According to Business Insider, even though Cyber Monday set online shopping records in the US this year, it was far less than Alibaba's Singles Day sales record — even when combined with numbers for Black Friday in 2018. According to Adobe Analytics, Alibaba's day of e-commerce deals on November 11 generated more than $4.68 billion in sales in its first 10 minutes. Twenty minutes in, sales surpassed $6.5 billion — exceeding the total of online sales for Black Friday in the U.S.