During “618”, offline traffic increased by 30% over the week prior, with online orders also jumping by 20%. Another partner retailer, Beijing’s Easyhome, a seller of furniture and home remodeling supplies, topped 100 million yuan (US$15.7 million) in sales by 1 pm on the first day of “618”, while Alibaba’s Fresh Hema saw sales increase to seven times what they were in the same period last year.

Tmall’s June 1-18 2018 promotion pulled in offline stores, including 70 New Retail stores from around China, along with 100,000 Tmall smart stores, Intime department stores, Hema supermarkets and superstore chain RT-Mart.

Along with its usual array of coupons and discounts, this year’s festival offered up physical interactive pop-up stores, red packets, and free shipping.

This year’s shopping festival also targeted consumers outside of China. Product sales in apparel, beauty, and food & beverage shattered last year’s records in just minutes. This year’s shopping festival hit during the World Cup and Dragon Boat Festival, helping boost sales in several categories. Below are highlights of Tmall’s 618 promotion.