Festive 2025 Performance
A shorter season means lower spending
Due to the shorter festive window, shoppers spent significantly less in 2025, with a drop of 15%. This shows that shoppers ended up buying less, instead of purchasing the same six months' worth of goods in just five months.
Shoppers also purchased significantly less volume, with a 13% decline for multimeasure, and a 16% drop for items. Multimeasure indicates the default measurement of a product, be it kilograms, litres, pieces etc., while items refers to the SKU pack itself.
That said, price dynamics differed during the period. As price per volume remained relatively flat at -1%, price per item rose slightly by 2%. This means that shoppers were paying more per item – indicating that they opted for value for money during the festive periods to achieve longer term savings. It can also be argued that some shoppers prioritised abundance, for the purpose of celebration.
A deeper dive into each individual festive period shows us that the same behaviour occurs in both. However, there were contrasting performances: CNY value sales grew by 3% year-on-year, while spending growth during Raya remained flat at 0%. This is due to shoppers buying more volume for CNY, but not Raya.
However, it is worth noting that volume for multimeasure performed better than volume for items. This means shoppers opted for bigger pack sizes to obtain more volume from the same pack, proving the theory that they were prioritising value for money or abundance for celebration.
