As the country prepares to celebrate its longest Spring Festival holiday ever, there is a noticeable shift in how people choose to spend their money during this special time. According to a comprehensive report by the Mintel Group, modern shoppers are placing greater emphasis on activities that promote well-being, engage in practical and meaningful experiences, and allow them to express their unique interpretations of traditional celebrations.
随着全国迎来史上最长的春节假期，人们在这段特殊时期的消费方式也发生了明显变化。根据Mintel集团的一份综合报告，现代消费者更加重视促进身心健康的活动，参与实用且有意义的体验，并通过这些方式表达他们对传统节庆的独特理解。
⚡ 核心词汇
comprehensiveˌkɒmprɪˈhensɪvadj.全面的，综合的
emphasisˈemfəsɪsn.强调，重视
promoteprəˈmoʊtv.促进，提升
interpretationɪnˌtɜːrprɪˈteɪʃnn.解释，理解
The Spring Festival holiday extends over nine days, a period traditionally centered around family reunions, which continue to hold significant importance. Nevertheless, there is a growing awareness among individuals about the need to prioritize self-care, foster stronger bonds between generations, and explore innovative ways to mark the festivities. This evolving mindset reflects a broader cultural transformation where tradition is being adapted to accommodate contemporary values and lifestyles.
春节假期长达九天，传统上以家庭团聚为中心，家庭团聚依然具有重要意义。然而，越来越多的人开始意识到需要优先关注自我护理，加强代际间的情感纽带，并探索创新的庆祝方式。这种不断演变的心态反映了更广泛的文化转型，传统正在被调整以适应当代的价值观和生活方式。
?? 名师点拨 · 长难句解析
句子主干：The Spring Festival holiday extends over nine days —— 春节假期持续九天。定语从句：a period traditionally centered around family reunions 修饰holiday，说明这一假期传统上以家庭团聚为中心。状语从句：which continue to hold significant importance 指代family reunions，说明家庭团聚依然重要。转折连词：Nevertheless，表示转折，引出新的观点。主句结构：there is a growing awareness among individuals about the need to prioritize self-care, foster stronger bonds between generations, and explore innovative ways to mark the festivities. 说明人们对自我关怀、代际关系和创新庆祝方式的意识在增强。关键词：prioritize = 优先考虑；innovative = 创新的；mindset = 心态。整体含义：这句话表达了春节传统虽依旧重要，但现代人更加注重自我关怀和创新，体现文化的适应与转型。
Despite the festive atmosphere, a considerable number of people experience feelings of anxiety during the Spring Festival. Approximately 74 percent of those surveyed reported such concerns, with health-related issues like changes in diet and sleep patterns being commonly cited. Younger generations, in particular, view the holiday as an opportunity to rest and rejuvenate both physically and mentally, rather than feeling obligated to engage excessively in social duties. This shift underscores a desire for balance between celebration and personal well-being.
尽管节日气氛浓厚，仍有相当多的人在春节期间感到焦虑。约74%的受访者表达了类似担忧，常见的健康相关问题包括饮食和睡眠习惯的变化。尤其是年轻一代，更将假期视为身心休养的机会，而非被迫过度参与社交义务。这种转变强调了人们对庆祝和个人健康之间平衡的追求。
In response to these sentiments, many individuals are seeking simpler and more convenient options to ease the holiday’s pressures. The Mintel report highlights a trend toward purchasing pre-made meals and opting for smaller, sometimes even solo, celebrations. These flexible approaches help alleviate stress and allow participants to enjoy the holiday on their own terms, without the burden of elaborate preparations or extensive social commitments.
针对这些感受，许多人开始寻求更简单便捷的方式以减轻节日压力。Mintel报告指出，购买预制餐和选择规模较小、甚至单独庆祝的趋势正在兴起。这些灵活的方式有助于缓解压力，使参与者能够按自己的方式享受假期，而无需承担繁复的准备工作或过多的社交义务。
⚡ 核心词汇
pre-madepriː meɪdadj.预制的，预先制作的
alleviateəˈliːvieɪtv.缓解，减轻
extensiveɪkˈstensɪvadj.广泛的，大量的
commitmentskəˈmɪtməntsn.承诺，义务
While the majority of families still intend to gather in person, with nearly half of those surveyed planning to travel back to their hometowns, younger people are introducing fresh dynamics to traditional family gatherings. They are incorporating creative and technology-driven activities that resonate with all age groups. Data from Mintel reveals that individuals aged 18 to 29 are particularly inclined to use smart home gadgets, present pet-related gifts, and engage in family games. These activities serve as bridges that encourage older family members to participate in emerging Spring Festival customs.
尽管大多数家庭仍计划亲自团聚，近半数受访者打算返乡，但年轻人正为传统家庭聚会注入新活力。他们融入了富有创意且依托科技的活动，适合各年龄层参与。Mintel数据显示，18至29岁的人群尤其倾向于使用智能家居设备、赠送宠物相关礼物以及参与家庭游戏。这些活动成为连接桥梁，鼓励年长家庭成员参与新兴的春节习俗。
? 文化背景 · 文化背景
传统的春节家庭团聚是中国文化的重要组成部分，象征着亲情和团结。年轻一代通过引入智能家居设备、宠物礼物和家庭游戏，展现了现代技术与传统文化的融合，促进了代际交流和家庭互动。这种变化反映了春节庆祝方式的多样化和现代化趋势。
Social media trends further illustrate this cultural evolution. Practices such as creating DIY family photo albums or employing artificial intelligence for playful costume changes demonstrate a collective desire to craft shared memories that go beyond simply adhering to established rituals. These modern expressions highlight how the festival is being reimagined to foster genuine togetherness and enjoyment.
社交媒体趋势进一步展现了这一文化演变。诸如制作家庭DIY相册或利用人工智能进行趣味换装的做法，体现了人们共同创造超越传统仪式的共享记忆的愿望。这些现代表达方式凸显了节日如何被重新构想，以促进真诚的团聚和欢乐。
Travel during the Spring Festival is also gaining momentum, with more people venturing out compared to 2021, especially among the 30 to 39 age group. Popular destinations within China include warm coastal cities like Sanya in Hainan province and Xiamen in Fujian province, known for their pleasant climates and scenic beauty. Additionally, culturally rich cities such as Xi’an in Shaanxi province and Quanzhou in Fujian attract visitors interested in heritage and history. For international travel, destinations where Chinese language and culture are prevalent, including Hong Kong, Macao, South Korea, and various parts of Southeast Asia, remain favored choices.
春节期间的旅游也日益活跃，较2021年有更多人外出，尤其是30至39岁年龄段。中国境内受欢迎的目的地包括海南三亚和福建厦门等气候宜人、风景秀丽的沿海城市。此外，陕西西安和福建泉州等文化底蕴深厚的城市也吸引了对历史遗产感兴趣的游客。国际旅游方面，讲中文且文化相近的地区如香港、澳门、韩国及东南亚部分地区依然是热门选择。
The way people approach gift-giving during the Spring Festival is also undergoing transformation. Gift selection now prioritizes the recipient’s preferences and health considerations over merely purchasing expensive or prestigious items. Convenience and fast delivery have become crucial factors, particularly for shoppers born in the 1990s. Membership-based supermarkets like Sam’s Club have seen a significant rise in popularity, with usage increasing from 28 percent in 2024 to 41 percent in 2025. Beauty and personal care products have emerged as favored last-minute gifts, reflecting changing consumer priorities and lifestyles.
春节期间的送礼方式也在发生变化。礼物选择更加注重收礼者的喜好和健康因素，而非仅仅购买昂贵或有面子的物品。便利性和快速配送成为关键因素，尤其受到90后消费者的青睐。以山姆会员店为代表的会员制超市人气显著上升，使用率从2024年的28%增长至2025年的41%。美容和个人护理产品成为受欢迎的临时礼物，反映出消费者优先事项和生活方式的改变。
⚡ 核心词汇
prestigiouspreˈstɪdʒəsadj.有声望的，受尊敬的
conveniencekənˈviːniənsn.便利，方便
membership-basedˈmembərʃɪp beɪstadj.基于会员制的
prioritiespraɪˈɒrətizn.优先事项
With the Spring Festival’s recent recognition by UNESCO as an Intangible Cultural Heritage, traditional customs are experiencing a resurgence in significance within the growing experience economy. More than 40 percent of affluent consumers express interest in participating in activities such as temple fairs during the holiday period, signaling a renewed appreciation for cultural heritage alongside modern festivities.
随着春节被联合国教科文组织认定为非物质文化遗产，传统习俗在不断发展的体验经济中重新焕发出重要意义。超过40%的富裕消费者表示有兴趣在假期期间参加庙会等活动，这表明人们在现代庆典中重新珍视文化遗产。
? 文化背景 · 文化背景
联合国教科文组织（UNESCO）认定春节为非物质文化遗产，旨在保护和传承春节这一中华民族重要的传统节日。非物质文化遗产强调节日的文化价值和历史意义，促进公众对传统习俗的认知和参与。庙会作为春节的重要传统活动，融合了文化、娱乐和社区互动，体现了春节的文化深度。
Gloria Gan, a senior analyst at Mintel, succinctly captured this evolving consumer behavior by stating that spending during the Spring Festival is “returning to its essence.” She elaborated that today’s consumers seek personal comfort and well-defined emotional boundaries while simultaneously yearning for authentic connections with others. This nuanced understanding reflects a broader trend where the Spring Festival is both honoring its rich traditions and adapting to meet the emotional and practical needs of contemporary society.
Mintel高级分析师Gloria Gan简明扼要地总结了这一不断变化的消费者行为，称春节期间的消费“回归本质”。她进一步解释道，如今的消费者既追求个人舒适和明确的情感界限，同时又渴望与他人建立真实的联系。这种微妙的理解反映出春节在尊重丰厚传统的同时，也在不断调整以满足当代社会的情感和实际需求。
