During the nine-day Spring Festival holiday in the Year of the Horse, consumer markets in Sichuan Province demonstrated robust vitality. From February 15 to 23, 2026, the deep integration of goods and service consumption, coupled with synergistic efforts from policy support and refreshed consumption scenarios, gave rise to numerous new trends.

The bustling Wu Zhao Tian Street in Guangyuan

New business formats and consumption scenarios continued to emerge, driving high foot traffic in urban commercial districts and distinctive consumption destinations. Across the province, the "Happy Shopping for the New Year" campaign intertwined cultural festive ambiance with immersive shopping experiences. In Chengdu, Kuanzhai Alley launched a themed event titled "China in Stories, Lanterns in Kuanzhai", blending digital technology with folk art through six courtyard lantern exhibitions and market parades. Tiexiangsi Water Street recreated the idyllic water-town scenery described in the ancient 'Shudu Fu' (Rhapsody on Shu Capital). Wuhou Temple and Dong'an Lake introduced immersive experiences combining "temple fairs + lantern festivals" and "ancient towns + intangible cultural heritage".

In Mianyang, Fucheng Wanda Plaza and Parkson attracted visitors with intangible cultural heritage-themed New Year celebrations and integrated "shopping + entertainment + folklore" offerings. Zigong leveraged its Colorful Lantern World to launch a New Year market. In Yanzhou District of Ziyang, vintage items and open-air cinema screenings evoked nostalgic memories of traditional festivities. Qingchuan County in Guangyuan innovatively introduced nature-based experiential products such as "Morning Whispers" and "Golden Snub-Nosed Monkey Patrol," which received enthusiastic responses. Data show that sales revenue from 411 monitored retail enterprises across the province reached RMB 2.78 billion, up 10.9% year-on-year; meanwhile, 120 new consumption scenarios drew over 56 million visitors and generated sales exceeding RMB 4.6 billion.

Crowds thronged the entrance of the Zigong Lantern Festival

Policies promoting trade-ins and lottery-linked invoices continued to stimulate consumer enthusiasm. As of February 22, the province recorded 1.181 million household appliance trade-ins, with subsidies totaling RMB 660 million and driving RMB 4.53 billion in consumption; 1.817 million new digital devices were purchased, supported by RMB 670 million in subsidies and generating RMB 5.44 billion in consumption; and 25,600 vehicles were traded in under the auto trade-in program, stimulating RMB 4.396 billion in spending. Chengdu implemented a QR code-based invoice upload system for lottery participation, allocating RMB 210 million in prize funds that attracted 1.139 million participants and spurred RMB 1.13 billion in consumption. Luzhou adopted a triple-reward mechanism, disbursing RMB 155 million in prizes and driving RMB 340 million in consumption. Targeted at returning rural migrants, the province organized over 170 exclusive promotional events and distributed "Shu Li Anyi · Hui Xiang Tuan Yuan" (Sichuan Comfort · Joyful Reunion) gift packages, offering cumulative discounts exceeding RMB 100 million. Many localities set up "New Year Supply Stations", where consumers could enjoy discounts by presenting tickets, receive agricultural product gift packs, or get half-price milk tea. The silver economy also gained attention, with sales of "Warm Filial Care Gift Packs" rising by over 40% year-on-year.

Visitors tour the Anyue Grottoes Digital Exhibition Center.

Technology further enriched the festive atmosphere, with AI-powered "local specialties" becoming a new favorite. As a sub-venue for the CCTV Spring Festival Gala, Yibin saw tourists visiting gala-themed sites and redeeming high-speed rail ticket stubs for consumption vouchers; smart glasses and panoramic cameras became hot-selling items. In Mianyang, Fantawild hosted drone light shows, while robot and robotic dog performances at the Two Bombs City scenic area drew significant crowds. Inbound tourism steadily rebounded, with Chengdu receiving 77,000 international visitors, a 47.2% year-on-year increase. Tourists from outside Sichuan spent RMB 31.088 billion within the province, up 14.05% year-on-year, with Guangdong, Zhejiang, and Jiangsu ranking as the top three source provinces by expenditure.

【本文部分内容由AI辅助生成，特此声明。The author(s) generated part of the content in this work with the assistance of artificial intelligence (AI), which is hereby declared.】