Major Festivals in China and Their Impact on E-Commerce

China has several major festivals that influence e-commerce, culture, and travel. Some are traditional celebrations, while others are modern shopping events. Each plays a role in shaping consumer behavior and business trends.

E-Commerce Festivals

618 Shopping Festival (June 18)

JD.com started the 618 Shopping Festival to celebrate its anniversary. It has since grown into one of China’s biggest online shopping events, competing with Singles’ Day. Discounts and promotions begin in early June, with peak sales on June 18.

Singles’ Day (Double 11, November 11)

Alibaba launched Singles’ DayĀ  (Double 11) in 2009 as an anti-Valentine’s Day for singles. Now, it is the world’s largest online shopping festival, surpassing Black Friday and Cyber Monday. Heavy discounts run across platforms like Tmall, JD.com, and Pinduoduo, often starting weeks in advance.

520 Festival (May 20)

The date “520” sounds like “I love you” (ęˆ‘ēˆ±ä½ ) in Mandarin, making it an unofficial online Valentine’s Day. Many beauty and luxury brands offer discounts, making it an important sales event for gifting.

Traditional Chinese Festivals

Chinese New Year (Spring Festival)

Held between late January and mid-February, Chinese New Year is the most important holiday in China. Families reunite, exchange red envelopes (ēŗ¢åŒ…), and travel across the country. E-commerce sees a surge in pre-holiday shopping, with brands offering New Year-themed products.

Mid-Autumn Festival

Falling in September or October, this festival celebrates family reunions with mooncakes and lantern displays. Mooncake sales spike, and premium food and gift items see strong demand.

Dragon Boat Festival

Celebrated in June, this festival honors the poet Qu Yuan with dragon boat races and the eating of zongzi (sticky rice dumplings). Seasonal food and travel promotions drive consumer spending.

Qixi Festival (Chinese Valentine’s Day)

Observed in August, Qixi Festival is based on a Chinese love story. It is a major sales event for beauty, jewelry, and luxury brands, similar to the 520 Festival.

National Day (Golden Week)

China’s National Day on October 1 marks the founding of the People’s Republic of China in 1949. It leads to Golden Week, one of the busiest travel periods, with millions taking trips domestically and abroad.

Economic and Market Impact

These festivals play a key role in China’s economy. E-commerce platforms experience sales booms, and the travel industry benefits from increased domestic and international trips. Businesses leverage these events for promotions, making them crucial for marketing strategies.

Dan Taylor is an award-winning SEO consultant and digital marketing strategist based in the United Kingdom. He currently serves as the Head of Technical SEO at SALT.agency, a UK-based technical SEO specialist firm.