Douyin’s Lifestyle Services reported a sharp rise in jewellery group-buying sales in China during the Qingming Festival from April 2 to 4, 2026.

Qingming, also known as Tomb-Sweeping Day, is a traditional Chinese holiday where families honour their ancestors, often combined with spring outings and short trips.

According to Douyin’s Lifestyle Services’ Qingming Festival spending report, spring holiday consumption extended beyond traditional outdoor activities such as sightseeing and flower viewing to include more dining, accommodation, retail and leisure experiences.

Douyin's Lifestyle Services is a local, consumption-focused platform within the Douyin app that connects users with offline merchants, covering dining, hotel and travel, and retail. “Group buying” refers to discounted deals offered on the platform that users can purchase individually and redeem offline, helping merchants drive foot traffic while offering consumers better value.

The report revealed that demand for seasonal shopping was strong, fuelled by a desire for a “fresh start.” This translated to robust growth across several retail categories, with jewellery group-buying sales surging 183 per cent year on year. Sales of apparel and footwear, beauty and personal care products, and shopping mall vouchers climbed by 110 per cent, 155 per cent and 106 per cent, respectively.

During the holiday period, several companies and organisations partnered with Douyin to launch spring-themed campaigns across multiple regions in China, helping to boost local consumption, Douyin added. Overall, Douyin’s group-buying sales recorded a 54 per cent year-on-year increase this year.

Demographic-wise, Gen Zs who were born after the year 2000 recorded the fastest growth, with quantity of purchasing orders rising over 107 per cent. This was followed by consumers aged 50 and above, with a 59 per cent uptick in orders. Meanwhile, consumers aged 24 to 40, who accounted for over 60 per cent of total purchasing orders, were still the main drivers of holiday spending.

Douyin said consumers are increasingly prioritising experience-driven spending, showing a willingness to pay for emotional value, cultural resonance and immersive experiences.