November 11th is Single's Day in China, which started out as a day for young people to celebrate their single life by buying themselves a gift but has ballooned into one of the world's largest online shopping days.
That's because some brilliant marketing maven at China's largest online retailer Alibaba advertised the day as a celebration back in 2009, and as interest in Single's Day grew so did the over-the-top theatrics of it all.
This year's festivities included an appearance by Daniel Craig, a Game Of Thrones inspired performance by Adam Lambert and a message from Kevin Spacey encouraging shoppers to buy more candy, all of which was perfectly summed up in this clip from Last Week Tonight with John Oliver. (Contains NSFW material)
With Alibaba earning around $14 billion dollars in one day and top Hollywood actors now making an appearance it seems there's no stopping the Single's Day spectacle from growing into a glittery beast that cannot be ignored.