Alibaba's plans for this year's November 11th Singles' Day sales have been announced. After the company managed to generate over 13 billion US dollars of sales on the same day in 2015, the ecommerce company is expecting 40,000 online merchants to become involved with the sale, up from 27,000 in 2009. In a statement, Alibaba's CEO Daniel Zhang said that “consumers will discover, explore, play, watch, comment, share, recommend and shop across our entire ecosystem with our merchants both online and offline”. The company is primarily hoping to close the gap between online and offline sales by offering consumers an augmented reality experience in Macy's and Costco's stores around the world, from their homes in China. The build up to Singles' Day has already included an 8-hour fashion show hosted by Alibaba's subsidiary Tmall, in which online viewers were able to purchase clothes as they were paraded on the catwalk.