Recently, gold products such as "mobile gold stickers," which allow the purchase of 0.01 grams of gold for the price of a cup of coffee, gained popularity during the 2025 Spring Festival. These products emphasize emotional spending and lower the threshold for gold consumption. By 2026, the trend for such gold items has not only continued but also evolved further. Even brands that typically sell high-priced gold items have entered this niche market. The store manager of Tianzhong Gold's official flagship store mentioned that while continuing to sell investment gold coins, the store has also increased its offerings of small and micro-weight gold items intended for gifting purposes. These include 1-gram and 0.5-gram cultural gold bars, as well as 2-milligram and 10-milligram mobile stickers, catering to the preferences of younger consumers.

In recent visits to several branded gold stores, a First Financial reporter observed that many customers were purchasing gold jewelry, likely in anticipation of the upcoming Spring Festival. According to staff at stores such as Lao Miao Gold, Chow Tai Fook, Chow Sang Sang, and Luk Fook Jewelry, the price of gold jewelry, which had previously surged to over 1,700 yuan per gram, has recently dropped back to around 1,500 yuan. While still not inexpensive, the current price is relatively lower. To attract more consumers ahead of the holiday season, discount strategies have become essential.