Retailers and shopping centres across Canada are marking the Lunar New Year with grand displays, exclusive merchandise, and immersive experiences aimed at attracting shoppers. With January typically being a slower sales month after the December holiday season, Lunar New Year provides an opportunity for retailers to drive traffic and increase spending.
Entrepreneur Jingjing Zheng, founder of BEYOO and Hexie Digital, has observed the growing influence of Lunar New Year celebrations among retailers. “Retailers are using this opportunity to capture festive celebrations while encouraging consumers to shop. Asian consumers often buy new clothing, symbolic red items, and gifts for family members. Red socks and red underwear are particularly popular purchases,” says Zheng.
She notes that many shopping centres in Canada have incorporated cultural elements such as calligraphy workshops, food tastings, and craft stations to enhance the shopping experience. “Lots of malls organize family-friendly events with calligraphy, traditional snacks, and exclusive promotions. This festive atmosphere draws in both Asian and non-Asian shoppers who are eager to take part in the celebrations,” she adds.
Retailers Introducing Exclusive Lunar New Year Promotions
Luxury retailers such as Holt Renfrew and Harry Rosen, along with major shopping centres operated by Cadillac Fairview (CF) and other landlords, are launching exclusive promotions tied to the holiday. Holt Renfrew, for example, is offering a special gift card promotion where shoppers who spend $800 or more will receive a bonus gift card.
Retailers are also integrating WeChat Pay and AliPay into their payment systems to accommodate Chinese consumers. Yorkdale Shopping Centre, for instance, allows shoppers to use these platforms for transactions up to $10,000 CAD per day through its gift card service, which can be redeemed at any of the mall’s 270 retailers.
The Impact of Lunar New Year on Retail Spending in Canada
While Canada has yet to see pre-pandemic levels of Chinese tourism, local communities are driving Lunar New Year spending. Cities like Markham, Ontario, and Richmond, British Columbia, with high concentrations of Asian residents, often experience notable increases in retail activity during this time.
“There is still a lot of shopping activity happening locally. While international tourism from China hasn’t fully rebounded, retailers are targeting local communities who celebrate the holiday,” says Zheng.
According to industry analysts, spending trends indicate that Lunar New Year promotions contribute to a significant retail boost. Major retailers such as La Maison Simons, Lululemon, and Michael Hill have introduced special Lunar New Year collections, while luxury brands continue to launch exclusive zodiac-themed merchandise to appeal to affluent shoppers.
Yorkdale Shopping Centre’s Landmark Celebrations
Canada’s most productive mall is an example of a centre embracing the festivities. Toronto’s Yorkdale Shopping Centre has gone all out for this year’s Lunar New Year festivities with an eye-catching Year of the Snake installation. The 30-foot-high and 20-foot-wide green geometric serpent, suspended in the East Court until February 12, is crafted from sustainable materials and weighs 550 pounds. The green hues reflect the elegance of jade, a stone that symbolizes luck, prosperity, and renewal.
Complementing this is the Golden Gateway, a stunning series of golden archways located near Tiffany & Co. Shoppers can walk through the beautifully designed Year of the Snake runway adorned with florals and serpentine elements, creating an immersive space perfect for photos and videos.
“Lunar New Year is one of the most significant gift-giving events in many Asian cultures. We know from experience that our guests expect some of Toronto’s most engaging experiences in addition to our unrivaled array of global brands that often release exclusive, limited-edition Lunar New Year collections,” says Rachael Tang, Marketing Manager at Yorkdale Shopping Centre.
Yorkdale is also hosting a traditional Lion Dance and Eye-Dotting Ceremony on February 2 at 3 p.m. The celebration will feature one of Canada’s premier lion dance teams, who will lead a procession beginning at the Year of the Snake installation. Traditional scrolls and red envelopes will be distributed to visitors.
The Role of RedNote in Retail Marketing for Lunar New Year
Zheng also highlights the role of digital engagement in Lunar New Year shopping trends, particularly the increasing use of RedNote (Xiaohongshu) by retailers. “RedNote is becoming a major platform for retailers targeting Chinese consumers in North America,” she explains. “People post about mall installations, new collections, and exclusive in-store experiences. This digital engagement helps spread awareness and attract more visitors.”
She emphasizes that RedNote is especially valuable for brands looking to connect with a younger, digitally savvy audience that relies on peer recommendations and user-generated content. “Consumers trust reviews and posts from real people over traditional advertisements. Brands that leverage RedNote effectively can engage with consumers in a more authentic and community-driven way,” says Zheng.
The Yorkdale Shopping Centre and Holt Renfrew have started creating content specifically for RedNote, collaborating with influencers to showcase exclusive Lunar New Year merchandise and shopping experiences. “Malls and brands that invest in engaging with consumers on RedNote can expect higher foot traffic and increased sales during the festive period,” Zheng adds.
How Shopping Centres and Retailers are Maximizing Lunar New Year Engagement
To capitalize on Lunar New Year shopping habits, retailers and malls are implementing various strategies:
- Cultural-Themed Decorations – Large-scale festive installations, lantern displays, and zodiac symbols create a vibrant shopping atmosphere.
- Exclusive Limited-Edition Merchandise – Offering Lunar New Year-themed clothing, accessories, and home decor can attract both celebrants and gift shoppers.
- Traditional Performances and Workshops – Lion dances, calligraphy sessions, and food tastings enhance the shopping experience.
- Gift-With-Purchase Offers – Providing red envelopes, special-edition packaging, or discount vouchers for purchases over a certain amount can drive sales.
- Digital and Social Media Marketing – Engaging with Asian influencers and utilizing platforms like WeChat, Red, and TikTok helps retailers reach their target audience.
- Flexible Payment Options – Accepting AliPay and WeChat Pay simplifies transactions for Chinese shoppers.
The Future of Lunar New Year in Canadian Retail
As retailers increasingly recognize the importance of Lunar New Year, the scale and sophistication of celebrations in Canada continue to grow. Malls and retailers are investing more in immersive experiences, exclusive product drops, and digital engagement to cater to this expanding market.
“Lunar New Year celebrations are not just about attracting Asian shoppers; they also create an opportunity to educate and engage the broader community. The more inclusive and elaborate these celebrations become, the greater their appeal,” says Zheng.
