And this year was no exception.
It only took Alibaba half the time today to eclipse last year's total for online sales - en route to a record-smashing day.
China's e-commerce giant surpassed last year's record-setting $9 billion in online sales by midday. And the company put the remaining 12 hours to good use - ringing up $14.3 billion in total sales.
The top-selling items included such much-loved brands as Levi's jeans and Nike sneakers - as well as nutritional products and baby-related goodies, the company said.
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