing at Nyenrode Business University, added: “Singles’ Day has the potential to grow [in the Netherlands] into a day of personal pampering during the dark days before Sinterklaas and Christmas, which are mainly dedicated to children and family.”

According to numbers by Statistics Netherlands, the number of single people in the Netherlands is increasing rapidly. The expectation is that by the year 2047, about 1 in 4 adults will be single.

 

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