The first primary and secondary school spring break combined with the Qingming Festival to create a "Golden Week," boosting spring consumption in Jiangsu.

Jiangsu’s primary elementary and middle schools’ first spring break (April 1 to 3) coincides with this year’s Qingming mini-holiday, forming a 6-day “Spring Day Golden Week.” The demand for parent-child learning, outdoor flower viewing, leisure shopping, and other activities is concentrated, driving the warming of the “Spring Day Economy.”

Data from Jiangsu Provincial Department of Commerce shows that key commercial circulation enterprises in Jiangsu achieved sales of 5.53 billion yuan from April 1 to 6, a year-on-year increase of 7.9%; the consumption amount and number of consumers coming from outside Jiangsu increased by 20.6% and 27.7%, respectively.

During the holiday, Jiangsu province themed “New Jiangsu Consumption · Spring Benefits Jiangsu,” with over 710 promotional activities to boost consumption. Financial institutions and commercial circulation enterprises issued over 86 million yuan in consumer coupons, organizing activities for more than 14k commercial enterprises.

At the provincial level, key activities include ticket stub promotions to stimulate consumption, offering benefit packages for travelers within the province and visitors from other regions. During the holiday, a total of 106k coupons were distributed, stimulating 130 million yuan in consumption. Various cities launched “One City, One Theme” activities; Changzhou issued 1.2 million yuan in consumer coupons and digital renminbi red envelopes, and held events like “Longcheng Spring Rhyme · Parent-Child Learning Tours”; Suzhou launched the “Youth Fun Enjoyment, Trendy Shopping in Suzhou” spring holiday promotion, with a “Spring Holiday Friendly Passage” in the subway, allowing nationwide primary and secondary students to ride for free with their IDs; Yangzhou focused on the theme “Good Places · Good Life,” organizing over 200 parent-child activities such as picking and learning.

As the traditional Qingming mini-holiday upgrades to a spring “Golden Week,” the potential for service consumption in accommodation and dining continues to grow. Data from Meituan shows that Jiangsu’s dining and accommodation transaction volumes increased by 10% and 20.2%, respectively.

According to the Jiangsu Department of Commerce, in accommodation, parent-child learning and quality homestays are especially popular, with hotel occupancy rates significantly rising. Key hotels in Nanjing launched parent-child learning experience camps like “I am the Jinling Little General Manager,” with hotel room occupancy rates up 20.6% year-on-year; several quality homestays in Yangzhou introduced family packages, with an average occupancy rate exceeding 95%.

Larger standalone and multi-room homestays are increasingly favored by parent-child families. Tujia data shows that bookings for homestays in provinces with spring break are significantly up, with Jiangsu leading nationwide in homestay reservations. Parent-child travel has driven a more than 30% year-on-year increase in multi-room bookings. Regarding customer demographics, bookings from the 30-45 age group account for over 44%, and “Post-80s” bookings have increased nearly 60%, making them the main travelers with children.

In terms of dining, Jiangsu regions have seized the opportunity of spring break outdoor activities and family outings to launch seasonal set menus and themed promotions. Nantong organized shopping mall dining areas and specialty food streets to offer “Student Family Meals” and “Outdoor Spring Takeout Sets,” catering to both dine-in and takeout needs; Taizhou’s morning tea remains popular, with “All-in-One” set menus sparking tasting enthusiasm, and stores averaging four to five table turnovers per day.