Holiday spending signals shifting priorities

The Spring Festival holiday has concluded, but one of the clearest consumption signals is likely to endure: the holiday spending surge was defined less by lavish feasts and luxury gifts and more by a decisive pivot toward health and well-being.

Economists say the shift reflects deeper structural changes in household priorities and the evolution of China's consumption landscape.

During the holiday period, nutritional supplements, home medical devices and health-oriented services emerged as standout categories. Replacing the traditional holiday trio of tobacco, alcohol and tea, a "new three items" — green, smart, and health products — have taken center stage, signaling that wellness is moving from an optional lifestyle choice to a perceived necessity.

Retail shelves and e-commerce platforms alike have reflected the change.

At a Yonghui Superstores outlet in Beijing, organic grains, eco-raised pork and low-glycemic snacks occupied prime display space, as consumers increasingly chose health-oriented foods as holiday gifts.

The retailer expanded seasonal offerings to include organic produce, premium fresh foods and nourishment gift sets such as bird's nest porridge and fish maw products, prized in traditional Chinese dietary therapy and often chosen as practical gifts for elders.

Online platforms reported robust growth.

Meituan data showed orders for ejiao — a donkey-hide gelatin product used in traditional Chinese medicine — surged nearly fourfold month-on-month in February. Protein powder orders rose 118 percent and glucosamine supplements nearly 80 percent, while compound ejiao syrup and calcium-vitamin D tablets grew more than 50 percent, reflecting rising demand for physical strengthening and preventive care.

Gift-giving priorities are also evolving.

A survey by JD.com's Consumption and Industry Development Research Institute found 65.6 percent of consumers prioritized buying New Year goods for parents, with 77.2 percent choosing nutritional supplements. Meanwhile, 83.6 percent selected food gift boxes, with demand shifting toward low-sugar, low-fat and natural-ingredient options.

Health-focused technology has become another major holiday purchase. Many consumers are buying wearable health monitors, smart pill dispensers and continuous glucose monitoring devices from both domestic innovators as well as foreign medical tech giants such as Omron and Abbott, for aging parents.

"My parents are getting older, so this year I bought them a 'smart health kit' instead of traditional gifts," said Zhou Dan, a young professional working in Beijing. Her gift included a smart pill dispenser, a wristband with fall-alert and blood-oxygen monitoring capabilities, and a 24-hour continuous glucose monitor. "These devices sync data to my phone in real-time, giving me peace of mind while I work far from home," she added.

The survey by JD.com's institute showed 45.2 percent of shoppers looking for electronic gifts for elders chose health monitoring and chronic disease management devices.