- Apr 29, 2021
- Chinese Consumers
JD Data: Labor Day Holiday Trends in China
by Ella Kidron
From May 1-5, offices and schools will take a five-day break for the International Labor Day holiday. JD Data (released on Apr. 29) indicates that if anything, the Qingming holiday in April was merely a warm up and that many people are ready to go out and play. A few trends worth noting are:
1. It’s family vacation time.
A reflection of increased confidence in the long-term stabilization of the COVID-19 situation in China, more families are preparing to take vacations. The number of individuals booking at least two hotel rooms increased 83% YOY while bookings for hotels near amusement parks increased 101% YOY.
2. Sun protection is a priority.
With places like Jiuzhai Valley National Park in Sichuan, Zhangjiajie in Hunan and Sanya in Hainan becoming the hot destinations for this year’s International Labor Day travel spree, it’s no surprise consumers are stocking up on sun protective gear. During the month of April, the number of sunhats and pairs of sunglasses sold increased 284% and 229% YOY respectively.
3. Flight and train tickets are flying off the shelves. “Say go, just go” mentality of traveling on a whim is apparent.
Many people are choosing to hop on planes or trains this holiday, with air tickets and train tickets up 5 times and 3 times YOY respectively. Furthermore, mystery boxes and other spontaneous travel packages are increasingly popular among young people and families.
4. Some people just want to relax at home.
Despite the flurry of activity around travel, the data indicates that some consumers are choosing to stay home and might even do some home upgrades over the holiday. Sixty-five-inch TVs as a proportion of total TV sales is up 48% YOY, and health conscious fresh ACs and sterilization ACs are up 200% and 171% YOY respectively.
Senior analyst at the JD Big Data Research Institute, Fei Lu, shared: “Family outings make up a much larger proportion of trips this International Labor Day holiday than last year. We’ve already seen the overall tourist population structure and consumption level recover and exceed 2019 levels.”