Chinese consumers ushered in the Spring Festival holiday with robust spending across retail, dining, and domestic travel, providing an early-year lift to the country’s consumption sector, official data showed.
In the first four days of the holiday, which began on Feb. 15 and runs for nine days, average daily sales at major retail and catering businesses rose 8.6 percent from the same period a year earlier, according to the Ministry of Commerce. Foot traffic and revenue at 78 key shopping streets and districts climbed 4.5 percent and 4.8 percent, respectively, in the first three days of the celebrations.
The surge blended traditional purchases with new consumer habits. Online platforms reported brisk demand for smart devices, with sales of wearable gadgets up 19.7 percent year-on-year. Smart glasses more than doubled in sales, while smart blood glucose monitors increased nearly 50 percent, reflecting growing interest in health and technology products.
Services spending also contributed to the consumption wave. Domestic tourism consumption rose 4.5 percent year-on-year in the first three days, including a 26 percent jump in car rental bookings, underscoring the holiday’s role as a peak travel period. In Hainan, the southern island province known for its duty-free shopping, sales reached 970 million yuan (approximately 140 million U.S. dollars) in the first four days, up 15.8 percent from a year ago.
A nationwide consumer goods trade-in program further stimulated demand. By Feb. 18, nearly 28.44 million consumers had received subsidies to replace old products with new ones, generating nearly 196.39 billion yuan in sales. Auto trade-ins accounted for about half of this figure, with vehicle-related transactions reaching 100.23 billion yuan.
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Authorities have actively supported the consumption surge with policy measures. Local governments and businesses were encouraged to coordinate promotional events with incentives such as shopping vouchers, digital payment improvements, and enhanced retail services for visitors.
“The combination of festive tradition, government support, and emerging consumer trends is creating a strong foundation for growth in early 2026,” the Ministry of Commerce said in a statement.
The Spring Festival, China’s most important annual holiday, is traditionally a time of family reunions, gift-giving, and extensive travel. The holiday has become a key barometer of domestic economic health, as consumer spending is a major driver of China’s growth strategy. In recent years, the government has promoted policies to stimulate consumption, including trade-in schemes, duty-free shopping, and incentives for tourism and local services.
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The growth of e-commerce and digital payments has also transformed spending patterns. Consumers increasingly purchase high-tech products, luxury items, and services online, complementing traditional in-person retail and catering activities. Analysts say that observing consumer trends during the Spring Festival provides early insight into the health of household demand and the broader economy.
“While the numbers are encouraging, sustaining momentum will depend on continued income growth, consumer confidence, and policy support,” said an economist at a Beijing-based research institute. “The holiday spending boom is an important signal for both businesses and policymakers about the resilience of domestic consumption.”
As China navigates a global economic slowdown and shifting external demand, early indicators from domestic consumption suggest households remain willing to spend, blending cultural traditions with modern purchasing habits. Retailers, online platforms, and service providers are expected to monitor trends closely over the remainder of the holiday, which concludes on Feb. 23, to assess the outlook for the first quarter of the year.
