抖音春节数据：非遗市集团购销售额增长764%，鱼灯巡游增长超15倍

Core Insights - The 2026 Spring Festival saw a significant increase in various consumption categories driven by the "reunion and celebration" and "cultural tourism" trends, with notable growth in non-heritage experiences, dining, leisure, accommodation, and tourism [1][9] Consumption Trends - Offline consumption surged, with the number of businesses operating during the festival increasing by 33% year-on-year, and their sales rising by 65% [2] - Dining out became a popular choice for family gatherings, with family reunion meal packages for 3-6 people increasing by 61% year-on-year, and orders for New Year's Eve meal packages rising by 245% [4] - Local cuisine was particularly favored, with orders for regional dishes on New Year's Eve increasing by 343% [4][5] Accommodation and Leisure - The dual demand for returning home and traveling during the festival boosted hotel and accommodation consumption, with group purchases for hotels and inns increasing by 94% and 88% respectively [5] - Leisure and quality consumption also saw upgrades, with orders for foot massages, shopping vouchers, and cultural events rising over 60% [5] City Performance - Consumption in third-tier cities and below grew significantly, with group purchase sales increasing by 66% year-on-year, and notable growth in cities like Kaifeng and Yuncheng [7] - Major cities like Shanghai, Zhengzhou, and Beijing continued to lead in consumption power during the festival [8] Youth Engagement - The Z generation played a significant role in holiday spending, with their group purchase volume increasing by 65%, particularly in new experience categories like pet care and climbing [8] - Young consumers are balancing reunion and self-expression through their spending choices, leading to increased group purchases in hotels and wellness centers [8] Cultural Integration - The integration of traditional culture and modern tourism through the "non-heritage+" model saw a dramatic increase in sales, with group purchases for non-heritage markets rising by 764% [9] - Popular cultural experiences included immersive attractions and performances, with significant growth in sales for events like fish lantern parades and waist drum performances [9][11] Digital Engagement - The platform introduced interactive gifting activities during the festival, resulting in a 64% year-on-year increase in online gifting orders [11] - A 24/7 consumer support initiative was launched to enhance service reliability during the holiday, focusing on popular consumption scenarios [12]