Media Markt, a German company, promotes Singles' Day in their stores.[31] Belgian Mediamarkt also participates, but reactions have been negative since the 11th of November is the anniversary of the Armistice of 11 November 1918 that ended World War I, and the day is associated with somber commemoration of the war dead in Belgium.[32] In 2016, Swedish electronics retailer Elgiganten promoted a Singles Day campaign in Norway before implementing it in the other Nordic countries the following year.[33][34]