Core Viewpoint - The festive atmosphere in Xining is vibrant, with various "Year of the Horse" elements prominently displayed in markets and streets, indicating a strong pre-holiday consumer sentiment [1][5]. Group 1: Market Trends - The small commodity wholesale market in Xining has a dedicated area for New Year goods, featuring popular items such as plush horse decorations and auspicious "Horse Year" couplets, with sales reportedly reaching around 100 items per day for certain products [1]. - Consumers are actively purchasing traditional decorations and unique items, such as a small horse piggy bank, reflecting a desire for festive spirit and cultural significance [1][3]. Group 2: Creative Offerings - Local creative shops are showcasing original designs that incorporate horse motifs, appealing to both locals and tourists as unique gifts, with items like horse-themed fridge magnets and bookmarks gaining popularity [4]. - Beverage shops are enhancing the festive experience with creatively designed drinks and packaging, featuring horse-themed decorations and names, which are attracting customers looking for both aesthetic appeal and festive cheer [4][5]. Group 3: Consumer Engagement - The presence of large, eye-catching displays, such as a giant "One Horse Ahead" lightbox in the city center, serves as a popular photo spot, encouraging social media sharing among visitors [3]. - The integration of horse elements in food and drink offerings, such as latte art and themed packaging, is driving foot traffic and enhancing the overall festive shopping experience [5].