With the Chinese New Year holidays coming Feb. 4 to 10, Chinese consumers are already preparing for the most important holiday of the year with increased consumption spending as they shop, eat and travel. Despite reports of a slowing economy, holiday spending appears to remain strong this year.

Before the feasting and travel of the New Year, people go out to shop for holiday supplies (nianhuo)—most importantly, food. During the holiday shopping period, food and beverage is the number one sales category by volume on JD.com, according to data from the JD Big Data Research Institute, a China-based data services company that leverages data from JD.com’s platforms. Food and beverage leapfrogged the normal leaders of skincare, cosmetics, apparel, and childcare products. Smartphones, encouraged by holiday discounts, and new clothes followed during this year’s Spring Festival sales.

Both online and offline retail space are filled with Spring Festival promotions. China’s State Post Bureau has, as usual, required logistics companies to maintain normal operations and most have announced arrangements for the holiday period to ensure smooth delivery of products while much of the country is shut down.

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Deborah Weinswig

Deborah Weinswig is CEO and Founder of Coresight Research, a research and advisory firm that provides future-focused analysis and consulting on the intersection of retail, technology, and fashion. Deborah...