According to a report by China Daily, online seafood sales linked to the Chinese Spring Festival (Lunar New Year) have surged by more than 270 percent, as residents in Shanghai increasingly turn to e-commerce platforms to purchase traditional “nianhuo” ahead of the Year of the Horse.
As the holiday approaches, families across Shanghai are stocking up on festive essentials — including food, clothing, decorations, and gifts — traditionally prepared in advance of the Spring Festival. However, instead of visiting physical stores, many consumers are opting for the convenience of home delivery through major online marketplaces.
China Daily
E-Commerce Platforms See Explosive Growth
Citing data from Taobao, China Daily reported that since the platform launched its nianhuo festival campaign from January 19 to 26, sales of holiday goods jumped 201 percent year-on-year.
At Freshippo, the grocery and fresh goods retail chain under Alibaba Group, demand has grown even more sharply. Sales of curated nianhuo gift boxes rose 467 percent week-on-week, while frozen durian boxes increased 226 percent and nut gift boxes climbed 168 percent.
FreshIppo by Alibaba
Traditional holiday foods and premium seafood are also in high demand. Orders for babaofan (rice pudding with eight savory ingredients) and two-piece salmon sashimi sets were among the most popular items.
Gift favorites such as fresh milk and imported fruit saw strong momentum as well. Sales of fresh milk surged 232 percent, while purchases of Chilean cherries rose by more than 228 percent, according to the report.
‘Light Cooking’ Reflects Changing Consumer Habits
Data from Taobao, as cited by China Daily, shows that the trend toward “light cooking” is gaining traction this year. Sales of ready-to-cook ingredients increased 259 percent, premium seafood jumped 271 percent, freshly prepared dishes rose 225 percent, and holiday-themed beverages climbed 250 percent.
Taobao sashimi salmon-->
Gao Chengyuan, President and CEO of Guangzhou TY Marketing, told China Daily that the shift toward online purchasing reflects broader changes in consumer attitudes.
“The increasing popularity of online purchasing channels reflects consumers’ pursuit of convenience,” said Gao Chengyuan. “New Year goods are no longer merely material items, but also representations of emotion and cultural heritage.”
He added that the trends of “light cooking” and “empty package travel” demonstrate the influence of modern lifestyles and signal growing maturity in China’s consumer market.
Businesses Encouraged to Strengthen Digital Presence
To better meet consumer demand, Gao Chengyuan suggested that merchants adapt to the rapid expansion of online channels by optimizing digital sales platforms and improving service quality.
He advised businesses to focus on high-quality gift box design and to expand offerings of ready-to-eat and instant foods that are easy to store and transport.
Tradition and Ritual Remain Important
Despite the rapid growth of online shopping, many consumers still value the in-store experience during the festive season.
“Online shopping offers lower prices and convenience, but shopping in brick-and-mortar supermarkets gives me a stronger festive atmosphere,” said Mo Cha, a 33-year-old office clerk in Shanghai, as quoted by China Daily. “It’s a ritual to walk around, buy things, and prepare for the holiday.”
As highlighted by China Daily, Shanghai’s Spring Festival shopping season demonstrates how traditional customs are increasingly merging with digital innovation — creating new opportunities for retailers while preserving the cultural spirit of the holiday.
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