China’s 2025 Marketing Calendar: Key Shopping Dates and Trends for Brands

For Chinese consumers, Chinese New Year marks the real beginning of the year, shaping both personal and commercial planning. Here are the key cultural holidays and shopping festivals you need to know for your brand for engagement, sales, and long-term brand growth.

Key Marketing Dates and Strategies for 2025

February – The Peak of Holiday Spending

• Lunar New Year (Jan 29 – Feb 17) – The biggest shopping season in China, driving demand for personal care, home essentials, luxury, and gifts.

  • Marketing Tip: Use red-themed promotions, cultural symbols, limited-edition collections, and premium gifting options.

• Valentine’s Day (Feb 14) – Popular among Gen Z and Millennials, influencing sales of jewelry, cosmetics, fashion, and experiences.

  • Marketing Tip: Romantic-themed campaigns and special couple deals work well.

March – Celebrating Women and Spring Growth

• Women’s Day (Mar 8) – Recognized with events and shopping incentives, especially in fashion, beauty, and wellness.

  • Marketing Tip: Empowering campaigns and exclusive discounts targeted at female consumers.

May – Romance and Long Weekend Shopping

• Labor Day (May 1-3) – A popular time for travel, leisure, and work-related purchases.

  • Marketing Tip: Employee appreciation campaigns and promotions on travel or lifestyle products.

• 520 Valentine’s Day (May 20) – “520” sounds like “I love you” in Chinese, making it another romantic gifting occasion.

  • Marketing Tip: Target luxury, jewelry, fashion, and premium experiences with love-themed content.

June – Mid-Year Shopping Boom

• Dragon Boat Festival (May 31 – Jun 2) – A time for tradition and family gatherings, with a focus on food and cultural experiences.

  • Marketing Tip: Promotions featuring zongzi (sticky rice dumplings), interactive games, and traditional elements.

• 618 Shopping Festival (Jun 18) – China’s second-largest online shopping event, created by JD.com, attracting discounts across all sectors.

  • Marketing Tip: Use flash sales, exclusive deals, and collaborations with e-commerce platforms to drive conversions.

August – Romance Takes Center Stage

• Qixi Festival (Aug 29) – Also known as Chinese Valentine’s Day, celebrating love and romance.

  • Marketing Tip: Gift-focused campaigns on beauty, luxury, and experiences for couples.

October – Family, Unity, and National Pride

• Mid-Autumn Festival (Oct 1-8) – Centered around family reunions and mooncakes, often tied to premium gifting and food brands.

  • Marketing Tip: Family-centric promotions and seasonal gift sets work well.

• National Day (Oct 1-7) – A week-long holiday with a surge in travel and shopping, making it a prime time for sales.

  • Marketing Tip: Travel-related promotions, patriotic branding, and discounts on major purchases.

• Halloween (Oct 31) – Gaining popularity in Tier-1 and Tier-2 cities, especially among Gen Z and Millennials.

  • Marketing Tip: Leverage costumes, themed events, and limited-edition products for engagement.

November – The Biggest Shopping Month of the Year

• Double 11 (Nov 11, Singles’ Day) – China’s largest e-commerce shopping festival, surpassing Black Friday in sales.

  • Marketing Tip: Launch early campaigns, work with KOLs and influencers, and drive engagement through exclusive deals and gamified promotions.

• Black Friday (Nov 28) – Gaining traction in China, especially for international brands.

  • Marketing Tip: Highlight global shopping deals and emphasize authenticity and quality.

December – Holiday Shopping and Festive Spending

• Double 12 (Dec 12) – A follow-up shopping festival to Double 11, offering another opportunity for holiday promotions.

  • Marketing Tip: Encourage last-minute purchases and bundle deals to boost sales before the year ends.

• Christmas (Dec 25) – While not a traditional holiday, Christmas is widely celebrated in Tier-1 and Tier-2 cities, particularly among younger consumers and those who enjoy Western culture.

  • Marketing Tip: Use festive-themed promotions, limited-edition products, and holiday campaigns to attract Christmas shoppers.

January – New Year’s Promotions

• New Year’s Day (Jan 1) – While not a traditional festival, it’s widely observed, especially among younger generations.

  • Marketing Tip: Campaigns should reflect new beginnings, resolutions, and positive energy.