The big APAC shopping dates in 2027 are 6.18 on Friday 18 June, 9.9 on Thursday 9 September, 10.10 on Sunday 10 October, 11.11 on Thursday 11 November, 12.12 on Sunday 12 December and Black Friday on Friday 26 November. Each belongs to different markets and platforms, and the double dates are fixed to the calendar, so the weekday changes every year.
Key takeaways
- Double-date sales fall on the same date every year; only Black Friday moves, because it follows US Thanksgiving.
- China's 6.18 and 11.11 anchor the year, and the sale often runs for weeks, not a single day.
- In Southeast Asia, 9.9, 11.11 and 12.12 matter; peak days differ by country.
- Indonesia has its own 12.12 event, and India's 10.10 belongs to a different platform story.
- Platform names and promotion windows change, so confirm them with each platform before you commit budget.
What are the 2027 APAC mega-sale dates?
The table lists each event, its 2027 date and the markets and platforms named in the sources I opened. Dates in 2027 follow from the calendar, and Black Friday follows from the OPM's Thanksgiving date of 25 November.
| Event | 2027 date | Market and platform context |
|---|---|---|
| 6.18 | Fri 18 June | China. Named after JD.com's anniversary; the promotion has run about 20 days since 2014, and opened on 1 June in 2020. |
| 9.9 Super Shopping Day | Thu 9 September | dLocal lists Taiwan, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Shopee launched it in 2016. |
| 10.10 | Sun 10 October | dLocal lists India's Big Billion Days Sale by Flipkart under 10.10, launched in 2014. |
| 11.11 Singles' Day | Thu 11 November | China, led by Alibaba and JD.com. Most Southeast Asian countries peaked on 11.11 in Criteo's data. |
| Black Friday | Fri 26 November | Day after US Thanksgiving. See Black Friday 2027 by market. |
| 12.12 | Sun 12 December | Indonesia's HarBolNas event, started in 2012, per dLocal. Vietnam and Indonesia peaked on 12.12 in Criteo's data. |
The dLocal and Criteo pages are from 2021–2022, so treat them as context for the pattern and check current platform campaigns.
How does the season build through the year?
It builds in steps: 6.18 mid-year, then a run of double dates from September to December. The second half starts with 9.9 and ends with 12.12.
Criteo's double-dates digest reported regional spikes across Southeast Asia of 338% for 9/9, 399% for 11/11 and 453% for 12/12 in its 2022 data. Those figures describe that year's retail sales, not a forecast for 2027, but they show why all three dates deserve a plan.
Which dates matter in which market?
Lead with the dates local data supports, not the full list.
- China: 6.18 and 11.11. JD.com explains 618 as its anniversary sale; Alibaba and JD.com generated US$115 billion together on 11.11 in 2020, per dLocal.
- Southeast Asia: 9.9, 11.11 and 12.12, with Black Friday as the final peak. Criteo found most countries peaked on 11.11, while Vietnam and Indonesia peaked on 12.12.
- Indonesia: 12.12 has its own local event, HarBolNas, which dLocal calls the country's biggest annual ecommerce shopping event.
- India: Flipkart's Big Billion Days Sale is listed against 10.10, though India's festive timing is driven mostly by Diwali, which falls on 28 or 29 October 2027 (see our APAC and MENA marketing calendar).
- Greater China readers searching for a 2027 marketing events calendar (2027行銷行事曆) will find the same fixed dates plus local holidays.
What did I not verify?
Platform-specific claims for Lazada, Tokopedia and Tmall are not in this article, because the pages I opened did not support them. Lazada appears in dLocal's piece only as having started its own year-end sales around the time Shopee launched 9.9. Check each platform's merchant page for 2027 campaign windows, fees and registration deadlines.
How should you plan the 2027 shopping calendar?
Pick the three or four dates that matter for each market, then plan backwards. SOMIN's working rule for double-date sales is to start planning 8 to 10 weeks ahead and go live one to two weeks before, with teasers on 9.9 and 10.10. That is a guideline, not an industry average.
- Mark fixed dates: 18 June, 9 September, 10 October, 11 November and 12 December.
- Add Black Friday (26 November) and Cyber Monday (29 November).
- For each market, drop the dates your category data does not support.
- Give each date a different job: teaser, peak, last chance.
- Keep one week after each peak for follow-up and returns.
For the festive layer on top of sales, read the APAC festive calendar guide. To see what competitors do on these dates, use competitor ad analysis by market, and keep local messaging distinct with market-specific messaging.
FAQ
What day is 11.11 in 2027?
Thursday 11 November 2027. Singles' Day is on 11 November every year.
When is Black Friday 2027 in APAC?
Friday 26 November 2027, the day after US Thanksgiving on 25 November. In the Gulf it is often called White Friday.
What is the biggest shopping event in Southeast Asia?
It depends on the country. Criteo found most countries peaked on 11.11, while Vietnam and Indonesia peaked on 12.12.
What is 6.18?
It is a mid-year shopping festival in China, named after JD.com's anniversary on 18 June. JD says it has run about 20 days since 2014.
Is 9.9 a Shopee event?
Shopee launched 9.9 Super Shopping Day in 2016, according to dLocal, and it is now a wider Southeast Asian shopping date.
