Sep 8, 2022|

JD Releases 2022 Giftbox Consumption Trend Report


by Mengyang He

Ahead of China’s Mid-Autumn Festival, which falls on September 10 this year, recently released the “2022 Giftbox Consumption Trend Report,” revealing the overall consumption trend of giftboxes over the past three years from 2019 to 2021.

As’s omni-channel supermarket, JD Super has offered tens of thousands of giftboxes, ranging from fresh food, mother and baby products, alcoholic beverages, and more. According to the report, food and beverage giftboxes account for 80 percent, and the proportional growth rate of alcohol-related giftboxes is faster than any other category, topping 50 percent YOY.

Based on the report, the food and beverage category triumphs, reaching the No. 1 in transaction volume, followed by beauty and skincare, alcoholic beverages, fresh food, and home appliances.

Alcoholic beverages are the go-to giftboxes during China’s festival seasons, with the sales of baijiu giftboxes accounting for 75 percent of all alcohol-related giftboxes during last year’s Mid-Autumn Festival shopping season (August 26 to September 23, 2021).

During this year’s Mid-Autumn Festival, JD will provide over 30,000 varieties of baijiu giftboxes from 1,500 different brands, including those from the iconic baijiu manufacturers such as Moutai from Guizhou province and Wuliangye from Sichuan province.

The report also shows that female consumers purchased 2.6 giftboxes on average in 2021, marking 110 percent higher than their male counterparts.

Another observation drawn from the report is that most giftboxes were purchased by consumers aged from 36 to 45, with an average of 2.7 giftboxes each, and the most expensive ones were bought by consumers above 56 years old, with an average price of RMB 145 yuan.