With the Year of the Horse just around the corner, Chinese consumers, now joined by the post-00s generation in the key cohorts, are busy with shopping and travel planning for the season. Merchants across sectors are keeping pace with the rising demand, unveiling creative holiday offerings to attract festive shoppers and travelers.

Zodiac-Themed Merchandise Galore on Taobao and Tmall

Since January, merchants on Taobao and Tmall have launched over 50,000 products inspired by the Year of the Horse, mirroring a sustained rise in related product searches, especially for zodiac-themed mascots, dolls and charms.

Consumer interest favors softer, rounder, and more playful designs, from plush toys to gold accessories. This trend is evident in POPMART’s sold-out “Have a Good Run” plush pendants and in Chow Tai Seng’s enamel Tang Horse series that surpassed RMB6 million in sales.

Pets have also been a focal point of celebration. Nearly 30 pet brands have launched zodiac-themed products this year, representing a 60% increase in new pet-related holiday items compared to last year. The holiday offers are catered for cats, dogs, hamsters, rabbits, and others.

For those seeking higher-end products or gift options, Tmall Luxury Pavilion has curated more than 10,000 new products, including limited-edition Year of the Horse-themed items. Spanning categories such as bracelets and timepieces, the lineup features products from nearly 200 global luxury brands, including Bulgari, Gucci, Prada, and Vacheron Constantin.

Post-00s Generation’s New Year Selections: Seafood, Wellness and Fun Gifts

On Tmall, the post-00s generation (born 2000-2009) is now one of the fastest-growing cohorts of New Year-themed consumption—accounting for over 30% of total sales, with their spending up 47% compared to last year’s festive shopping season.

• Elevating the New Year’s Eve dinner: Sales of seafood gift boxes among the post-00s generation jumped 51%, with nearly every individual seafood item posting strong growth.
• Health-conscious consumption: Health-focused foods such as turmeric powder, “Five-Red” and “Five-Black” mixes (with red ingredients like dates and goji berries, and black ingredients like sesame and beans), and ready-to-eat bird’s nest now join the post-00s generation’s traditional holiday treats.
• Gifting with humor: The post-00s generation approaches New Year gifting with self-care and fun. Prosperity-themed snack gift boxes are top sellers, with sales surging 90% compared to last year. Sales of IP co-branded and celebrity-endorsed collections have also increased over the past years.

Festival Preparations Made Easier with Quick Commerce

This year, Chinese consumers are increasingly turning to quick commerce for last-minute festive shopping, from flowers to decorate their homes to frozen beef rolls for a celebratory hotpot. Since the launch of its Spring Festival campaign in late December 2025, Taobao Instant Commerce has seen festive sales triple compared to last year, reflecting consumers’ growing desire for convenient options while upholding Chinese New Year traditions.

In addition to food, Taobao Instant Commerce is expanding its offerings to a wider range of sportswear and home appliances. New additions to the platform include Skechers’ 282 stores across 54 cities in the Chinese mainland, and around 50 home appliance brands that provide door-to-door delivery in as little as four hours.

Extended Spring Festival Holiday Fuels Travel Demand

With this year’s Spring Festival holiday set to be the longest ever in China, Fliggy’s data points to strong travel momentum. Bookings for flights and hotels with departures during the holiday window grew by 55% and 71%, respectively, compared to the last Spring Festival.

Travel experiences that blend cultural performances, folk customs, intangible cultural heritage, and cuisine are highly popular. Bookings for theme park hotels offering integrated stay-and-play experiences increased by 94%, and tourism services featuring folk performances and heritage craft workshops saw bookings grow by over 40%.

Demand for international travel is also on the rise, with bookings for popular destinations such as Türkiye, New Zealand, Australia, and Vietnam more than doubling compared to last Spring Festival.