京东年货消费观察：春节情感浓度高 “送长辈”关键词搜索量位居全年节日榜首占比78%

证券日报02-03

本报讯 2025年各节日礼物关键词的京东搜索量显示，春节是一年中“送长辈”关键词搜索量最高的节日，占比达78%。在春节前搜索送礼相关关键词的消费者中，每10个人就有约8个人搜索了“送长辈”。　　调研显示，在为长辈选购年货礼品时，排在首位的考量因素是健康与安全（47.1%），紧随其后的是长辈的真实需求与喜好（46.8%）和实用性与使用频率（42.4%）。　　这表明越来越多的消费者认识到，给父母长辈的...

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2025年各节日礼物关键词的京东搜索量显示，春节是一年中“送长辈”关键词搜索量最高的节日，占比达78%。在春节前搜索送礼相关关键词的消费者中，每10个人就有约8个人搜索了“送长辈”。　　调研显示，在为长辈选购年货礼品时，排在首位的考量因素是健康与安全（47.1%），紧随其后的是长辈的真实需求与喜好（46.8%）和实用性与使用频率（42.4%）。　　这表明越来越多的消费者认识到，给父母长辈的礼物应该更符合他们的生活习惯，并且能够被高频次地使用，避免沦为束之高阁的摆设。在此基础上，品牌口碑、体面的包装以及合理的价格与性价比，共同构成了完整的选礼维度。从“我想送什么”到“长辈需要什么、能用什么”的思维转变，标志着孝心消费正进阶为以长辈实际感受、真实幸福感为导向的行为。　　调研显示，高达77.2%的消费者会挑选营养保健品作为给长辈的年礼，与过去简单地将大瓶装维生素或传统滋补品塞入礼盒不同，今天的消费者对保健品的选择呈现出更加精细化与有针对性的特征。　　73.5%的消费者关注为长辈挑选更智能、更便捷的带电产品作为年礼，这些产品被赋予远程陪伴、健康管家、生活助手等温暖的角色，其中，健康监测与慢病管理（45.2%）、减轻家务负担（37.1%）以及丰富精神娱乐生活（33.3%）等功能尤为受关注。　　自1月25日京东年货节启动以来，年货礼盒产品整体搜索量环比增长超过60%，其中纯坚果礼盒搜索量环比增长达到10倍以上，糕点礼盒、阿胶礼盒、干货礼盒、啤酒礼盒、饮料礼盒、罐头礼盒、酸奶礼盒、茶叶礼盒等搜索量环比增长均超过100%。　　调研显示，高达83.6%的消费者会为长辈挑选食品礼盒，与此同时，食品礼盒正经历一场深刻的“健康回归”。　　年货的形式在变，心意却始终如一。健康食品、智能设备……送的不再是“排面”，而是更贴合父母日常所需的实际关怀。2026年的春节，送长辈最好的年货，就是让他们用得顺手、吃得安心，这就是最朴素也最实在的牵挂。（文章来源：证券日报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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