Chinese New Year spending and travel have rebounded in China, pointing to shifting consumer priorities. Experiences, technology, and sustainability categories are gaining traction, while policymakers push for consumption to support growth in the face of lingering economic headwinds.

This Chinese New Year (Spring Festival), retail sales grew at a faster rate than they did in 2025

The Spring Festival holiday period is an important event in China that potentially sets the tone for retail for the rest of the year. The country has faced serious economic challenges in recent years, including a slowdown in the property sector, tepid consumer spending, and rising international trade tensions. But the Chinese government has prioritized boosting domestic consumer spending during the holiday period to help drive the next wave of economic growth.

Chinese New Year 2026 lasted from February 14 to 23, an unusually long nine-day period that also included two weekends. Daily average retail sales during the festival grew 5.7% YoY, compared with 4.1% YoY growth last year, per the Ministry of Commerce (MOFCOM).