Rascasse Audience Intelligence

Singles Day Audience in Germany

A data profile of the people who buy, follow and care about Singles Day in Germany — modelled from more than twelve digital signal sources. Singles Day has an estimated audience of 241,224 people in Germany.

#285among Event in Germany#1024in Politics & Society

The average Singles Day fan in Germany is 35.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Squat (exercise), Skin (musician), Harry Potter, with strongest over-indexing on Squat (exercise) (9.47× the country average).

Demographically, the Singles Day audience skews more female with an average age of 35.6, and over-indexes on personality traits such as Individualism, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Singles Day fan in Germany is more female, around 35.6 years old, with strong Individualism tendencies and a notable affinity for Squat (exercise).

Category: Politics & Society · Type: Event

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Singles Day profile in Germany.

Audience size
241K
in Germany
Gender
62.1%♀
37.9% male
Age
35.6
average years
Country rank
#20135
Event in Germany
Fig. 01

Search interest · 12-month trend

-46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Singles Day fans

62.1% are female, 37.9% are male, average age 35.6.

Fig. 02

Gender split

62.1%
Female
37.9%
Male
Demographic split for Singles Day audience in Germany
MetricValue
Female62.1%
Male37.9%
Average age35.6
Estimated audience size241,224
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Singles Day audience in Germany
Age bracketShare%
16-1924%
20-2926%
30-3921%
40-4918%
50+11%
Fig. 04

Worldwide distribution

6.6%

of the worldwide Singles Day audience comes from Germany.

Worldwide audience distribution share by country for Singles Day
CountryShare
United States16.1%
France9.1%
United Kingdom6.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Singles Day audience in Germany is strongest.

Fig. 05

Top regions by affinity

Singles Day fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~8K1.42×
02Berlin~10K1.23×
03Hessen~20K1.14×
04Nordrhein-Westfalen~60K1.10×
05Bayern~40K1.10×
06Baden-Württemberg~40K1.08×
07Sachsen~10K1.04×
08Niedersachsen~20K1.02×
09Bremen~2K0.98×
10Rheinland-Pfalz~10K0.96×
11Schleswig-Holstein~8K0.92×
12Saarland~3K0.91×
13Thüringen~5K0.89×
14Brandenburg~6K0.84×
15Sachsen-Anhalt~5K0.76×
16Mecklenburg-Vorpommern~4K0.76×
Fig. 06

Affinity by region

Affinity by region — Singles Day, Germany
0.76×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Singles Day audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Singles Day audience
#·InterestCategoryAffinity×
01Chocolate (2008 film)Movies & TV16.63×
02Mid-Autumn FestivalTravel & Leisure15.57×
03Skin (musician)Music & Radio15.51×
04SuuntoSports14.32×
05Radio-controlled helicopterKids & Family10.96×
06Radio-controlled carKids & Family9.77×
07Squat (exercise)Sports9.47×
08Remote controlHome & Garden9.20×
09Adidas OriginalsFashion & Accessoires8.70×
10Scottish HighlandsTravel & Leisure8.56×
11Honda CivicCars & Mobility6.48×
12EngravingHome & Garden6.08×
13ScotlandTravel & Leisure5.86×
14PersonalisationHome & Garden4.77×
15BarbellSports3.85×
16Ernsting's familyShopping2.76×
17Harry PotterMovies & TV1.93×
18DeichmannShopping1.90×
19BeveragesFood & Beverages1.66×
20Discount storesShopping1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Singles Day audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Singles Day audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.96×
Community OrientationOPEN1.45×
Price SensitivityPREMIUM1.41×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Singles Day audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.71×
PatriotismCONSERVATISM0.78×
TravellingTHRILL0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Singles Day have in Germany?

Singles Day has an estimated audience of 241,224 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Singles Day fans?

62.1% of Singles Day fans are female, 37.9% are male, with an average age of 35.6 years.

03

Which brands do Singles Day fans like most?

Singles Day fans show strongest brand affinity for Squat (exercise) (9.47×), Skin (musician) (15.51×), and Harry Potter (1.93×) over the country average.

04

Where do Singles Day fans live in Germany?

Singles Day fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~40K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Singles Day fans also like?

Beyond Singles Day itself, the audience over-indexes on Skin (musician) (15.51×), Harry Potter (1.93×), Radio-controlled car (9.77×), and Engraving (6.08×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Politics & Society audiences in Germany

See Singles Day audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Singles Day. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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