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China is home to some of the largest shopping events in the world, and understanding these key holidays is essential for businesses that are targeting this vast market. 

These events are more than just sales — they are massive ecommerce festivals that drive consumer behavior, presenting significant opportunities for even SaaS, software, mobile game, and other digital product companies to  boost revenue.

Among these, Singles’ Day on November 11 stands out as the biggest. Often referred to as the “Black Friday” of China,  Singles’ Day eclipses Western shopping events in both scale and sales volume. (For more info, see FastSpring’s 2024 holiday spend report, where benchmarking data shows sales peaks in China for April and June, too.)

Singles’ Day is just one of many important dates on the Chinese shopping calendar. There’s a wide array of festivals throughout the entire year, each with its own focus and customer appeal.

Here’s a guide to China’s top shopping festivals for global sellers looking to engage Chinese consumers.

10 Key Shopping Holidays in China

January: Chinese New Year Sales

  • Timing: Varies (typically 1-2 weeks before Chinese New Year)
  • Focus: Festive shopping, gifts, and deals on a wide range of products.

March: 3.8 Women’s Day (38女王节)

  • Date: March 8
  • Focus: Discounts on fashion, beauty, and women’s products.

April: 418 Shopping Festival (418电商购物节)

  • Date: April 18
  • Focus: Electronics, home appliances, and general retail.

May: 5.20 I Love You Day (520告白日)

  • Date: May 20
  • Focus: Gifts, fashion, and romantic items (FYI: 520 sounds like “I love you” in Mandarin).

June: 618 Shopping Festival (618年中大促)

  • Date: June 18 (with deals starting in early June)
  • Focus: Large-scale promotions across all categories.

August: Qixi Festival (七夕节)

  • Timing: Varies (typically in August)
  • Focus: Romantic gifts, fashion, and beauty products.

September: 99 Wine Festival (99划算节/酒水节)

  • Date: September 9
  • Focus: Alcohol, beverages, and food-related promotions.

October: National Day Golden Week Sales (国庆黄金周)

  • Date: October 1-7
  • Focus: Travel, electronics, home goods, and general retail.

November: 11.11 Singles’ Day (双十一购物节)

  • Date: November 11
  • Focus: The largest shopping festival in China, covering all product categories.

December: 12.12 Double 12 Shopping Festival (双十二购物节)

  • Date: December 12
  • Focus: Year-end clearance, general discounts across all categories.

How FastSpring Can Help You Sell More Into Asia

For global merchants looking to tap into the Chinese market, aligning with these shopping holidays can be a game-changer for engaging with Chinese consumers on their preferred platforms. As ecommerce continues to dominate China’s retail landscape, understanding these holidays and adapting your promotions accordingly can help your business benefit from these online sales peaks.

FastSpring is a merchant of record that can help you easily localize and grow your business internationally. We provide an all-in-one payment platform for SaaS, software, video game, and other digital product businesses — including VAT and sales tax management, payment localization, and award-winning consumer support. 

Set up a demo or try it out for yourself.

Jay Jia
Jay Jia Author
Jay Jia is a Senior Account Executive at FastSpring. He has extensive experience in the payments industry, having led market expansion and strategic growth initiatives in global payment service providers (PSPs) and local payment methods across APAC.
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