During this year's National Day holiday, Shanxi Province's consumer market showed strong supply and demand with numerous highlights. From continuously refreshed immersive cultural tourism experiences to the wave of trade-ins for home appliances and automobiles, from the popularity of first-store economies in urban commercial districts to the rising bustle of street-level dining, diverse business formats worked together to paint a vibrant picture of holiday consumption. Monitoring by the Provincial Department of Commerce showed that offline consumption across the province totaled 29.646 billion yuan, up 5.06% year-on-year; intra-provincial consumption reached 34.5544 million person-times with spending of 25.778 billion yuan; and out-of-province visitors to Shanxi accounted for 5.7947 million person-times with spending of 3.868 billion yuan.
Both Accommodation and Dining Thrive as Market Vitality Rises
During the holiday, accommodation and dining consumption across the province grew rapidly, driven jointly by reunion gatherings, cultural tourism trips, and sports events and performances. Datong's Fenglin Pavilion, known as a "museum where you can eat," attracted visitors from all directions with its richly decorated environment and authentic cuisine, with queuing for tables becoming the norm during peak dining hours. At 11 a.m. on October 2, Fenglin Pavilion inside Datong's ancient city was fully seated, with many out-of-town tourists pulling suitcases lining up early. Beijing tourist Zhao Xiao, who had just arrived in Datong with her mother, headed straight to the restaurant. "I did my research online and had to check in here for Datong's cuisine. I didn't expect that before noon, the two-person table queue was already dozens deep," Zhao Xiao said, noting that the lively atmosphere gave her a real sense of Datong's unique culinary appeal.
The National Day holiday saw wedding banquets become a major bright spot for local consumption growth. With pleasant autumn weather in October, concentrated release of wedding demand, and the wave of family reunions and returning home for the holiday, wedding banquet orders at major hotels and themed wedding venues across the province saw explosive growth. "Wedding banquet slots were fully booked a month before the holiday, and banquet sessions ran continuously throughout the holiday. We specially added kitchen staff and service teams to fully ensure banquet service quality," said the manager of a themed wedding hotel in Jincheng.
During this holiday, dining businesses across various regions launched holiday packages centered on National Day reunion banquets and harvest-themed feasts, while old-brand snack festivals and national-trend pop-up events enriched the in-store experience. According to monitoring, the province's dining industry recorded 7.0232 million consumer visits, up 11.14% year-on-year, with spending of 3.1 billion yuan, up 10.95% year-on-year. Meanwhile, accommodation businesses across the province launched "accommodation + dining + shopping" combination products targeting National Day travelers, sports event audiences, and concert-goers, with booking volumes continuing to rise. Hotels around Datong's ancient city saw significantly increased booking activity driven by strong cultural tourism momentum; homestays in scenic areas such as Luya Mountain in Xinzhou and Wangmangling in Lingchuan were fully booked; and hotels in Taiyuan flexibly adapted to holiday traffic, launching combination packages that precisely matched diverse needs including family trips, performances and sports events, and short getaways, continuously upgrading the accommodation consumption experience. According to monitoring, the province's accommodation industry recorded 4.6401 million consumer visits, up 11.91% year-on-year, with spending of 3.656 billion yuan, up 11.07% year-on-year.
Active Commercial District Consumption Demonstrates Agglomeration Effect
On the evening of October 5, Taiyuan's Laojunying Snack Street welcomed its busiest moment of the day. Shandong tourist Lin Yuan enjoyed freshly made snacks while queuing to order at another store. "After touring the city's sights, experiencing authentic local food at the snack street is the most anticipated part of the trip," he shared.
During the National Day holiday, provincial-level pedestrian streets and key commercial districts improved foot traffic and sales simultaneously through optimizing business layouts, supporting cultural tourism activities, and extending nighttime operating hours, further demonstrating the agglomeration effect. On Taiyuan's Zhonglou Street, national flags hung on century-old buildings, and at the bell tower bearing the "Fushi Hongsheng" plaque, constantly changing light shows created a brilliant display with a particularly strong festive atmosphere. At the Zhongshuge bookstore in Jinzhong's Infinite City Shopping Center, staggered bookshelves extended layer by layer under a mirrored dome, with books and cultural creative products fully visible amid flowing light and shadow. As a first store in Jinzhong, it has attracted large numbers of residents and tourists to browse books and take photos since opening on October 1. In Shuozhou, major shopping malls were decorated anew with festive atmospheres. Merchants launched National Day-themed promotional activities and convenience welfare packages, using rich promotional formats, diverse consumption offerings, and ample goods to encourage residents to visit commercial districts, relax, and enjoy the holiday. In Datong, Wanda Plaza held a "Mulan's Gifts · Fortress Meets Datong" themed carbohydrate market event, gathering various trendy snacks with supporting cultural performances, interactive experiences, and limited-time discounts, creating an immersive holiday consumption scene integrating dining, entertainment, and shopping that effectively gathered commercial district foot traffic.
Commercial districts are important carriers of urban commercial consumption. During the National Day holiday, commercial districts across Shanxi made multi-pronged efforts with distinctive features. Smart consumption and national-trend consumption were highly popular, with brands like JD MALL and Freshippo seeing continuous foot traffic, and experiential economies such as traditional-style markets and interactive performances being favored.
Coordinated Policies and Activities Promote Consumption Upgrading
During the National Day period, the province's commodity consumption market showed characteristics of strong support from essential livelihood needs and emerging vitality in consumption upgrading. High holiday popularity for family gatherings and short trips drove rapid increases in demand for fresh and ready-to-eat food purchases. Sales of grain, oil and food, tobacco and alcohol, and beverages grew 7.44%, 7.20%, and 9.40% year-on-year respectively; under various promotional activities and trade-in policies, consumption potential for home appliances and communication equipment continued to be released, with sales growing 6.88% and 17.39% year-on-year respectively; with rich holiday consumption scenarios, demand for quality consumption such as gold and silver jewelry and cosmetics was fully released, with sales of these two categories growing 4.52% and 5.67% year-on-year respectively, showing an obvious consumption upgrading trend.
"We deployed ten key tasks around commercial consumption promotion during the National Day holiday, coordinated the 15-minute convenient living service month, consumer goods trade-in, and automobile renewal consumption season series of activities, and issued dining service proposals encouraging enterprises to improve service quality and optimize consumption experiences," said a responsible person from the Provincial Department of Commerce.
Various regions closely followed holiday characteristics and launched diverse consumption promotion activities, further expanding consumption scenarios. Datong focused on four major areas of automobiles, home appliances, shopping malls, and dining. JD Electronics' first Datong store launched quadruple subsidies and continued implementing home appliance trade-in policies; Parkson's three stores created consumption scenes with "activities every day, highlights in every store," with supermarkets like Wanda and Hualin promoting simultaneously. Jinzhong's Pingyao Ancient City leveraged the cultural tourism heat brought by the 10th Pingyao International Film Festival, amplifying the "ancient city + light and shadow" IP effect, launching traditional-style photo shoots and intangible cultural heritage experiences, driving hot sales of specialty dining, film festival cultural creative products, and push-light lacquerware. Jincheng held the "Jinhui Car Purchase · Enjoy Golden Autumn" benefit car festival and the 26th Fengyun Auto Joint Exhibition, adopting a "physical offline exhibition + online livestream traffic" model, gathering 64 auto enterprises and over 50 mainstream auto brands, with cumulative vehicle orders exceeding 290 units, driving approximately 35 million yuan in automobile consumption.
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