The Chinese company Alibaba hit a record $1bn (lb774m; EUR883m) in sales in 85 seconds, and then just shy of $10bn in the first hour of the 24-hour spree.
In total, customers spent $30.8bn, up 27% on last year, but the lowest annual increase in the history of Singles Day.
What is Singles Day?
Alibaba invented the occasion to celebrate the unattached as an antithesis to the romantically involved on Valentine's Day.
It is now the world's biggest online sales event and this year's total was more than Black Friday and Cyber Monday's totals combined, according to Bloomberg.
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