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Christmas & New Year Trends on Xiaohongshu: A Festive Peak for Gifting and Traveling
On Xiaohongshu, Christmas and New Year (“双旦”) have become one of the year’s most influential festive moments. User search interest surges from early December, creating a high-intent environment where inspiration, emotion, and consumption converge. In 2024–2025, Christmas trend content reached 13.1 billion views, while New Year trend content grew +113% YoY1. The strong signal indicates this double-festival period has become a powerful cultural and emotional touchpoint for brands’ social media marketing.
Trends and Insights: What’s Driving Festive Behavior on Xiaohongshu
A Seasonal Search Boom: Strong Intent, High Emotion
Xiaohongshu becomes a golden hub where search interest, traffic volume, and emotional resonance peak simultaneously. Contents featuring keywords such as “跨年仪式” (New Year Ritual) and “交换礼物” (Gift Exchanges) reached 1.04 billion views and 51.6 million views1 respectively. Holiday planning, gifting ideas, party inspiration, and year-end rituals dominate user journeys, offering brands rich opportunities to blend into collective festive memory.
Travel Trends: Winter Holiday Fever Takes Off
Travel interest climbs steadily from mid-November in 2025, peaking over Christmas and extending to New Year. The search traffic for traveling during this period is projected to increase 20% YoY2.
Key patterns of Chinese outbound travelers during Winter 2025 include2:
| Trend | User Insight |
| Year-end Festivals | Halloween, and Christmas celebrations in Singapore, Tokyo and Osaka |
| Seasonal Scenery | Snow, aurora, fjords, and winter-only landscapes |
| Winter Activities | Skiing, ice fishing, husky ride in Hokkaido and Finland |
| Escape-the-cold | Islands, hot springs, warm-weather retreats |
| Slow Living Trend | Relaxed content related to “small-town travel” |
For brands in travel, hospitality, fashion, beauty, and lifestyle, these seasonal preferences translate into clear targeting directions and highly relatable content opportunities.
Audiences for Christmas and New Year: Young, Global, and Urban
The festive space on Xiaohongshu is shaped by a young, urban, and globally minded user base1:
- 72% are aged 19–30
- 30% overseas active users
- 61% from Tier-2 and above cities
This makes the platform ideal for brands aiming to reach experience-seeking young consumers with high spending intent.
How Xiaohongshu and iClick Enables Full-Funnel Social Media Marketing
With strong search-based behavior and high seasonal emotion, Xiaohongshu equips marketers with full-funnel tools from awareness, considerations, to conversion:
Brand Space, Splash Screen: High Impact Advertisements Formats for Festive Impressions
- High-impact formats such as 品牌空間 (Brand Space), 开屏广告 (Opening Screen Ads), and 氛围橱窗(Atmosphere Shelf) help brands create immersive festive storytelling and capture first-impressions.
- These tools work together to guide users from “see it → remember it → act on it”, forming a complete festive marketing loop.
- 2026 early bird offers for Brand Space, Brand Zone Plus and Brand Space Plus are available NOW until December 31, 2025!
Festive Major IP: The Xiaohongshu Double-Festival Wish Party
“双旦心愿派对” (Double-Festival Wish Party) has previously collaborated with 20+ brands and generated over 1 billion user engagements last year1. Entering its third year, the IP continues to scale with 2025 theme #庆祝小跨越 (Celebrate small breakthroughs we’ve made this year) features:
- Global gift-hiding across 100+ cities including Hong Kong SAR, Southeast Asia, UK, and US.
- Over 1,000 festive gifts hidden in stores, city corners, and indoor venues.
- A large-scale New Year Party in Chongqing with satellite events across China and overseas.
Brands participating in this IP gain organic amplification, cross-regional cultural resonance and deep community-driven engagement.
Win the Festive Social Media Marketing with iClick and Xiaohongshu!
The festive season is a high-conversion window on Xiaohongshu, where consumers actively search, engage, and purchase. iClick helps brands turn festive insights and IPs into Xiaohongshu’s full-funnel campaigns, to maximize visibility and drive real business impact.
Ready to unlock your Christmas and New Year 2026 Social Media Marketing success?
Contact iClick to build a data-driven Xiaohongshu strategy for the festive season.
Source:
1:双旦心愿派对3.0 - 2026小红书双旦节点IP招商通案
2: https://mp.weixin.qq.com/s/190MsK767SqHiNRWI0zg0w
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