As Lunar New Year celebrations unfold across the Chinese mainland, evolving consumer patterns reveal a transformative phase in Asia’s largest economy. This year’s Spring Festival shopping trends highlight three key drivers reshaping holiday consumption: health-conscious choices, experiential purchases, and digital-first solutions.
From Prestige to Wellness
Traditional gift-giving rituals now prioritize well-being over ostentation. Mintel’s 2026 market analysis shows 68% of urban consumers opting for functional health products like low-glycemic festive foods and herbal-infused wines. This shift reflects growing health awareness among China’s 450 million middle-class households.
Experiences Over Possessions
Cultural immersion drives spending, with bookings for intangible experiences increasing 42% year-on-year. Popular choices include curated tours of UNESCO heritage sites and limited-edition equine-themed art collections commemorating the Year of the Horse. Travel packages to Southeast Asian destinations have seen 31% growth through platforms like Fliggy and Ctrip.
Tech-Enabled Convenience
JD.com’s AI-powered logistics network delivered over 15 million pre-made meal kits in the festival’s first week, while Meituan’s instant retail service facilitated 2.3 million same-day grocery orders. Cross-border e-commerce platforms report 89% surge in European dairy imports, enabled by streamlined cold-chain solutions.
Underlying Economic Shifts
With China’s urban Engel coefficient dropping to 29.3% in 2025, discretionary spending now dominates household budgets. Younger consumers particularly embrace "rational abundance" – balancing premium purchases with value-conscious digital platforms. This behavioral shift presents opportunities for businesses adapting to demand for personalized wellness solutions and hybrid physical-digital experiences.
