During the New Year holiday, a consumption model centered on instant gratification and self-reward ignited the holiday market. Data from the Taobao Flash Sales New Year shopping festival revealed that sales of multiple major New Year products hit record highs, with shoppers consuming over 75 million cherries.
Taobao Flash Sales data indicated that over the short holiday period, several popular festive items and major winter seasonal products sold out rapidly: over 75 million imported cherries were purchased, and sales of Dandong Red Face strawberries exceeded 10 million units. The Boston lobster, once considered an item only for special gatherings, has now become a regular choice for young people treating themselves, with live lobsters sold out across more than 100 stores nationwide. Meanwhile, milk, a staple of healthy living, reached sales of 1.2 million liters, while cola and beer, serving as the "mood setters" for holiday parties, each sold over 1.5 million liters.
Furthermore, from a consumption timing perspective, New Year shopping displayed distinct scenario-based and immediate characteristics. Data from the Taobao Flash Sales festival showed that during morning hours, consumers concentrated orders on aquatic products, seafood, and hot pot ingredients, corresponding to party preparation needs; from noon to evening, sales of gift flowers, snacks, and fruit climbed, meeting social and relaxation demands; late at night until the early morning, beer, fruit, and health supplements formed a "late-night healing trio," reflecting young people's pursuit of a balanced lifestyle that incorporates both enjoyment and wellness.
