Singles' Day: New Zealand businesses cashing in on world's biggest shopping day

New Zealand businesses are looking to cash in on the world's biggest shopping day on Monday.

Singles' Day started in China, but companies worldwide are now wanting a piece of the action.

Based in Avondale, MYM Beauty has been stocking up in preparation. The business is hoping Monday, or Singles' Day, will bring in a heap of consumer cash. 

"We definitely hit our targets last year and we definitely had a massive spike in sales over the Singles' Day period... we're expecting more this year," says Nicole Adams, MYM Cosmetics' digital administrator.

Singles' Day, celebrated on November 11, has traditionally targeted millions of lonely consumers across China - something of an online-based 'anti-Valentine's Day'. 

"It's still in its early stages in the country [but] we were on it last year and we saw some growth from it... we expect more this year, which is amazing," says Adams.

The day is massive in China.

Last year, Chinese multinational conglomerate Alibaba held a global shopping festival to celebrate.

The day sees 180,000 brands sell to 800 million consumers online.

It's like America's Black Friday - on steroids - and Kiwi consumers are taking note.

"Kiwi customers have looked overseas and they've seen the great Black Friday deals that have been available... I think New Zealand retailers have competed and I think the same can be said for Singles' Day," says Retail NZ CEO Greg Harford.

"We're likely to see more of it in the years to come."

Fonterra isn't missing a beat when it comes to Singles' Day. 

The dairy co-operative says it's a crucial part of its "China strategy".

"Last year was our most successful year, we've been participating since 2009... last year we sold $30 million worth of product," says Fonterra CFO Marc Rivers.

It's this kind of money that Rivers says should incentivise other Kiwi companies to get in on the action. 

"E-commerce is quite revolutionary and that's a big advantage for New Zealand businesses to have their offering in China and directly get involved," he says.

Tens of billions of dollars are expected to be traded on Monday - these kiwi companies making sure they get their slice of the Singles' Day pie.