Summary of Key Points
Although this year’s Qixi Festival fell on a weekday in the middle of the week, various consumption sectors such as culture and tourism, performances, movies, and shopping were boosted through strategies like “off-peak celebrations (made up for on weekends)” and an emphasis on “experiential value and emotional significance.” Different customer groups (couples, families with children) chose different times and settings to celebrate the festival. A new trend of integrating cultural, commercial, and tourism activities—such as “performances + hotels + dining”—emerged, reflecting a shift where “experience outweighs formality” and gifts are more diverse in nature.
Detailed Analysis
1. Travel: Off-peak celebrations have become the norm, with experience taking precedence over formality
This year’s Qixi Festival was on a Wednesday, and over 30% of travelers scheduled their trips for the weekend (Saturday and Sunday) to avoid the hustle and bustle of weekdays. The focus of travel has shifted from simply “checking in” at popular spots for photos to having fun together. For example, couples prefer independent travel with flexible itineraries, and packages that include tickets to attractions plus hotel stays were very popular at places like Beijing Universal Studios and Shanghai Disney. Families with children also took advantage of the weekend to spend time together, accounting for more than 60% of weekend trips. On the actual day of Qixi (Wednesday), nearly 55% of travelers were couples or young couples seeking a romantic getaway. Cities like Beijing, Shanghai, Nanjing, and Guangzhou particularly valued combining travel with a sense of ceremony.
2. New trend in short-distance travel: “Micro-tours” that integrate performances, hotels, and dining
This year, “micro-tours” have become popular—no need to go far; instead, visitors combine watching performances, staying in hotels, and dining in one place. For instance, the Jinjiang Lisheng Hotel collaborated with the Shanghai Wenguang Performing Arts Group to offer a package that included a hotel stay, tickets to the musical “The Phantom of the Opera,” and access to local restaurants. This approach makes Qixi celebrations more convenient and promotes the integration of culture, commerce, and tourism.
3. Watching movies: Qixi day saw nearly 170 million yuan in box office revenue, continuing the summer film season’s momentum
Watching movies on Qixi was also a popular choice. As of 3:40 PM on August 19th, the box office had reached 169 million yuan, with the top three films being “Welcome to Dragon Restaurant,” “Empty Gun,” and “Odyssey.” The overall summer film season’s box office has exceeded 10.5 billion yuan, indicating that people are willing to spend time at the cinema during festivals to enjoy romantic experiences.
4. Shopping: Gift purchases dominate, with beauty products, gold, and blind boxes being particularly popular
Shopping on Qixi mainly focused on buying gifts. Data from VIP.com shows that gift-related products were very sold before the festival:
- Beauty products: Skincare sets, perfumes, and makeup kits saw the fastest sales growth, with even men’s skincare products (essences, sets) seeing an increase—men are increasingly paying attention to their appearance.
- Jewelry: Sales of pearls and gold jewelry increased rapidly, reflecting a continued preference for traditional romantic gifts.
- Novelty items: Blind boxes became a favorite among young people as a mysterious and exciting gift option.
Overall, this year’s Qixi Festival spending reflected a shift from focusing on the form of celebrations to emphasizing the company with loved ones and the enjoyment of the experience. Whether through off-peak travel, integrated cultural and commercial activities, or diverse gifts, the focus was on creating more meaningful and heartfelt moments during the festival.