An aerial view of Xiamen. [Photo provided to chinadaily.com.cn]

Xiamen's consumer market thrived during the Dragon Boat Festival holiday, with residents enthusiastically engaging in shopping and dining.

Major businesses in the city, such as department stores, supermarkets, and e-commerce platforms, reported total sales of 135.57 million yuan ($18.78 million), representing a 9.5 percent increase from 2022.

The holiday also saw a significant surge in the amount of food and drink consumed, with preliminary estimates indicating a total catering turnover of 259 million yuan, a year-on-year increase of 31.8 percent.

To take advantage of the festive atmosphere, major businesses organized a range of Dragon Boat Festival-themed activities, including those based on traditional customs, collaborations across industries, trendy check-in experiences, and discounts. These initiatives helped ignite the festival market and triggered the enthusiastic participation from residents.

Furthermore, various districts in Xiamen actively promoted the holiday.

In Jimei district, five major commercial districts collaborated to distribute consumer vouchers and organize an inaugural cycling event in the lively central area. This event attracted 500 enthusiasts from across the country, allowing them to immerse themselves in Jimei's beautiful scenery and rich culture.

Meanwhile, Siming district partnered with prestigious platforms like Meituan and Douyin to distribute subsidies on consumer goods worth a whopping 5 million yuan.

They also organized an automotive and home appliance consumption season and distributed retail and catering consumption vouchers. By combining merchant promotions and multiple discounts, they further enhanced the holiday spirit in Xiamen.