With the increased internationalisation of China and its urban population, Christmas has become increasingly popular, especially for young people who have had it established in their minds over the past ten or more years. Unlike people from countries in the west who spend Christmas with the whole family, young people in China would rather spend the holiday period as a couple or with their close friends. Christmas to them represents happiness, fashion, romance and of course, also a time to shop.

The expectations are that brands across the luxury sector in China will have been preparing for their Christmas and New Year’s promotional activities for some time, in particular using digital technology to reach the younger consumer base. However, according to official Weibo accounts of 18 watch and 16 jewellery brands that we monitored in December, the marketing activities on the most popular social networks in China are not as proactive as would have been imagined…
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