Chinese New Year (Lunar New Year) has evolved into one of the most influential commercial periods worldwide, shaping consumer behavior well beyond its cultural origins. In 2025, more than two billion people participated globally, generating an estimated $1.5 trillion in consumer spending. China remained the primary driver of activity, while Southeast Asia played a growing role as a regional e commerce hub. During the eight-day holiday period, consumer-related industries saw double digit growth, with increases across goods, services, travel, and logistics.
Looking ahead to 2026, advertising investment is expected to continue rising. Global advertising spend is projected to exceed $1 trillion for the first time, with Asia Pacific accounting for roughly $376.4 billion, or about 5.4 percent year over year growth. China is forecast to grow even faster than the regional average. These trends matter for retailers because holiday periods such as Chinese New Year often influence annual marketing budgets and media planning decisions. Digital and data driven channels are expected to dominate, with algorithm driven advertising projected to represent the majority of total spend.
Consumer behavior around Chinese New Year increasingly reflects a blended shopping journey. Research and browsing often begin weeks in advance through digital channels, while in store purchases intensify closer to the holiday for food, gifts, and last-minute needs. Across Southeast Asia, a majority of shoppers report researching online before buying offline, highlighting the importance of integrated online and physical retail strategies.
Overall, Chinese New Year illustrates broader shifts in consumer expectations. Shoppers start earlier, move fluidly across channels, and respond to experiences that feel relevant and convenient. For retailers and brands, these patterns underscore the value of coordinated planning, consistent messaging, and thoughtful use of data to meet customers where they are throughout the shopping journey.
