The planet’s biggest shopping day has come and gone, and Alibaba, the Chinese e-commerce behemoth, again showed the world how many mountains of stuff it could persuade people to buy in the 24 hours.

Monday was Nov. 11, known in China as Singles Day. This year, nearly $38.3 billion worth of merchandise was sold on Alibaba’s platforms that day by the company’s count, beating last year’s $30.8 billion and making Black Friday look, yet again, like a yard sale.

The eye-popping numbers, which Alibaba manages to make even more eye-popping year after year, reflect the changing times since the company invented the retail event a decade ago.