Chinese Valentine's Day Spending Splits as Market Hits 100-Billion-Yuan Scale

During the Qixi Festival, consumer spending in the so-called romance economy showed a notable divergence. Spending choices varied significantly across consumer groups: demand intensified in certain sectors while other categories remained subdued. The overall market has reached a scale of 100 billion yuan, underscoring the traditional festival's sustained stimulus to consumption.

By segment, gift items, dining, and cultural tourism performed unevenly. Traditional gift categories such as flowers and jewelry saw concentrated demand, while experience-based spending, including short trips and themed dining, also captured a share. At the same time, some consumers turned more rational in their outlays, prioritizing value for money and actual needs.

The divergent trend in the Qixi spending market is closely tied to shifts in consumer demographics and evolving spending attitudes. Consumers of different ages and income levels exhibit diversified decision-making during the holiday, pushing the romance economy from single-product purchases toward integrated experiential consumption. The overall market has maintained steady growth, demonstrating the festival's continued spending vitality.