Exploring the Trends and Reasons for Chinese Mainland Consumers' Extra Consumption of Western Festivals Take Christmas in Shanghai as an Example

Abstract

This study focuses on the consumption patterns of Chinese mainland consumers during Western festivals, using the Christmas shopping habits of Shanghai residents as a case study. The aim is to explore the impact of Western festivals on consumer spending trends and habits and identify the factors driving these changes. Drawing on a comprehensive review of relevant literature and employing a questionnaire analysis method, the findings reveal that some Shanghai consumers significantly increase their spending in comparison to everyday life during Western holidays, exemplified by Christmas. However, a considerable number of consumers choose to allocate minimal or no funds for expenditures during the holiday season, with no significant difference between the two groups. Consumers are more willing to allocate their funds towards cultural products, including holiday-related items. In the context of cultural exchange, the influence of new cultural elements and commercial marketing strategies play a crucial role in shaping the consumption trends associated with Christmas.