Just before 4 p.m. today in China, the sales reached 168.2 billion yuan ($24.2 billion) - surpassing the total purchases from last year's Singles Day, according to figures posted online by Alibaba Group.
This year's tally breaks from gloomy forecasts about the world's second-largest economy, which is struggling with a tariff war with the United States, a stock market slump and slowing overall growth.
Singles' Day was the brainchild of Mr Ma and Mr Zhang, who came up with the idea of the shopfest a decade ago.
November 11 is being celebrated since 2009 as an online antidote to the sentimentality surrounding Valentine's Day.
By the one hour and 47 minute mark, that number had increased tenfold.
In the lead-up this year's event, there were concerns that Alibaba and other e-commerce sites like JD.com, which runs a similar sale, may be hit hard by new tariffs on US goods.
It was created by Alibaba, a Chinese e-commerce giant, which this year has racked up sales of an eye-watering $25 billion last year and is expecting to clear $35 billion this year.
"If people aren't buying new homes, they aren't buying appliances", he said.
U.S. court halts construction of Keystone XL oil pipeline
The order came as a Canadian energy company prepared to assemble initial stages of the 1,200-mile long, cross-border project. Reacting to the news on Friday, President Donald Trump called the ruling a "political" decision that was a " disgrace ".
Indeed, Alibaba slashed the price of its Tmall Genie speaker from RMB499 ($74) to RMB99 ($15) during Singles' Day 2017 to drive sales.
A2 was the sixth biggest cross-border brand sold on Alibaba during Singles Day.
What is Alibaba's Singles' Day sale? .
Alibaba kicked off this year's sales with a gala event that featured USA singer Mariah Carey, a Japanese Beyonce impersonator and a shoe-shopping-themed Cirque du Soleil performance.
Will Singles Day keep on growing?
It's expected to be the company's final November sale event with founder and chairman Jack Ma at the helm.
Alibaba Group chief executive Daniel Zhang said the record sales figures showed the strength of China's "consumption economy".
"Chinese consumers, especially the millennials, are incredibly confident about their futures, and that tends to enable spending, when you feel like you're going to make more next year than this year", said Jeffrey Towson, a professor of investment at Peking University Guanghua School of Management. Alibaba is also using the occasion to test the limits of its cloud computing, delivery, and payment capabilities, as well as try out new business endeavours that are uprooting traditional retailers.
Earlier this month it revised down its full-year sales outlook by 4-6 percent, sending further chills through the company's stock price, which has dropped roughly 16% this year after nearly doubling in 2017.
Wickremesinghe's finance minister Mangala Samaraweera described the parliament sacking as a desperate move by Sirisena. Under worldwide pressure Sirisena had agreed three times to lift the suspension but changed his mind each time.
Welbeck was available for sale in the summer, Arsenal had not offered him a new contract and likely are not planning to do so. The England worldwide was on the fringes of Emery's first-team squad so a contract extension is unlikely to be forthcoming.
Ratelband thinks his actual, real current age is limiting, especially when it comes to trying to find a date online. He says that with his youthful face and an age of 49, he would get more dates, possibly with younger women.
England laid traps and Sri Lanka's batsmen sometimes fell into them with such willingness, it was as if they were "school kids". England captain Joe Root (three) also had a deja vu moment when Herath dismissed him for the second time in the match.
Another nine loyalist fighters were reported killed by medics at a hospital in government-held Mokha, south of Hodeida . The US sees Saudi Arabia as a key ally, especially in terms of providing a counter to Iranian influence in the region.
This was how City wants to be viewed on the world stage: A team producing scintillating soccer on the field. Mourinho blamed the European competition for United's collapse in the blue half of Manchester.
Acosta, who also had a testy exchange with Trump during the same news conference, came to Ryan's defense on Twitter . Because the White House briefing room isn't the appropriate place to deliver commentary in the form of questions.
You look at the teams who are flying high, like Chelsea and Liverpool, so games involving them are important. Referee Viktor Kassai pointed to the spot, despite Sterling clearly tripping himself by kicking the ground.
An AT&T worker sifts through a friend's burned vehicle during the Camp fire in Paradise , California, US on November 10, 2018. A group of deers walk through properties destroyed by the the Camp Fire in Paradise, California, US on November 9, 2018.
About 4,800 migrants are sheltered in a sports complex in Mexico City, some 600 miles (965 kilometers) from the USA border. Claims have spiked in recent years, and there is a backlog of more than 800,000 cases pending in immigration court.
Chandler is in his 18th season after entering the National Basketball Association draft out of high school in 2001. Jimmy Butler added 24 for the Timberwolves, who lost their fourth straight and remain winless on the road.
Strong All Blacks side to face England on Saturday
It was the ideal start for England , who scored in the first two minutes after the All Blacks fluffed their lines at the kick-off. All Blacks coach Steve Hansen wasn't coy about his feelings on the matter, saying after the match he felt it was the right call.
Meg Ryan Is Engaged to John Mellencamp
They became a couple as his marriage to Elaine Irwin was ending, although it hasn't been without problems. After initially dating from 2011 through 2014, the couple rekindled their relationship previous year .
Zaman, Afridi fire as Pakistan bounce back in NZ series
At the end of 20 overs, New Zealand were 82 for 4 and finding it extremely hard to score freely against the slow bowlers. Afridi bowled intelligently upfront when he had free scoring Colin Munro (13) caught at mid-off in his first over.
PM 'must listen to other NI voices, not just DUP'
DUP leader Arlene Foster said May's letter "raises alarm bells for those who value the integrity of our precious Union ". He said the two sides were discussing how to avoid a hard border between Ireland and Northern Ireland.
Fatal stabbing in Melbourne 'linked to terrorism'
The police have also ruled out terrorism links. "I didn't know what was happening there was just so much chaos and screaming". Police shot the suspected attacker in the chest, leaving him in critical condition as he was taken to the hospital.
Google changes sex harassment policies after worker protests
Meredith Whittaker, one organizer of the protest and co-director of the AI Now Institute, congratulated everyone with a tweet. Google will also provide more details about sexual misconduct cases in internal reports available to all employees.