In the lead-up to China's vibrant Spring Festival in 2026, the nation's consumer market is firing on all cylinders, with provinces like Shandong playing a pivotal role in driving domestic demand. As families prepare for reunions, travel, and festive purchases, innovative policies from East China's Shandong Province are setting the stage for a robust economic year ahead. This surge in spending, fueled by government initiatives and cultural traditions, underscores China's resilient recovery and optimism for sustained growth.
National Spring Festival Consumption Trends
The Spring Festival, marking the Lunar New Year's Eve on February 15, 2026, is more than a holiday—it's a consumption powerhouse. According to reports from the Global Times, enthusiasm for New Year goods, travel, and dining has skyrocketed. E-commerce giant JD.com noted a fourfold year-on-year increase in searches for festive items since its New Year Goods Festival launched on January 25. Popular buys include red apparel symbolizing good fortune, horse-themed ornaments for the Year of the Horse, and decorative 'fu' characters promising prosperity.
Offline markets are buzzing too. The 30th Old Beijing New Year Goods Fair in Chaoyang District drew crowds on February 8, where shoppers like Beijing resident Liu snapped up fruits, couplets, lanterns, and local specialties. 'It's like reliving childhood street fairs,' Liu shared, highlighting the nostalgic appeal that blends tradition with modern commerce.
Beyond Beijing, regional hotspots are thriving. In Guilin's citrus heartland in Guangxi, Lalamove reported a 48.5% surge in delivery orders from October to December, driven by demand for the fruit's symbolic abundance. Hot pot leader Haidilao is bracing for the rush, with over 1,000 stores open on New Year's Eve and 1,200 on Lunar New Year's Day to handle reunion dinner bookings, which are climbing rapidly.
Government support amplifies this momentum. The Ministry of Commerce (MOFCOM), alongside eight departments, unveiled a February 15-23 action plan promoting festive dining, home appliance discounts, transport expansions, cultural events, and cinema deals. These measures aim to unlock spending potential, enriching lives while stimulating markets.
Shandong's Strategic Push: Jining Leads with Car Subsidies
Amid this national fervor, Shandong Province emerges as a key innovator, leveraging its industrial prowess to supercharge consumption. Known for its manufacturing hubs, agricultural output, and coastal economy, Shandong contributes significantly to China's GDP. In 2025, the province's auto sector alone saw robust growth, and now it's channeling that into holiday incentives.
At the forefront is Jining City, a historic center in southwestern Shandong famed for its Confucian heritage. Recently, Jining introduced a groundbreaking car subsidy scheme calculated as a proportion of the new vehicle's selling price. This tailored approach—unlike flat-rate rebates—precisely addresses diverse buyer needs, from budget sedans to luxury SUVs. For instance, a mid-range family car might qualify for 5-10% off, making purchases more accessible during the festive season.
Why Jining's Model Matters
The policy's precision is a game-changer. Traditional subsidies often overlook price variations, leaving higher-end buyers underserved. Jining's proportional method ensures broader appeal, potentially injecting billions into the local auto market. Analysts estimate it could spark a 15-20% uptick in vehicle sales during the holiday period, aligning with national goals to revitalize manufacturing.
Shandong's broader context enhances this initiative. As a major auto producer—home to giants like FAW and Chery— the province benefits from integrated supply chains. Jining's subsidies not only boost immediate sales but also position Shandong as a leader in sustainable mobility, with incentives favoring electric vehicles (EVs). This ties into China's green agenda, where EV adoption surged 40% in 2025.
Local businesses are responding enthusiastically. Dealerships in Jining report inquiries doubling, with families eyeing upgrades for post-holiday road trips. One dealer noted, 'These subsidies make the dream of a new car feel achievable amid festive budgeting.' This ripple effect extends to ancillary sectors like insurance, maintenance, and even tourism, as new car owners plan Spring Festival drives to hometowns.
Broader Implications for Shandong and China's 2026 Economy
Zhang Yi, CEO of iiMedia Research Institute, praises the nationwide efforts as 'government-led, multi-party collaborations with full coverage.' In Shandong, this manifests through dual policy-activity drives, integrating e-commerce, street fairs, and tech platforms. The province's ports in Qingdao further amplify logistics, ensuring seamless goods flow for New Year demands.
Economically, Shandong's moves signal confidence. The province's 2025 GDP growth hit 6.2%, outpacing the national average, thanks to diversified sectors from beer brewing in Tsingtao to high-tech in Jinan. Spring Festival consumption could add another layer, with projections of 8-10% retail growth province-wide.
Nationally, this bodes well for 2026. Domestic demand, a cornerstone of China's dual-circulation strategy, faces headwinds from global uncertainties. Yet, festive spending—estimated at over 10 trillion yuan—demonstrates resilience. Policies like Jining's exemplify how localized innovation scales to national impact, fostering a 'strong festive atmosphere' as per experts.
Challenges remain, including supply chain strains and inflation pressures. However, Shandong's adaptive subsidies offer a blueprint: flexible, inclusive measures that empower consumers. As the holiday unfolds, watch for Shandong to not just participate but lead in turning cultural celebration into economic momentum.
Looking Ahead: A Festive Foundation for Growth
From crowded fairs to subsidized showrooms, China's Spring Festival 2026 is reshaping consumer landscapes. Shandong, through Jining's forward-thinking policies, exemplifies how tradition and innovation converge to propel progress. As fireworks light up the night, the real spark is in the economy—one purchase, one policy at a time—heralding a prosperous year ahead.
This consumption wave isn't fleeting; it's a launchpad. With domestic demand steering growth, 2026 promises stability and expansion, rooted in the joy of reunion and the savvy of strategic support.
