2025-02-12-蚂蚁商业联盟-2025年春节零售消费观察报告_22页_1mb

2025 Chinese New Year Retail Sales Summary

Based on data from Ant Chain Alliance's 2025 Lunar New Year retail observation, sales and consumer behavior during the January 20-February 2 holiday period show a mix of increases and decreases. Overall sales growth was modest at 2.42% year-over-year, with a slight rise in gross margin (0.61%) and foot traffic (8.56%), but a decline in average basket size (-4.23%). About 40.76% of enterprises experienced sales stability or slight growth, while a quarter saw significant drops.

City-level analysis highlights better performance in lower-tier cities, where sales grew more robustly due to stronger festive atmospheres. Five-line cities stood out with higher average basket increases. Regionally, Central, South, and North-West areas saw the largest sales gains, while East and South-West had slight declines. Channel-wise, larger supermarkets outperformed smaller ones, with 6.28% and 7.01% sales increases for medium and large formats, respectively. Smaller formats saw steeper basket declines.

Daily sales peaked high, resembling the 2022 pattern, with the heaviest spending on the eve. Category-wise, key items like liquor, oil, and seasonings drove growth; specific products such as five-grain wine and soy sauce showed strong sales lifts. Private brands also performed well in certain categories.

This data provides insights into retail dynamics for future planning.

Key sources: Ant Chain Alliance data, covering 170+ enterprises and 9,000+ stores across 29 provinces. Note that data is anonymized for privacy and subject to standard disclaimers.