By Jin Yuhan

With Chinese New Year just around the corner, Ningbo's shops and screens are filling with fresh takes on festive traditions, as horse-themed designs, digital gifts, and connection-driven purchases reshape how people prepare for the holiday. These shifts offer a snapshot of how holiday consumption is evolving in the Year of the Horse.

Festive Horse Designs Capture Holiday Shoppers

With less than a month to go until Chinese New Year, horse-themed products are making it onto the shelves of Ningbo's supermarkets and shopping centers, capturing consumer attention with a mix of tradition and novelty.

Buying new clothes ahead of the New Year is a long-standing habit, and major brands have embraced the Year of the Horse by weaving equine motifs into shoes and apparel. "Our new footwear series features horse-themed decorative elements, such as stylized heads and hooves. Some even incorporate horsehair," said Wang Bingxue, a sales assistant at Tianyi Square. Since launching on New Year's Day, sales of horse-themed garment have risen about 23% year-on-year.

Gold jewelry, another perennial favorite for pre-holiday shopping, is also seeing a surge in horse-themed designs. Shi Hong, manager of a mall jewelry store, said 5-gram gold bars and 1–to-2-gram gold notes adorned with horse motifs have become bestsellers for their auspicious symbolism and manageable size. "On one day, we sold 59 of the horse-themed gold notes. We're restocking urgently—around 200 more are expected this week," Shi added.

Local brands have also joined the trend, rolling out limited-edition Year of the Horse products that combine craftsmanship with playful, heartfelt design. "Young shoppers are increasingly willing to spend on products that spark joy, especially around Chinese New Year," said a store manager. "It's more than just shopping—it's a way to engage with culture."

Zodiac symbols are increasingly taking on modern significance, letting consumers express their individuality, connect with others, and enjoy a sense of personal meaning. The horse, in particular, represents diligence and auspiciousness, resonating with contemporary aspirations. Even niche items like the "sad horse" plushie have struck a chord, reflecting the market's appetite for products that speak to emotion as much as tradition.

Young Consumers Turn to Digital Gifts for the New Year

With just a few taps on his phone, Mr. Zhang booked and paid for a health checkup for his parents and sent a voice message in the family group chat: "I've booked this year's checkup for both of you. We'll go when the weather warms up." It's a small digital gesture, but one that carries big meaning.

As preventive health checkups become part of everyday life, many younger consumers are buying digital checkup vouchers as gifts for their parents, partners, and other loved ones. "More young people are arranging checkups for their parents. Some even accompany them," said Qian Xingjun, director of the Health Management Center at the First Affiliated Hospital of Ningbo University.

Fitness and wellness offerings are also gaining traction. Digital vouchers for gym memberships and fitness classes have become sought-after gifts. Many gyms in Ningbo now offer annual memberships under a thousand yuan, making them both affordable and thoughtful. "There's growing interest in group workouts and two-person classes. Personal training sessions are especially popular," said Coach Tu of a local gym.

Digital subscriptions for audiobooks, online learning, and podcasts are another popular category, especially for those keen on acquiring new knowledge. Some subscriptions can be shared between friends and family. "My friends and I share a membership since we have similar reading tastes. We can exchange booklists and recommendations; it's almost like having our own digital library," said a student at Zhejiang Wanli University.

In-game items also occupy a prominent place in the digital gifting landscape. Limited-edition skins and holiday packs for popular games have become trendy New Year gifts. Designed with Spring Festival motifs and zodiac elements, these virtual items let players express their individuality within gaming communities.

From health checkups to fitness experiences, from digital reading to gaming rewards, young consumers are increasingly turning to thoughtful, tech-driven gifts that blend practicality, entertainment, and social connection. Together, these emerging choices point to a broader evolution in holiday consumption, one shaped as much by changing lifestyles as by long-standing traditions.