A SHOPPING boom is under way ahead of the Lunar New Year, with the 2024 Shenzhen Online Nianhuo Shopping Festival in full swing, Shenzhen Special Zone Daily reported yesterday.

Purchasing nianhuo, the special goods consumers buy as the Chinese New Year (CNY) approaches, is a traditional way for the Chinese people to celebrate the festive occasion.

In the initial phase of the online shopping festival, spanning from Jan. 18 to 31, participating businesses recorded total sales exceeding 3.5 billion yuan (US$486 million), reflecting an average increase of over 20% year on year, according to preliminary statistics from the city’s commerce bureau.

Sales across diverse categories such as food, clothing, snacks, fresh fruits, daily necessities, and household appliances continue to show robust growth, the data showed.

The online shopping festival, featuring five major CNY-themed activities, brings together over 40 key businesses, e-commerce platforms, and relevant trade associations, including Taobao and Tmall Group, JD.com, Eleme, Rainbow, Pagoda, China Resources Vanguard, Freshippo, Pupu Mall, and Suning.com.

The festival has achieved a growth in both foot traffic and sales. The Rainbow department store has seen a 20% increase in foot traffic after offering a wide variety of Chinese New Year’s goods to consumers and holding a Spring Festival fair.

E-commerce platform Suning.com has partnered with various brands to host diverse activities, resulting in an impressive 130% increase in overall sales.

The online nianhuo shopping festival will run until Feb. 17.

(Zhang Yu, Zhou Junshu)