August 22 is the 2023 Tanabata Festival. Qixi Festival symbolizes love and is the most romantic traditional Chinese festival. In the fast-paced work and life, the significance of festivals is to remind us to express our love with actions, and life also requires time and energy to operate with heart.

Recently, Jingdong consumption and Industrial Development Research Institute released "Tanabata consumption observation", observation shows:

* What people look forward to most on Tanabata Festival is to receive gifts prepared by their lovers and feel that they are cared for and valued. According to the Beijing insight survey, 55% of the respondents expect to "receive gifts" and 42% expect to "receive big red packets". The most important thing is to choose a gift, and what people expect most is a "not expensive but practical gift".

* The "mind-blind box" also produces some interesting information about the poor. According to Beijing Insight Research, 64% of women expect "gifts on Tanabata" and nearly 50% expect "surprises" and "romantic atmosphere", but 63% of men "often forget the holidays because of their busy life/work". 59% of women expect "the other party can give gifts to their hearts", but over 60% of men "don't know what to buy, afraid of being blamed for buying the wrong", "will buy gifts, but often buy wrong".

* From the perspective of pre-holiday consumption trends, sales of jewelry increased the highest month-on-month, while sales of jadeite and gold jewelry increased by 90% month-on-month. In the sub-category, sales of luxury bags, beauty gift boxes and gold bracelets, which are popular among women, increased by nearly 100 percent month-on-month.

* Among the Tanabata gift box products, cosmetics suit/gift boxes have the highest sales volume, accounting for 22%. Sales of sunglasses, European and American watches and necklace gift boxes increased by nearly 200 percent month-on-month, while sales of gold earrings and wallets increased by 140 percent and 86 percent month-on-month.

* Clothing is also an intimate gift for the holiday. In the new year, autumn and winter clothes are on the market. Among women's clothing, the sales of vests have increased by 16 times month-on-month, and the sales of trench coats have increased by nearly 4 times; among men's clothing, the sales of vests have increased by 558 month-on-month, and the sales of trench coats and suits have increased by more than 100 month-on-month.%.

* Sports equipment has also become a hot gift for Tanabata. Sales of ski helmets and elliptical machines increased more than 10 times month-on-month, while sales of urban bicycles, charge pants and elliptical machines all showed a high-fold growth trend.

* People of different ages also showed obvious differences in the choice of Tanabata gifts. Two weeks before the Qixi Festival, the post-00s have a higher consumption preference in baseball caps, skateboarding and other commodities, reflecting the youth and vitality of the younger generation; the post-90s have a higher consumption preference in overalls, cheongsam, woolen sweaters and other commodities, reflecting a very modern fashion style; the post-80s have a higher consumption preference in ruby/sapphire, diamond earrings, gold chains and other commodities. Silver-haired people are also very active in consumption two weeks before the Qixi Festival, and they have a higher consumption preference in gold bracelets, jade bracelets, messenger bags and other commodities.

1.Research: Over 60% of women expect "Tanabata gift", over 6into male"Forget the holidays"

Qixi Festival symbolizes love and romance. On this day, people will express their love by giving gifts, eating big meals and other activities. According to the survey, 39% of the post-00s expect to be "confessed or proposed" (TGI:161). Among the Tanabata confession gift boxes, 45% of the post-90s bought "confession" gifts. Single people also have a good holiday and experience the beautiful atmosphere of the festival. 27% of the post-80s said they would "eat a big meal or buy something they like" (TGI:112).

The Chinese Valentine's Day is coming, how do you expect to celebrate the festival? 55% of the respondents expect to "receive a gift", 42% expect to "receive a big red envelope", more than 30% of the respondents expect "a big meal" or "a short trip".

When preparing gifts for loved ones, people always find the other person's "mind-blind box" a little hard to guess. In response to the question "What kind of gift do you expect to receive on the Tanabata Festival?", 50% of the respondents expected "not expensive but practical gifts" and 31% expected“Beauty makeup gift boxes, flower gift boxes and other gifts with a sense of atmosphere and ceremony.",32% of the interviewees said that "gifts are not important, it is good to express their feelings".

There was once a popular song called "don't guess the girl's mind boy". people in love are embarrassed to express many thoughts, while the other party wants to guess but can't guess. In response to the question "How do you want the other party to prepare for the Tanabata Festival?", 46% of respondents hope that the other party "will not tell in advance, prepare a big surprise"; 45% of respondents hope that the other party "know what they want, the gift can be sent to the heart"; 41% of respondents hope that the other party to prepare "flowers, meals, etc. to create a romantic atmosphere".

The "mind-blind box" also produces some interesting information about the poor. According to Beijing Insight Research, 64% of women expect "gifts on Tanabata" and nearly 50% expect "surprises" and "romantic atmosphere", but 63% of men "often forget the holidays because of their busy life/work". 59% of women expect "the other party can give gifts to their hearts", but over 60% of men "don't know what to buy, afraid of being blamed for buying the wrong", "will buy gifts, but often buy wrong".

2.Luxury Bags,Beauty Gift BoxSales of gold bracelets increased by nearly 100%

Before the arrival of Tanabata, merchants have prepared many exquisite holiday gift boxes. Among them, the sales volume of cosmetic suits/gift boxes was the highest, accounting for 22%, followed by lipstick, perfume, men's belts and facial essence gift boxes. From the perspective of consumption growth, sales of sunglasses, European and American watches and necklace gift boxes increased by nearly 200 percent month-on-month, while sales of gold earrings and wallets increased by 140 percent and 86 percent month-on-month.

Many women like things that naturally have gift attributes. Sales of luxury bags, eye cream/eye cream and beauty gift boxes all increased by more than 110 percent month-on-month.

Among the large categories, sales of jewelry increased the highest month-on-month, while sales of jadeite and gold jewelry increased by 90% month-on-month. In the sub-category, sales of platinum bracelets/bracelets increased by 546 month-on-month, while sales of gold bracelets and jade bracelets increased by more than 170 month-on-month.

Clothing is also an intimate gift for the holiday. When the new year's autumn and winter clothes are on the market, many people use autumn and winter clothes as gifts for the Qixi Festival. Among women's clothing, sweater sales increased by 1 month-on-month.6double, windbreaker sales increased nearly 4 times month-on-month;58%, windbreaker, suit sales increased by more than 100%.

As people's enthusiasm for sports is getting higher and higher, sports equipment has become a hot gift for Tanabata. Sales of ski helmets and elliptical machines increased more than 10 times month-on-month, while sales of urban bicycles and stormclothes showed a high growth trend.

3.00Eevacuation campaign, 90EVACUATION STYLE, 80After sending jewelry, silver hair to send jade

People of different ages have different views on life and love, and there are obvious differences in the choice of Qixi gifts. Two weeks before the Qixi Festival, in comparison with the overall consumption of the whole station, the consumption preference of the post-00s in baseball caps, skateboarding and other commodities is higher, reflecting the youth and vitality of the younger generation; the post-90s in overwear, cheongsam, woolen sweaters and other commodities are higher, reflecting a very modern fashion style; the post-80s have higher consumption preference in ruby/sapphire, diamond earrings, gold chain and other commodities, more willing to choose jewelry goods as a gift of Tanabata Festival.

Note: Preference coefficient algorithm: different groups of each category preference/overall category preference -1, the larger the preference coefficient, the higher the group's consumption preference in that category.

The silver-hared people are also very active in their consumption before this Tanabata Festival. They have a high consumption preference in gold bracelets, jade bracelets, messenger bags and other commodities. Silver-hared people spend more on men's scarves/scarves and men's vests than the whole station before Tanabata. At the same time, silver-hared people's favorite hiking shoes, amber/beeswax and so on also sell well before Tanabata Festival.

Note: Preference coefficient algorithm: different groups of each category preference/overall category preference -1, the larger the preference coefficient, the higher the group's consumption preference in that category.