2026年春节零售市场数据点评

Retail Performance - During the 2026 Spring Festival holiday, retail consumption demand showed signs of recovery, with a 9-day holiday arrangement supporting pre-holiday purchases and holiday consumption[2] - Key retail and catering enterprises reported an average daily sales increase of 10.6% in the first two days of the holiday compared to the previous year[4] - The average daily sales of key retail and catering enterprises during the entire holiday increased by 5.7% compared to the 2025 Spring Festival, accelerating by 1.6 percentage points[4] Consumer Behavior - Offline retail saw significant growth, with foot traffic and sales in monitored shopping districts increasing by 6.7% and 7.5% respectively compared to last year[5] - Jewelry, food, and clothing categories experienced high growth rates, with jewelry sales up by 33.4%, food by 23.0%, and clothing by 17.3%[6] - Instant retail orders surged, with platforms like JD's 7Fresh seeing a 102% increase in online orders year-on-year[5] Policy Support - The "Happy New Year" promotional activities and various consumption subsidy policies provided crucial support for retail demand recovery[7] - Approximately 20.5 billion yuan was allocated for local consumption promotion funds during the holiday, directly supporting consumer spending[8] - The "old-for-new" policy benefited 31.12 million people, generating sales of 207.03 billion yuan, with a 21.7% increase in sales of specific home appliances and digital products compared to the previous year[8] Future Outlook - The sustained improvement in the retail sector will depend on macroeconomic factors such as household income and employment expectations, as well as the continuation of fiscal consumption policies[9] - The retail industry is expected to continue its moderate recovery, supported by improved service capabilities and the penetration of new business models[9]