Digital Leisure and Commodification

Abstract

On 11 November 2014, the BBC News reported on a record day of sales for the Chinese retail website Alibaba (‘Alibaba’s Singles’ Day sales exceed predictions at $9.3bn’, http://www.bbc.co.uk/news/business-29999289, accessed 30 November 2014). The BBC reported that Alibaba had popularized and promoted the idea of Singles’ Day, a special day for those who were not in a relationship to feel good about themselves. For Alibaba, this means persuading its customers to spend huge amounts of money on presents for themselves. The company might argue that Singles’ day is just a bit of fun, and they are only responding to the needs of their customers, who are old enough and responsible enough to spend wisely — but the hype around the website and Singles’ Day makes it almost impossible for users to resist being swept along in the torrent of spending.