Wednesday, March 18th -
Lunar New Year shopping behavior is shaped by a set of consistent cultural signals that influence how consumers discover, evaluate, and purchase products during the holiday period. In 2026, Dealmoon activated a global campaign designed to connect brands with a culturally engaged audience through content, commerce, and community.
Across digital platforms and international activations, the campaign combined merchant partnerships, curated shopping experiences, and culturally relevant storytelling to drive meaningful engagement and commercial performance.
The result was a campaign that delivered measurable growth across multiple dimensions, including revenue, merchant participation, and consumer spending behavior.
The 2026 campaign demonstrated a meaningful shift in purchasing behavior during the Lunar New Year period.
Overall GMV increased 11.63% year over year, supported by both higher order values and increased order volume. Average order value rose 7%, while total orders grew 4.32%, indicating that consumers were not only purchasing but spending more per transaction.
Lunar New Year continues to serve as a premium shopping moment for Dealmoon’s audience. Many purchases were tied to gifting traditions, beauty replenishment, and luxury product launches, all of which typically drive higher basket sizes and stronger conversion.
Merchant engagement reached new levels during the 2026 campaign.
Participating brands increased 41.97% year over year, while exclusive promotions grew 265.42%. The expansion of merchant participation created a broader selection of seasonal offers, strengthening the campaign’s overall marketplace experience.
Exclusive promotions played an especially important role in driving engagement. Limited time deals tied to the Lunar New Year moment generated strong consumer interest and helped brands stand out during a competitive seasonal period.
Consumer demand during the campaign was heavily concentrated in a few key verticals.
Beauty dominated Lunar New Year purchasing behavior, accounting for 45.12% of total GMV. Department store retailers represented 19.75%, while sports and outdoor products accounted for 9.73%.
The strength of beauty reflects longstanding Lunar New Year traditions centered around self renewal, gifting, and premium skincare purchases. Luxury beauty brands were particularly well positioned to benefit from these seasonal buying patterns.
Several merchants played a significant role in driving overall campaign performance.
Luxury beauty brands and major marketplaces captured strong consumer demand during the Lunar New Year shopping window. Top contributors to campaign GMV included Lancôme, Amazon, and Crème de La Mer.
These brands benefited from a combination of strong product positioning, seasonal promotions, and prominent placement within campaign content.
In addition to top merchants, several brand partners experienced exceptional growth during the campaign.
Clarins saw the strongest increase in performance, followed by Samsonite, Estée Lauder, and Kiehl’s. These results were driven by a combination of targeted campaign placements, strong promotions, and increased brand participation during the Lunar New Year window.
Sales activity reached its peak early in the campaign period, reflecting strong consumer demand as Lunar New Year celebrations approached.
This pattern aligns with common seasonal purchasing behavior, where shoppers prioritize gift buying and beauty purchases ahead of major holiday celebrations.
Even within a concentrated campaign window, Lunar New Year continues to generate strong engagement and commercial impact across Dealmoon’s ecosystem.
Lunar New Year represents a high impact opportunity for brands to connect with Chinese consumers through culturally relevant campaigns.
The strongest performing merchants combined three elements:
Brands that align product launches, limited collections, or seasonal promotions with Lunar New Year consistently see stronger engagement and conversion.
For brands planning future Lunar New Year campaigns, the strongest opportunities lie in seasonal packaging, gifting focused offers, and culturally relevant creative that reflects the holiday.
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