Chongqing — As temperatures rose during the Qingming Festival, or Tomb-Sweeping Day, Chongqing’s shopping districts filled with visitors drawn by indoor flower displays, seasonal fashion, outdoor gear and government-backed vouchers.
Reporters visiting major commercial areas in Liangjiang New Area, Jiulongpo District and Nan’an District found malls transforming into spring-themed destinations that combine retail with leisure and social experiences. Spring flower installations became popular photo spots, while sales of clothing and outdoor products surged, boosting holiday consumption.
At MixC Mall’s South Zone in Liangjiang New Area racks of pastel-colored spring apparel attracted steady crowds of shoppers.
Longhu Lijia Tianjie in Liangjiang New Area, Chongqing, where residents stroll and enjoy the shopping district. (Photo/Li Yuheng)
“Lightweight trench coats, knit cardigans, and denim jackets are the most popular, and many best-selling items are already sold out in certain sizes,” said a sales associate at a fast-fashion retailer. The associate added that sales of spring collections have been rising since mid-March, and with a holiday promotion offering 20% discounts, first-day revenue increased by nearly 30% compared with usual levels.
Outdoor gear also saw strong demand as warmer weather encouraged trips to nearby destinations such as Nanshan Mountain, Geleshan Mountain, and Zhaomushan Forest Park, boosting sales of windbreakers, hiking shoes, and backpacks.
At Sandship Outlets Chongqing, shopper Wang was selecting hiking shoes with his family ahead of a planned trip to Jinfo Mountain.
“I originally planned to buy just a pair of shoes, but with the strong discounts, I also bought a windproof jacket and a lightweight backpack. The total came to more than 2,000 yuan ($275), which was even cheaper than buying online,” Wang said.
According to the outlet operator, the mall launched a spring shopping campaign featuring discounts starting at 30% off outlet prices, along with additional promotions and daily flash sales. Some items in a fifth-floor clearance section were discounted by as much as 90%, while certain promotions offered savings of up to 3,799 yuan ($525).
Retailers also introduced immersive attractions to increase foot traffic. At Beicheng Paradise Walk, a 600-square-meter indoor flower display featuring cherry blossoms, rapeseed flowers and lavender drew large numbers of visitors to take photos.
“It’s a special trip just for photos. You don’t need to travel far — you can shop and take spring pictures at the same time,” said a visitor surnamed Li.
Other commercial districts adopted similar strategies. Starlight Times Square Nan’an District partnered with Nanshan Botanical Garden to create a cherry blossom-themed installation running through the end of April. The Ring·Garden City Mall in Liangjiang New Area opened its “Tree of Life” attraction, a four-story indoor forest experience that visitors can reserve through a mobile mini program.
Chongqing The Ring·Garden City Mall in Liangjiang New Area, where visitors watch small tropical fish swimming in aquariums. (Photo /Zhang Jinhui)
This year, the Qingming Festival coincided with spring break for primary and secondary school students, giving families more time to go out. Many chose to shop in the morning and take trips to suburban areas in the afternoon, extending both the duration and scope of consumption.
Local authorities supported spending by distributing vouchers for dining, retail, tourism, and fuel as part of a spring consumption campaign jointly organized with businesses, banks, and digital platforms.
“I got a 50-yuan discount on a 200-yuan dining bill and used it for lunch today. I also received fuel and supermarket vouchers — they’re very practical,” said a shopper surnamed Chen in the Guanyinqiao commercial district.
Li Ran, director of the Department of Applied Economics at Chongqing Technology and Business University, said a combination of retail experiences, promotions, and policy support drove the strong holiday consumption.
“Shopping environments attract visitors, vouchers encourage spending, and extended holidays increase consumption time,” Li said. “This not only boosts activity during the holiday but also helps sustain consumption momentum over a longer period.”
Chongqing’s spring retail surge reflects a broader shift in urban consumption patterns, where shopping is increasingly combined with leisure and social experiences. As seasonal promotions and policy support continue, the Qingming Festival is emerging not only as a traditional occasion but also as a driver of sustained economic activity.