Closing the books after Chinese New Year trading
Chinese New Year peaks compress weeks of ordinary trading into a few intense days. If you only look at January totals, the spike can hide whether gift categories actually recovered after the holiday or simply borrowed from February.
Define the season window before you analyse: for many Hong Kong banners that means the two weeks before Reunion Dinner through the first full week of reopenings. Stick to that window when comparing to last year.
Separate categories that are seasonal by nature—red packets, festive confectionery, formal wear—from year-round staples. Mixing them in one chart muddies whether staples held or only festive lines moved.
Our seasonal performance reviews include a recovery chart for the fortnight after the peak. Slow recovery can mean leftover festive stock, staff leave, or simply tired footfall—each needs a different operational response.
Keep last year’s promo calendar beside this year’s. Matching dates without matching promotions will invent false declines.