In Lianyungang, Jiangsu, reservations for the Chinese New Year's Eve dinner are highly sought after and difficult to secure; in Yiwu, Zhejiang, the "Horse Treading on Auspicious Clouds" guochao-style photo frames are flying off the shelves; in Guangzhou, Guangdong, festive flowers like butterfly orchids are experiencing a peak purchasing period. According to recent media reports, as the 2026 Spring Festival approaches, the festive atmosphere is intensifying across the country, with the consumer market booming with both active buying and selling and immense popularity. A strong start led by Spring Festival shopping is vividly showcasing the surging vitality and remarkable resilience of the Chinese economy.

As the saying goes, "Returning home in fine silks is not as good as a basket full of New Year goods." Preparing for the Spring Festival is not only the prelude to the Chinese New Year but also an indispensable ritualistic consumption. With the evolution of the times, today's shopping lists feature not only traditional items like chicken, duck, fish, meat, new clothes, and candies but also new products and services such as guochao cultural and creative items, intangible cultural heritage experiences, and atmosphere-enhancing goods. This not only adds to the joyous and lively festive spirit but also injects more vigorous vitality into the consumer market.

Judging from this year's Spring Festival shopping boom, the pursuit of New Year goods increasingly emphasizes satisfaction on a spiritual level, including emotional expression, quality of life, and cultural experiences. The hard-to-book New Year's Eve dinner embodies the sense of ritual and familial comfort of a family reunion; the "Horse Treading on Auspicious Clouds" guochao photo frame, with its intangible cultural heritage paper-cut design and Dunhuang-inspired color palette, wins consumer approval for its auspicious symbolism and cultural depth; the hot sales of festive flowers like butterfly orchids reflect people's admiration for vibrant vitality and home aesthetics. The evolving shopping list mirrors the changing nature of the festive spirit across eras and also indicates an improvement in people's consumption capacity and aesthetic taste.

The fervor of the "Spring Festival shopping economy" is inextricably linked to the continuous and in-depth innovation in product supply and consumption scenarios across various regions. "New Chinese-style" festive attire featuring the zodiac horse element, rural New Year's Eve feasts using fresh ingredients and brimming with local charm, and New Year markets offering both traditional delicacies and festive performances—these层出不穷的新commodities, services, and experiences are not merely an expansion of categories. Instead, they represent the supply side's profound insight into and proactive response to consumer demand, which has shifted from being "universal" to "precise" and from "functional" to "emotional."

Furthermore, the prosperity of the "Spring Festival shopping economy" is essentially a resonance between the supply side and the demand side—both parties collaboratively elevate the traditional holiday procurement into a unique consumption feast filled with lively atmosphere and ritualistic significance. This also vividly demonstrates that the potential and vitality of China's consumer market stem not only from its vast scale but also from an intrinsic drive to unlock new spaces and create new value.

As the first leg of consumption in the new year, the "Spring Festival shopping economy" has ignited the "first spark" for the 2026 consumer market. Whether it is people's aspirations for reunion and renewal, the robust release of consumption power, or the strong capability of Chinese manufacturing and service supply to accurately respond to the market while improving quality and efficiency—all of these factors fill us with confidence and anticipation for the coming year. It is believed that the continuous, meticulous efforts across regions to enhance quality and diversify scenarios will transform the short-term festive boom into long-term momentum for promoting consumption and stabilizing growth, thereby propelling the Chinese economy to a steady and dynamic start in the new year.