A Little “Hot” in the Magic City: Behind Every “Shopping Spree” Is an Attitude to Life
【Editor’s Note】
As the end of the year approaches and the beginning of a new one looms, it’s time to explore the “hot spots” in the Magic City.
This “heat” is evident in the hustle and bustle of small street vendors, the excitement of打卡 in the Magic City, and the busy scenes in various commercial districts. Ultimately, they all converge into the vitality of life and the potential of consumption.
The澎湃新闻 has launched a series of reports called “Magic City is Heating Up” to showcase the vibrant energy and enthusiasm in the streets and alleys, and to record the “boiling hot” side of this international metropolis.
In the third article, let’s take a look at the attitude of life behind Shanghai’s lively shopping spree.
Designed by Wang Luyao
Attending an auction, enjoying a hotpot meal, dressing up in COSPLAY for “Gacha” game merchandise (吃谷), or wandering around newly opened shopping malls and revamped supermarkets – all are common experiences for many during this festive period.
From established shopping centers to newly opened commercial complexes, the term “busy” is a common descriptor for many市民 during this New Year’s Eve. According to data from the Shanghai Consumer Market Big Data Lab, during the New Year’s Eve period (December 31, 2024 – January 1, 2025), offline consumption in Shanghai reached 14.29 billion yuan, an increase of 27.7% from the previous period.
At the beginning of each year in Shanghai, every “shopping spree” behavior is a reflection of a certain lifestyle.
On December 31, 2024, in the Nanjing Road步行街 of Shanghai. Senior reporter Zou Jian for The Paper. Photo provided by the reporter.
New Year’s Red Envelope Auction
“22,000 yuan once, 22,000 yuan twice, 22,000 yuan three times, sold!” At 7 p.m. on December 31, 2024, a charity auction called “Light Up Your Wishes” kicked off at Shinworld Daima Mall. The organizers have carefully selected 12 exquisite auction items donated by the store, covering luxury goods such as handbags, watches, skincare products, 3C products, and various appliances for auction to benefit children with autism.
Among them, a Huawei Mate X foldable phone became the focus of competition. Starting at 9999 yuan, the price soared to 22,000 yuan during the fierce bidding and was eventually successfully obtained by a passionate bidder. Meanwhile, all proceeds from the auction were donated to the Shanghai Disabled Persons’ Welfare Foundation to support the treatment and daily care of children with autism.
That evening, along with store discounts, Nanjing Road promotional vouchers, electro music parties, New Year’s Eve countdown activities, and more, as of 0:30 on January 1, 2025, Shinworld Daima Mall’s sales reached 34.817 million yuan, an increase of 74.97% over the same period last year.
Christmas Eve at a Haidilao Hotpot store near Shinworld Daima Mall. The store manager Chen Qiang was busy as a bee. “We are close to the Bund, so many consumers choose to have a meal with us after enjoying the night view of the Bund on New Year’s Eve,” he said. “On December 31st and January 1st alone, our store served over 3500 guests.” Haidilao’s data showed that on these two days alone, over 60 stores in Shanghai served over 250 thousand customers.
The excitement for the new year is not limited to just one area.
In the Huaihai Road commercial district, Lianlian TX Hemai’s fourth anniversary brought an exhibition of works from 16 artists under the theme “China Next Vision”. Meanwhile, Evolution Art Space opened its doors on New Year’s Day, bringing a new sports and art collection exhibit to “Huaimei 755” shopping mall that attracted many trend enthusiasts. In the Lujiazui business district, Shanghai’s first One Itochu created its own year-end celebration that generated sales of 763 million yuan from 9 am on December 31st to 2 am on January 1st, an increase of 9% year-on-year; its sales on New Year’s Day also increased by nearly 50%.
According to data from the Shanghai Consumer Market Big Data Lab, during the New Year’s Eve period (December 31, 2024 – January 1,
