Planning your China ecommerce calendar? You’ll want to keep this guide close.
In a market that never stands still, China’s retail rhythm is driven not just by traditional holidays but by a growing list of digitally-created shopping festivals—each one presenting a new opportunity to connect with consumers, drive conversion and boost brand relevance.
To help you prepare, we’ve mapped out all the essential dates you need to know, including the one that just passed, the 618 Shopping Festival. From cultural milestones to mega-sale moments and emerging events, these dates can shape your success when planning campaigns, product drops or seasonal storytelling.
Note: Preparation for these festivals must begin months in advance to ensure your supply chain and delivery operations are ready, especially as peak sales periods and livestream campaigns generate intense spikes in demand.
Here’s your cheat sheet for China's ecommerce calendar:
1. Chinese New Year 年货节 (January–February, dates vary)
China’s most important holiday and a peak moment for gifting and seasonal promotions. Expect surges in food, personal care, wellness and travel categories leading up to the break.
2. Lantern Festival 元宵节 (15th day of the Lunar New Year)
Celebrated with lantern displays, sweet rice balls (tangyuan 汤圆 or yuanxiao 元宵) and family gatherings. A smaller window for food and seasonal campaigns that mark as an extension of New Year festivities.
3. International Women’s Day 女王节 (8 March)
A rising opportunity for brands to connect with female consumers through curated offers, community-driven campaigns and thoughtful storytelling.
4. Internet Valentine’s Day 网络情人节 (20 & 21 May)
520 and 521 are phonetic puns for “I love you” in Mandarin—hugely popular among young couples and now also extend to the general public. A prime gifting moment for beauty, jewellery and lifestyle brands.
5. Dragon Boat Festival 端午节 (5th day of the 5th month of Chinese Lunar Calendar)
Usually falling in May or June, the Dragon Boat festival is a long weekend holiday centred on traditional values and food culture (hello zongzi!), offering great hooks for cultural and wellness storytelling.
6. 618 Shopping Festival 618购物节 (18 June)
Launched by JD.com in 2004 to celebrate its anniversary, 618 is now the second-largest ecommerce event after Singles’ Day. Expect early presales and intense price competition in most categories.
7. Qixi Festival 七夕节 (7th day of the 7th month of Chinese Lunar Calendar)
Known as China’s 'true' Valentine’s Day, Qixi is rooted in the annual meeting of Zhinv and Niulang in Chinese mythology. Ideal for campaigns centred on love, luxury and premium gifting.
8. 818 Ecommerce Holiday 818国际电商节 (18 August)
Originally launched by Suning in 2012, this event has evolved into a clearance and value-driven sales opportunity—especially for electronics and appliances.
9. Mid-Autumn Festival 中秋节 (15th day of the 8th month of Chinese Lunar Calendar)
Second only to Chinese New Year in cultural importance. A key time for family- and heritage-driven campaigns, mooncake gifting and corporate engagement.
10. Chongyang Festival 九九重阳节 (9th day of the 9th month of Chinese Lunar Calendar)
Also called Double Nine, this holiday honours the elderly and focuses on wellness and longevity. A niche moment, but meaningful for healthcare and heritage-led brands, espeically as China increasingly focuses on its silver economy.
11. National Day / Golden Week 国庆黄金周 (1 October)
A week-long public holiday celebrating the founding of modern China. Expect spikes in travel and consumption across retail, hospitality and leisure.
12. Singles’ Day 双十一购物节 (11 November)
The world’s largest shopping festival. Originally a tongue-in-cheek celebration for singles, now become a full-scale digital phenomenon with record-breaking sales, multi-platform competition and intense brand visibility.
13. Double 12 双十二购物节 (12 December)
Born out of the success of Singles' Day, Double 12 was initially aimed at supporting small and medium-sized enterprises (SMEs) but has grown into a major opportunity for year-end sales. Brands use this moment to clear stock and offer last-chance deals.
Need help planning your ecommerce strategy in China?
China’s ecommerce landscape is evolving fast—new shopping moments emerge yearly, and consumer behaviour shifts with each platform update.
At Hot Pot China, we’ve supported dozens of international brands in crafting winning ecommerce strategies, from campaign planning to TP management and store setup. If you’d like to discuss your ecommerce challenges or ambitions, book a free consultation today or email us at nihao@hotpotchina.com.
Images via various ecommerce platforms
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