Chinese shoppers on Saturday spent billions of dollars in an annual online commercial extravaganza that was once meant as a celebration for lonely hearts.

The 24-hour shopping festival, which began at midnight, has broken its own record every year since being launched in 2009, with last year’s sales mark of $17.8 billion already exceeded by midday, according to the organizer, e-commerce giant Alibaba. That amount in 2016 surpassed the 2015 total by 32%.

The event, now indulged in by all consumers whether with or without a better half, takes pride of place in the calendar of manufacturers and retailers in the country, making up a significant share of annual orders for many businesses.

More: Tampax hopes China’s Singles’ Day will help women switch to tampons

With more than half of China’s 1.3 billion people being smartphone users, it is no surprise that more than 90% of orders were made by mobile, most of them on taobao.com, Alibaba’s main e-commerce platform. Just five minutes after midnight, Alipay, Alibaba’s online payment system, was already processing 256,000 transactions per second, double the highest rate recorded last year.

The volume of sales means that delivery people will be kept busy over the next six days carrying an estimated 1.5 billion parcels to their new owners. But some of their work this year will be taken over by robots, as China pushes ahead with its policy of increasingly automating menial tasks.

Huge waste production

Not all are enthusiastic about the massive consumer orgy, however, with environmentalists accusing Alibaba of promoting a culture of over-consumption that creates mountains of waste.

Greenpeace said “Singles Day” deliveries…