What's Inside

Spring Festival 2025, marking the start of the Chinese New Year, has officially come to an end. This year (the Year of the Snake), this major event in the Chinese calendar spanned January 29 (day 1 of the lunar calendar) to February 12.

How did consumers celebrate Lunar New Year and where did they direct their spending? We offer insights on retail trends, consumer preferences and market opportunities from the holiday.

Data in this research report include:

• China retail market size, 2020–2025E
• Sales by city tier and retailer type, 2025
• Domestic tourism revenue, total domestic tourist numbers and per capita domestic tourist spending during Chinese New Year, 2017–2025

Companies mentioned in this report include: Costco, DeepSeek, Disney, Lululemon Athletica, OpenAI, Jiajiayue, Renrenle, Unitree Robotics, Walmart

Other relevant research:

• Chinese New Year 2025: New Trends—Domestic Travel and Subsidy-Boosted Spending
• Key Festivals and Holidays for Promotional Campaigns in China in 2025: Calendar
• Retail 2025: China Retail Predictions
• The China Retail Sales Databank brings together retail sales data to help you understand the trajectory of retail in China. This Databank is updated monthly.