KEY INSIGHTS FROM THE TGM CHRISTMAS INSIGHTS REPORT 2024

Christmas in China: Consumer Habits Shaping the Festive Season

November 20, 2024

(Updated June 28, 2026)

Over the years, Christmas has found its way into China as a festive occasion celebrated with growing enthusiasm. For brands, it offers not only commercial potential but also an opportunity to foster deeper emotional ties with consumers.

Written by

Fion

Fion Lau was the voice behind TGM’s data stories, where raw numbers turn into vivid insights. With an approachable style, she brought consumer behavior to life, making trends are understandable and memorable.

Christmas in China, while not traditionally a public holiday, has steadily grown in popularity, reflecting the country’s openness to global cultural influences. Though it lacks the religious significance it holds in the West, the holiday has become a key occasion for gifting, social gatherings, and festive retail activity. As December approaches, malls are adorned with glittering lights, e-commerce platforms launch Christmas-themed sales, and consumers embark on their search for the perfect gifts. The TGM Global Christmas Insights 2024, covering data from 20 countries, provides a detailed look into how Chinese consumers approach this festive season.

The Last-Minute Rush: When Chinese Shoppers Buy

December marks the pinnacle of Christmas shopping in China, with the majority of purchases concentrated during this month. Interestingly, 24% of shoppers finalize their gift-buying in the final week before Christmas, underscoring a pronounced trend toward last-minute purchases.

This behavior is shaped by a combination of cultural norms and retail dynamics. Unlike in the West, where Christmas often involves large family gatherings and elaborate traditions, the holiday in China is primarily a social occasion centered around small, thoughtful gifts exchanged among friends, colleagues, and loved ones. This lighter cultural emphasis, coupled with a work calendar that often extends into late December, leaves little room for early shopping.

24% of shoppers finalize their gift-buying in the final week before Christmas

The retail landscape also plays a significant role. With major e-commerce events like Double 12 (December 12th) dominating the early part of the month, consumer attention is often directed toward these large-scale sales. By mid-December, attention shifts to time-sensitive promotions and exclusive discounts offered for Christmas, fueling a surge in last-minute buying.

Together, these dynamics underscore how Christmas shopping in China reflects both the unique timing of the holiday within the local calendar and the growing importance of strategic retail marketing.

Budget-Conscious Gifting: The Rise of Thoughtful Spending

Chinese shoppers this year lean towards practical spending. The majority are allocating small to mid-range budgets, with distinct variations across age groups.

Shoppers aged 18-29 are more inclined to spend between $100 and $249, while those aged 55-65 are most likely to spend under $99, favoring practicality and affordability

Shoppers aged 18-29 are more inclined to spend between $100 and $249, indicating a greater willingness among younger demographics to invest in high-quality, trendy gifts. On the other hand, those aged 55-65 are most likely to spend under $99, favoring practicality and affordability.

Gift choices in China this Christmas season also reflect a balance of practicality, quality, and evolving values. Topping the list are clothing, selected by 68% of shoppers, and food and beverage items, chosen by 63%. These categories underscore a preference for gifts that are versatile, functional, and suitable for recipients across different age groups.

>> See what’s driving holiday spending in the USA

Digital Shopping Leads the Way

China’s e-commerce giants have turned the online shopping experience into an art form, offering features such as virtual try-ons, AI-driven gift recommendations, and livestream shopping events hosted by influencers. These tools help replicate the tactile experience of in-store shopping, making online platforms a one-stop shop for convenience and discovery.

The country’s advanced e-commerce ecosystem continues to dominate the Christmas shopping landscape, with 41% of consumers planning to make the bulk of their purchases online while visiting brick-and-mortar stores for select items. Younger demographics are the primary drivers of this shift, drawn to the convenience, variety, and tailored recommendations that e-commerce platforms provide.

41% of consumers planning to make the bulk of their purchases online while visiting brick-and-mortar stores for select items

However, physical stores are not entirely out of the equation, particularly for consumers who value the immediacy or sensory engagement that in-person shopping provides. The TGM Global Christmas Insights 2024 report in China reveals that 28% of Chinese shoppers plan to combine online and offline channels for their Christmas purchases. This hybrid approach reflects the broader “phygital” trend in retail, where consumers increasingly expect seamless integration between digital and physical experiences. Retailers that successfully bridge these two worlds, offering consistent and complementary shopping experiences, are best positioned to meet the evolving expectations of Chinese Christmas shoppers.

>> Explore how UK shoppers approach the festive season

The Rise of Conscious Consumerism

Amid the hustle and bustle of the festive season, Chinese shoppers are increasingly guided by conscious consumerism. Product quality stands out as the most critical factor influencing buying decisions, with 31% of consumers citing it as their top priority. This focus on quality is especially strong among the 30-44 age group, where 37% place it above all other considerations, including price, which only 18% prioritize.

Budget-Conscious Gifting: The Rise of Thoughtful Spending

Additionally, this demographic is leading the charge in adopting sustainable consumer habits, with 19% identifying eco-friendliness as a key factor in their decisions. This dual focus on quality and sustainability reflects a broader global trend, where shoppers increasingly consider the environmental and ethical impact of their purchases alongside traditional concerns such as cost and utility.

Brands that emphasize their commitment to quality craftsmanship, durability, and sustainable practices are well-placed to resonate with this consumer base. By highlighting these attributes in their marketing and product positioning, businesses can build trust and loyalty, particularly among the influential 30-44 demographic.

Curious about holiday trends beyond China? Discover insights from over 20,000 consumers across 20 countries this season. Visit our global page, https://tgmresearch.com/global-christmas-insights-report-2024.html, for a complete view of consumer choices!

TABLE OF CONTENTS

Let’s Create Your Next Holiday Success Story!

Are you ready to dive deeper into festive consumer behavior? Explore our Omnibus solution for fast, budget-friendly festive data, or reach out today to kickstart your next project with TGM.

Start a New Project with Us!