Footfall rose +19% during the holiday peak.

Hainan Tourism Investment Duty Free Co (HTDF) has recorded a +19% year-on-year increase in footfall during the 2026 Spring Festival holiday, the first Chinese New Year since the full implementation of independent customs operations at the Hainan Free Trade Port.

The uplift translated into record sales for the retailer, supported by its “Good Fortune Comes Galloping – Spring Festival Carnival Campaign”, which runs through 8 March.

The retailer attributed performance gains to a combination of targeted promotional activity, brand experiences and immersive cultural programming.

Structured promotions maximised engagement and conversion. These included RMB666 (US$97) no-threshold voucher packages; exclusive pricing on bestsellers; and tiered incentives such as lucky draws for purchases above RMB8,888 (US$1,299).

Fragrances and cosmetics, smartphones and consumer electronics, and fashion and accessories – particularly watches and jewellery – were among the strongest-performing categories. HDF’s portfolio spans more than 1,000 brands across 45 categories.

Beyond pricing initiatives, HTDF said it had transformed its retail spaces into cultural destinations during the Spring Festival period, creating an event programme that included themed parades and performances. Lantern Festival celebrations – including the Ao Fish parade –  aim to extend seasonal momentum and sustain post-holiday traffic.

HTDF transformed its retail spaces during the Spring Festival period with an event programme that included themed parades and performances.

HTDF noted that the continued refinement of offshore duty free policies – including streamlined instant pickup services and VAT refunds on selected domestic product categories – had further enhanced customer convenience.

In addition, the retailer said it continues to adjust its portfolio mix and category focus in response to evolving consumer demand. Recent developments include expanded luxury assortments, growth in outdoor and athleisure segments, IP-driven retail concepts and new food and beverage offerings.

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