Local delicacies remain a priority for Chinese consumers, yet the National Day holiday did not increase expectations for dining out next month. While household incomes are rising, fewer people planned to travel this Golden Week compared to last year. This month’s China Consumer Sentiment Study highlights September performance and examines consumer willingness to increase spend across categories.

Highlights:

• Household income net growth was increased for the second consecutive month

• Consumer expectations to dine out remained low

• Consumers expect to increase spending across retail categories

• 38% of consumers had plans to travel during National Day, down 5% versus 2024