China News Service, Beijing, June 1st (Reporter Wu Tao) A report released on the 1st shows that June 1 Children's Day is no longer just for children. More and more adults are also beginning to celebrate "Children's Day" for themselves.
A gift list for Children's Day on an e-commerce platform. Image source: Pinduoduo
According to the data provided by Pinduoduo, consumers who are 25-40 years old account for half of the core population searching for gifts on Children's Day. In the past 15 days, they searched nostalgic snacks, switches and other products on high frequency.
Many businesses have catered to this trend of "adults robbed Children's Day" and set up "nostalgic gift packs" for adults early in the morning, including nostalgic snack gift packs, nostalgic game consoles, nostalgic school uniforms and T-shirts.
A creative product with "pig feed" printed on the packaging, which is actually a collection of nostalgic snacks, increased sales by 557% in a short period of time. The data shows that most of these products are not eaten by themselves, but are shared with friends through express delivery.
Fan Rizhao, a researcher at Pinduoduo New Consumer Research Institute, said that adults began to use nostalgic gifts to relieve life pressure has become an important theme for Children's Day.
"Adults have to spend each festival, which is an important trend in festival consumption in recent years," Fan Rizhao said. "With the acceleration of modernization and urbanization, contemporary adults need to use the form of festival consumption to resolve some of life anxiety. "
Of course, in addition to buying children's day gifts for themselves and friends, many adults who are parents still prepare children's day gifts for children. Orders for children's smart watches and Disney tickets have increased significantly.
According to the "Top Ten Hot Products List for Children's Day" released by Pinduoduo, from May 16 to May 31, the platform involved orders for keyword products such as "June 1", "Children's Day" and "June 1 Gift" According to statistics, the nostalgic snack gift box, blind box and Lego ranked the top three.
The list shows that the most purchased products by underage consumers are blind boxes. Blind boxes are one of the trends that have emerged in recent years, focusing on the design of animation and film and television peripherals or designers. Because the box itself is not marked, only after opening it will you know what it is, making the blind box one of the gifts that many people give each other.
But for children, not all gifts are "sweet", and many of them also mean "expectation and pressure." The list shows that among the gifts for children's Day prepared by parents, learning materials such as children's programming and children's English teaching supplements have also more than doubled. (Finish)