What Are the Key Shopping Holidays in China That Global Sellers Need to Know?

When European brands enter the Chinese market, the biggest challenge is not just language or culture—it’s the sales rhythm.

In Europe, the retail calendar is defined by Christmas, Easter, summer sales, and Black Friday. But in China, these moments hardly make a dent. Instead, there exists a completely different ecosystem of e-commerce festivals that drive consumer spending throughout the year.

Below are the most important sales moments in China and the consumer insights behind them:

January: Chinese New Year Sales

Chinese New Year (Lunar New Year) is the most important holiday in China—much like Christmas in Europe. In the weeks leading up to it, people buy new clothes, home items, and gifts for family and friends.

For brands, this is the perfect time to launch limited-edition packaging, festive collections, and loyalty campaigns. Categories like fashion, jewelry, beauty, and home décor see their highest sales in January and February.

March: Women’s Day (March 8)

While International Women’s Day is known in Europe, in China it has become a major e-commerce event celebrating female consumers.

Online platforms such as Tmall, JD, and REDnote (Xiaohongshu) run campaigns under names like “Queen’s Day” or “She Festival,” focusing on self-care and empowerment.

Tip: Position your brand message around independence, confidence, and beauty—it resonates deeply with Chinese women.

June: 618 Shopping Festival (June 18)

618 has grown into China’s second-largest shopping event after Double 11. It’s when consumers stock up or buy big-ticket items, making it essential for brands to participate.  

What brands should do:

• Start preparation at least a month in advance;

• Build pre-sale buzz through livestreams and influencer marketing;

• Ensure inventory and logistics are fully ready.

August: Qixi Festival (Chinese Valentine’s Day）

Celebrated on the seventh day of the lunar seventh month, Qixi is China’s original Valentine’s Day—often more emotionally resonant than February 14.

It’s a golden opportunity for jewelry, beauty, and fashion brands to launch romantic campaigns or limited couple collections.

Platforms like REDnote and Douyin (TikTok China) flood with love-themed posts and videos, giving brands an ideal storytelling space.

November: Double 11 (November 11)

In Europe, November 11 is remembered as Armistice Day—the end of World War I, a moment of reflection and remembrance. In China, however, the same date carries a completely different meaning: it’s “Singles’ Day,” the world’s largest online shopping festival.

What makes Double 11 unique is not only its volume but also the consumer psychology behind it—people treat it as the time to reward themselves and make long-planned purchases.

During this period, competition among brands is fierce and visibility becomes the key currency. Successful brands treat Double 11 as a multi-stage campaign, not just a one-day sale.

Winning strategy:

• Start early: Begin teaser campaigns and wish-list collections in September.

• Focus on engagement, not just discounts: Use livestreams, REDnote content, and membership programs to build anticipation.

• Highlight exclusivity: Limited editions or early-access privileges drive excitement and loyalty.

December: Double 12 Shopping Festival (December 12）

Double 12 serves as a smaller follow-up to Double 11, often used for end-of-year promotions or inventory clearance.

Meanwhile, Christmas is gaining popularity among younger Chinese consumers, especially in cities—becoming a moment for romantic gifting and lifestyle branding.

China’s promotional calendar runs on its own cultural logic and digital rhythm. For European brands, success means more than just translation—it requires synchronizing with China’s timeline and understanding what each sales moment truly means to consumers.

By aligning marketing, content, and logistics around these key festivals, brands can unlock lasting growth in one of the world’s most dynamic markets.