Fireworks light up the night sky during a holiday-themed performance at Chongqing Happy Valley. (Photo/Chongqing Happy Valley)
Officials attributed the uptick to a coordinated effort that successfully channeled demand into the peak travel and shopping season. Chongqing implemented interest subsidies on consumer loans and worked with financial institutions to issue 50 million yuan (approximately 7.2 million U.S. dollars) in consumption vouchers. The total value of discounts and subsidies offered during the holiday exceeded 2 billion yuan, all aimed at attracting shoppers to malls and boosting purchases.
In the city's main commercial districts, operators embraced experience-driven retail strategies to draw crowds. New product launches, fashion events, and themed streets were designed to create diverse shopping experiences beyond traditional discounts.
For example, shoppers flocked to a limited-time YSL Love Store pop-up, promoted as the brand's largest in China by floor area and its first stop in southwest China. Other events included an AI-generated New Year photo experience and interactive holiday activities. Sales across 20 major shopping districts in Chongqing’s central urban area grew by 6.5% from the previous year, data revealed.
Retailers in Chongqing’s Liangjiang New Area also rolled out Spring Festival promotions. JD Mall’s Chongqing Liangjiang store, Chongqing Century New Century Department Store, Sasseur Outlets and Suning offered discounts, prize draws and New Year goods fairs. The campaigns covered everything from home appliances and consumer electronics to apparel and gold jewelry.
Tencent teamed up with Chongqing’s intangible cultural heritage snack maker Chen Mahua and local creative brand Dong’er Xier to launch “WeChat Shop · Chongqing Gifts” nationwide, releasing 5,000 limited-edition “Chongqing · Li Ma You Li” New Year gift boxes.
Vipshop and Tmall opened New Year shopping festivals with major brands, while Kuaishou launched a promotion focused on consumer electronics. Taobao Instant Commerce rolled out Chongqing-themed on-demand campaigns, including “Chongqing Flavors, Delivered Now” and “Chongqing Picks, Buy Now.”
During the Spring Festival in Chongqing, shoppers queued at a limited-time YSL Love Store pop-up. (Photo/Chongqing Daily)
Big-ticket consumption also saw a boost as the city expanded trade-in incentives. With subsidies available for automobiles, home appliances, digital devices, and smart products, many residents used the extended holiday to upgrade their household electronics. Retailers and e-commerce platforms ran trade-in promotions, while authorities increased the availability of replacement subsidies and encouraged districts to keep sales events active throughout the holiday break.
