Fortune magnets, phone cases among popular buys made by young people

Fridge magnets featuring the God of Wealth, cellphone cases with messages of good luck and good fortune, and red envelopes themed after the Year of the Dragon are among the most popular buys made for Spring Festival by young people in China, according to a leading direct-to-consumer online platform.

In January, the number of searches for such products made by young people on the Taogongchang online platform increased over threefold year-on-year, the company said, adding that most buyers preferred portable and durable products, which were also good value for money and reflected their heartfelt sentiments.

While young people have tried to be practical and innovative when drafting their Spring Festival shopping lists, they didn’t leave out the essentials such as couplets and socks and underwear in red for people who were born in the Year of the Dragon, the company said.

According to a lifestyle market survey on trends during Spring Festival, young people in China are playing a greater role as decision-makers this year.

About 83 percent of the respondents, ages 18 to 35 years, consider themselves or their partners to be primary planners for the festival, according to the survey report jointly published in January by market research institute Kantar Worldpanel China and lifestyle-focused social media platform Xiaohongshu.

The survey found that hot commodities during Spring Festival this year include clothes, accessories, snacks, alcoholic and nonalcoholic beverages, and fresh produce. Also, compared with Spring Festival last year, 68 percent of the respondents said they plan to increase their spending on the holiday this year.

On social media platforms, young people are exploring ideas for a joyful holiday, including indulging in culinary delights, sharing local specialties, experiencing diverse cuisines, checking out outdoor markets or galas, and taking part in banquets and other activities, the report added.