Children’s Day is traditionally celebrated by buying gifts for children and treating them to delicacies, and retailers are cashing in on the gift-giving season.
“I will take my nine-year-old son to Century Park, then to KFC - his favorite, not mine - and finally go to pick up a remote-controlled toy car, which he has desired for a long time,” said Ma Jiawei, 36, a government official. “My budget is about 300 to 400 yuan (US$28-US$34).”
Ma typifies most Chinese parents who meet every demand, within their capacity, to satisfy their children’s needs, especially on Children’s Day.
It is also a day when about 300 million children nationwide will celebrate their own holiday, meaning no classes in school.
“Since for most families their only child is the apple of their eyes, parents are always willing to dig into their pockets,” said Dai Minghua, store manager of Juvenile Articles Co. Ltd.
And much to retailers’ delight, Children’s Day is a time when most parents are in the mood to splurge. As a result, local retailers kicked off various promotional campaigns at the weekend.
“Our store was besieged by children and their parents last weekend,” said Zhang Jin of Xiang Yang Kid World, a children’s shop on Nanjing Road. “Daily sales over the weekend increased by 30 percent compared to non-holiday sales.”
Clothes and toys were selling like hot cakes, Zhang noted. “Usually schools have fun activities on that day, so parents are willing to dress their children in new clothes,” said Zhang. “Also, since we offer discounts and gifts to attract the cash flow, sales have been brisk.”
The apparel counters in the store usually sell goods worth 10,000 yuan daily. However, the daily sales skyrocketed to 60,000 yuan last weekend, Zhang revealed.
Toys are still regarded as best gifts for children. “Last year, we were delighted to see toy sales quadrupling during the holiday, and sales this year will be almost the same,” said Chen Haiyan, toy department chief at Westgate Mall’s Isetan, without giving figures. “Danish-made Lego is the bestseller in our store.”
Lego is followed by Barbie dolls and Audi motorcycles, Chen said. Ronald McDonald and Colonel Sanders – children’s favorites - are also anticipating flourishing sales.
(www.eastday.com.cn 05/31/2001)
