12 Important Shopping Festivals in China
Shopping festivals plays a vital role in China, showcasing the nation's vibrant consumer culture and the ever-changing retail landscape. While certain festivals have historical roots in traditional Chinese holidays, newer additions like Double 12 and 618 Shopping Festival have emerged with notable commercial significance especially driven by online marketplaces like Tmall and JD. Below follows a summary of 12 major official shopping festivals in China to keep track of.
January 22 (2023) – 春节 / Spring Festival (Chinese New Year)
February 14 – 情人节 / Valentine’s Day
March 8 – 国际妇女节 / International Women’s Day
May 20 – 520 五二零 (sounds like “I Love You”), a second unofficial Valentine’s Day
June 18 – 618 Mid-Year Shopping Festival
July 8-12 (2023) – 狂暑季 Hot Summer Campaign
August 22 (2023) – 七夕节/ Qixi Festival, China’s answer to Valentine’s Day
September 9 – 99划算节 / Good Deal Festival
September 29 (2023) – 中秋节/ Mid-Autumn Festival
October 1 – 国庆节/黄金周 / National Day and Golden Week
November 11 – 双11 / Double 11 or Single’s Day
December 12 – 双12 / Double 12 or Couple’s Day
January 22 (2023) – 春节 / Spring Festival (Chinese New Year)
Chinese New Year, the most revered traditional festival in China, holds immense significance for retailers as well. This festive period brings families together, fostering a sense of togetherness and celebration. It has become customary for individuals to engage in extensive shopping, seeking new clothes, festive decorations, and delectable food items to prepare for the auspicious occasion. Retailers and shopping platforms capitalize on this opportunity by offering enticing discounts and promotions, encouraging consumers to fully immerse themselves in the joyous spirit of the festival and indulge in cherished items.
February 14 – 情人节 / Valentine’s Day
Even though China has a couple of its own Valentine’s Days, the international version is highly celebrated. The celebration includes official shopping offerings on e-commerce platforms like Tmall and brands will launch themed Valentine’s marketing campaigns.
March 8 – 国际妇女节 / International Women’s Day
Women's Day in China is marked by a range of events and activities that celebrate women's accomplishments and promote gender equality. These include seminars, conferences, exhibitions, cultural performances, and campaigns advocating for women's rights and empowerment. Workplaces, schools, and organizations also hold gatherings or ceremonies to honour women and recognize their contributions.
In recent years, Women's Day in China has gained commercial importance. Businesses seize the opportunity by offering special promotions, discounts, and products tailored for female consumers. These marketing campaigns often emphasize empowering messages, self-care, and expressions of appreciation towards women.
May 20 – 520 五二零 (sounds like “I Love You”), a second unofficial Valentine’s Day
In Chinese, the numbers 520 sounds like “I Love You” and can be considered a second, unofficial, Valentine’s Day.
June 18 – 618 Mid-Year Shopping Festival
China's 618 Mid-Year Shopping Festival, also called the 618 Shopping Festival, is a prominent e-commerce event in China that has gained significant popularity in recent years. It is held annually for three weeks with start in the beginning of June.
Initially introduced by JD.com, a leading B2C e-commerce platform, to commemorate its founding on June 18th, 1998, the 618 Shopping Festival has evolved into a massive shopping extravaganza involving numerous retailers, brands, and e-commerce platforms.
July 8-12 (2023) – 狂暑季 / Hot Summer Campaign
Occurs in July and is a perfect opportunity for brands to sell out their spring and summer stock before pushing for autumn and winter collections.
August 22 (2023) – 七夕节 / Qixi Festival, China’s answer to Valentine’s Day
During the Qixi Festival, couples celebrate their love and express affection for one another. It has emerged as a popular occasion for couples to enjoy dates, exchange gifts, and create memorable moments together. Common romantic gestures include offering flowers, chocolates, and jewellery. Many couples delight in romantic dinners or partake in special events and activities. During this festival, brands will usually launch a capsule collection to celebrate the event.
September 9 – 99划算节 / Good Deal Festival
Started off as China's wine shopping festival as an annual event to promote wine consumption and raise awareness of the wine industry in China but nowadays includes all product categories on several e-commerce platforms.
September 29 (2023) – 中秋节 / Mid-Autumn Festival
The Mid-Autumn Festival, occurring on the 15th day of the eighth lunar month (usually in September or early October), brings people together to appreciate the full moon, savory mooncakes, and partake in cultural activities. While deeply rooted in culture and history, the festival has also become a commercial opportunity for businesses. Mooncakes, traditional pastries with sweet or savory fillings, take the spotlight. Companies and bakeries produce beautifully designed mooncakes, often with discounts and promotions. Lanterns, tea sets, pomelos, and themed decorations are also popular festive items. Some businesses may offer exclusive deals or limited-edition products for the festival.
October 1 – 国庆节/黄金周 / National Day and Golden Week
Golden Week is not only a travel occasion and shopping festival but also the celebration of China’s National Day on October 1st, commemorating the founding of the People's Republic of China in 1949. Held annually during the first week of October, Golden Week was introduced in 1999 to stimulate domestic tourism and boost the economy.
November 11 – 双11 / Double 11 or Single’s Day
Single’s Day, today a global retail phenomenon, has redefined the industry. Held on November 11th, it stands as the world's largest online shopping extravaganza. This event highlights the extraordinary purchasing power of Chinese consumers, with e-commerce giants offering unparalleled discounts, promotions, and exclusive deals.
December 12 – 双12 / Double 12 or Couple’s Day
Double 12, also known as Couple’s Day, is an annual shopping festival observed on December 12th. While it may not match the scale of the colossal Single’s Day shopping extravaganza, it serves as a smaller-scale version and gives consumers a new chance to make a good deal.