Illustration: Chen Xia/GT
An online shopping campaign lasting more than six weeks for festive goods is set to kick off on Monday, ahead of the Spring Festival which falls on February 17. While such events are not uncommon in China’s mature digital retail market, the timing – at the start of 2026 and around the Spring Festival – places it at the intersection of household spending, e-commerce, and cross-border trade.
The shopping extravaganza also underscores a broader trend in which China’s consumer economy is becoming increasingly integrated with the global market through a spate of digital channels.
Cross-border e-commerce has been expanding rapidly. Chinese customs data show imports and exports through all those online channels reached 2.75 trillion yuan ($394.6 billion) in 2025, up 69.7 percent from 2020. Spending around the Chinese Spring Festival provides a natural point of reference for this momentum, highlighting emerging patterns in consumer behavior and cross-border demand.
Even with nearly a month to go before the Spring Festival, the shopping season is already taking shape across China. In recent years, new consumer trends have begun to emerge during this festive period.
Younger shoppers, for instance, are paying increasing attention not only to the traditional price-performance ratio of goods, but also to what might be described as their “emotional value” – the extent to which purchases satisfy personal sentiment, gift-giving conventions, or social expectations.
Lower-tier cities and county-level markets, which together account for about 70 percent of the population and roughly 60 percent of retail sales, are becoming a growing source of consumption growth. Taken together, the trends reflect the ongoing evolution of Spring Festival consumption in China, and the ways in which it is increasingly linked to international markets.
China’s Spring Festival season is defined by evolving consumer preferences. In recent years, it has opened up new opportunities for international suppliers, particularly in food, beverages, and seasonal gifts. For example, imported cherries have gained popularity among some Chinese consumers during the festival.
The connection between China’s Spring Festival shopping season and international markets stands to be further strengthened through cross-border e-commerce. These platforms are expanding the channels for international trade, offering new opportunities for small and medium-sized importers and exporters. By providing more direct access to a broader consumer base, cross-border e-commerce is unlocking new potential for global suppliers.
This opportunity will be mutually beneficial, supporting both imports and exports. By deepening e-commerce’s role in Spring Festival consumption, China can strengthen its ties with global markets. On the one hand, it will help increase exports of Chinese products, particularly those that have demonstrated their competitiveness in domestic holiday market. On the other hand, it provides new opportunities for foreign goods to reach Chinese consumers, expanding the variety of products available during the festival season.
As e-commerce continues to integrate with Spring Festival consumption, it is expected to drive further advancements in key infrastructure, including logistics, payment systems, and customs processes. The upcoming online shopping event, set to begin on Monday, along with accompanying promotional activities, provides a timely opportunity to accelerate the growth of cross-border e-commerce. This will likely enable a more seamless connection between China and international markets.
The launch ceremony of the 2026 online shopping event will take place on Monday in Lanzhou, Northwest China’s Gansu Province, with a series of activities scheduled to follow. Across the country, regions will host a variety of events designed to meet the diverse needs linked with the Spring Festival, including those related to dining, accommodation, travel, shopping, and entertainment, according to media reports.
As e-commerce continues to evolve alongside China’s consumption trends, cross-border trade stands to benefit from these developments. The integration of digital platforms with seasonal demand is creating new opportunities for international businesses to access the Chinese market. While this growth presents significant potential, it also requires companies to understand local preferences and adapt to an increasingly competitive and diverse retail landscape.
E-commerce provides a valuable perspective on the evolving dynamics of China’s Spring Festival economy. Together with other emerging trends, it underscores the ongoing development of Chinese consumption and the expanding international opportunities that these changes bring.
