August 22^nd, or the seventh day of the seventh month of the Chinese lunar calendar, marks the Qixi Festival, also known as the Chinese Valentine's Day. On this day, Chinese couples or lovers will exchange presents, give lucky money or have a big meal together to show their affection for each other.

According to the report released on the eve of the Chinese Valentine's Day by JD.com, a Chinese e-commerce giant, 55% of the respondents expect to "receive gifts" at the Qixi Festival, while 42% hope to "receive a big red envelope". The report also showed that 39% of the post-2000 generation expect to"be courted or proposed to" on that day, while the post-1990s have bought out 45% of the"courting" gifts. Despite staying alone, the singles interviewed expressed their will to make the most of the day amid the festive atmosphere, with 27% of the single post-1980s saying they will"serve themselves a big meal or buy themselves their favorite gifts".

Overall, 55% of the respondents expect to "receive gifts", 42% expect to "receive a big red envelope", while more than 30% expect "a big meal" or "a short journey". When asked what kind of gifts they would like to receive on Qixi Festival, 50% of the respondents expect"inexpensive but practical gifts," 31% would like"delicate gifts with a sense of ceremony, such as beauty makeup boxes or flower boxes", while 32% noted that"it doesn't matter what the gifts are, as long as the messages of love can be well conveyed".

According to the report, 64% of women expect to "receive gifts" on Chinese Valentine's Day, with nearly 50% of them wanting a surprise and a "romantic atmosphere", whereas 63% of men "are too busy with life/work to celebrate the Festival"; 59% of women expect "the gifts from their lovers could touch their hearts", whereas more than 60% of men"have a hard time choosing the gifts, afraid of being blamed for buying the wrong gift","will buy the gift but always end up with the wrong one".

Significant differences can also be seen in the choice of Qixi gifts among different age groups. Consumption data from the two weeks before the Qixi Festival showed that the post-2000 generation prefer products like baseball caps and skateboards, a piece of good evidence of their youth and vitality; the post-1990s prefer products like cargo clothes, Chinese gowns and woolen sweaters, demonstrating a modern fashion style; while the post-1980s have a higher consumption preference in products like rubies/sapphires, diamond earrings and gold chains, more willing to choose jewelry as Qixi gifts.

It is also worth mentioning that the elderly are also active consumers before the Qixi Festival. With a consumption preference for gold and jade bracelets and handbags, they also emerged as the largest consumer group of men's scarves and men's hoodies before the Qixi Festival. Hiking shoes, amber/beeswax and other products favored by the elderlies were also popular before the Qixi Festival.

中国年轻人如何过“中国情人节”？

8月22日是中国农历七月七日“七夕节”，也被称为中国的情人节，这一天，中国的夫妻或情侣会通过互送礼物、发红包、吃大餐等方式表达心中爱意。

七夕前夕，中国电商巨头京东发布一份报告，报告显示55%的受访者期待“收到礼物”，42%的受访者期待“收到大红包”。报告显示，39%的“00后”期待“被表白或被求婚”，90后则买走了45%的“表白”礼物。虽然没有人共度情人节，受访的单身人士也表示会好好度过这一天，体会节日的美好氛围，27%的单身“80后”表示会“一个人好好吃一顿大餐或给自己买一件喜欢的东西”。

整体来看，55%的受访者期待“收到礼物”，42%的受访者期待“收到大红包”，超过30%的受访者期待“一顿大餐”或“一次短途旅行”。在回答“您希望在七夕节收到什么样的礼物？”的问题时，50%的受访者期待“不贵但是实用的礼物”，31%的受访者期待“美妆礼盒、鲜花礼盒等有氛围感、仪式感的礼物”，32%的受访者表示“礼物不重要，能表达心意就好”。

报告显示，64%的女性期待“七夕能收到礼物”，近五成的女性期待“收到惊喜”和“浪漫的氛围”，但是63%的男性“因生活/工作忙碌，经常忘了过节”；59%的女性期待“对方能送礼送到心坎上”，但是超六成的男性“不知道该买什么，怕买错了被埋怨”“会买礼物，但经常买不对”。

不同年龄的人群在七夕礼品的选择上也呈现出明显的差异。七夕节前两周的消费数据显示，“00后”在棒球帽、滑板运动等商品的消费偏好较高，体现出年轻一代的青春与活力；“90后”在工装、旗袍、羊毛衫等商品的消费偏好较高，体现出非常现代的时尚风格；“80后”在红宝石/蓝宝石、钻石耳饰、黄金套链等商品的消费偏好较高，更愿意选择首饰类商品作为七夕节礼物。

值得一提的是，老年人群体在这个七夕节前的消费也很活跃。他们在黄金手链、翡翠手镯、斜挎包等商品的消费偏好较高，老年人在七夕前购买男士丝巾/围巾、男士卫衣的消费占比高于全站，徒步鞋、琥珀/蜜蜡等老年人喜爱的商品也在七夕节前畅销。

文｜羊城晚报全媒体记者 沈钊
翻译｜洪婷
图｜受访者提供
责编 | 王楠