Holiday spending signals shifting priorities

Official figures underscore the trend. According to the Ministry of Commerce, on Feb 15 alone, sales of smart wearables on major e-commerce platforms surged by 130 percent year-on-year, while smart blood pressure and glucose monitors increased more than 60 percent.

BMC Medical, a Chinese respiratory health device maker, reported strong holiday demand. Liu Juan, a BMC brand manager, said sales of its core devices for sleep apnea and chronic obstructive pulmonary disease users rose more than 10 percent during the holiday, with some home ventilator models ranking first in their category on JD.com. Demand also increased for portable oxygen supply equipment among holiday travelers.

Liu said the surge is expected to be a long-term consumption upgrade rather than a seasonal spike.

"China has an estimated 176 million obstructive sleep apnea patients but a diagnosis and treatment rate below 2 percent, far lower than roughly 20 percent in the United States, indicating substantial growth potential," she said. "As health management shifts from passive treatment to proactive prevention, household penetration of respiratory devices and oxygen equipment is expected to rise."

Yi Huan, chief macroeconomic analyst at Huatai Securities, said government incentives and early disbursement of consumption subsidies helped sustain strong demand for smart medical wearables and other health-related products.

According to the Ministry of Commerce, by Feb 19, the 2026 consumer goods trade-in program had benefited 28.88 million people, driving 198 billion yuan ($28.7 billion) in total sales, proving that policy incentives are successfully translating into tangible market vitality.

Younger consumers remain the primary drivers of this structural change.

"I used to buy premium liquor or expensive cigarettes for my father, but this year I spent 2,000 yuan on a continuous glucose monitor and a premium physical exam package," said Li Xiaoxiao, a 28-year-old internet company employee in Beijing."Health is the most practical blessing I can give them."

Meituan data show per capita health spending rose across age groups, with consumers born after 1995 becoming a key force and those aged 30-35 accounting for nearly one-third of users. A 2024 survey by McKinsey & Company found 94 percent of Chinese consumers consider health a top priority, and 64 percent said they would maintain or increase health spending even if budgets tighten.

"We are witnessing a fundamental transition from passive medical treatment to proactive health management," said Jiang Zhao, an associate researcher at the Chinese Academy of International Trade and Economic Cooperation. "Consumers are no longer just buying a product; they are investing in a continuous health management solution."

Analysts say health consumption, together with green and smart spending, signals a broader shift toward quality-driven consumption aligned with rising expectations for quality of life. Increasingly, households are spending not simply for the holiday table, but for long-term well-being.

Tian Youzhong, secretary-general of the industrial innovation branch at the China Association for the Promotion of Industrial Development, said business innovation and efficient distribution networks are improving access to health-focused products and services.

"Enterprises should leverage artificial intelligence to upgrade smart health consumption, injecting new momentum into the economy," Tian added.

What emerged during the holiday is now viewed as part of a longer-term transformation. As prevention, nutrition and health monitoring become embedded in everyday life, health consumption is poised to remain a durable driver of China's consumption upgrade and an investment in human capital that supports long-term economic resilience.

lijing2009@chinadaily.com.cn