Spring Festival shopping shows new trend

As the country prepares for its longest-ever Spring Festival holiday, consumer priorities are shifting from symbolic spending toward emotional well-being, practical experiences and more personal expressions of tradition, according to a report by consultancy Mintel Group.

The report on Spring Festival consumption found that the nine-day holiday will continue to center on family reunions, but with growing emphasis on self-care, intergenerational relationship quality and modernized ways of celebrating.

Despite the festive atmosphere, 74 percent of respondents said they feel anxious about the Spring Festival holiday, with health-related concerns — including disrupted diets and sleep. Younger consumers increasingly view the holiday as a period for physical and mental adjustment rather than obligation-heavy socializing.

That mindset is fueling demand for convenience-oriented solutions, including pre-made meals and more flexible celebration formats such as smaller or even solo gatherings, said the report.

Cross-generational reunions remain mainstream, with nearly half of respondents planning to return to their hometowns. However, younger people are reshaping family interactions through creative and tech-enabled activities.

Mintel data show that consumers aged 18 to 29 are keen on using smart home devices, pet-related gifts and family games to encourage older family members to engage with modern Spring Festival customs. Social media-driven trends such as DIY family photos and AI-powered costume changes reflect a desire for co-created moments rather than one-way rituals.

Travel is another major growth area. The proportion of people traveling during Spring Festival has risen sharply compared with 2021, led by consumers aged 30 to 39.

Domestically, warm coastal destinations such as Sanya in Hainan province and Xiamen, Fujian province, and culturally rich cities including Xi'an of Shaanxi province and Quanzhou of Fujian are most popular. Overseas, Chinese-speaking or culturally familiar destinations — Hong Kong, Macao, South Korea and Southeast Asia — are preferred.

Gift-giving behavior is also evolving. Recipient preferences and health considerations have overtaken prestige as the top decision factors, while instant delivery and convenience are increasingly important, particularly among post-90s consumers. Membership-based supermarkets such as Sam's Club are gaining share, with their usage rising to 41 percent in 2025 from 28 percent a year earlier. Beauty and personal care products have emerged as popular last-minute gifts.

With Spring Festival now recognized as a UNESCO Intangible Cultural Heritage, traditional customs are becoming a fresh driver of the experience economy. More than 40 percent of high-income consumers expressed interest in activities such as temple fairs.

Brands, Mintel said, need to move beyond "prestige consumption" and focus instead on meaningful communication — offering solutions that combine emotional value with real-life scenarios such as travel, gifting and at-home experiences.

For example, the LEGO Group is expanding its Spring Festival product lineup in 2026 with new sets including the Galloping Horse Canvas and Fortune Master sets, both built around zodiac imagery and traditional festive customs.

"The depth of Chinese New Year culture lies not in the number of symbols, but in its continuity across history, its integration into daily life and the values it carries," said Maciek Selinski, head of LEGO China. "By grounding our strategy in China, we reinterpret traditional customs through LEGO bricks in ways that combine play value with emotional resonance and support our long-term growth."

Other consumer brands are following suit. Starbucks China has launched Spring Festival merchandise collections themed around vitality, progress and happiness, using color symbolism, zodiac imagery and festive motifs to convey new year blessings.

According to Gloria Gan, senior analyst at Mintel, Spring Festival consumption is "returning to its essence". Consumers, she said, are seeking both personal comfort and emotional boundaries, alongside genuine connections.

"Brands that can balance tradition and modernity — through scenario-based design, convenience and cultural resonance — will be best positioned to become trusted partners in consumers' holiday experiences."