Kantar's 2023 Spring Festival survey found that 64% of respondents plan to return home for the holiday, while 29% will stay put and 5% will travel. The top destinations for those returning home are cities in the first-tier (45%), second-tier (29%), third-tier (18%), fourth-tier (10%), and fifth-tier (8%) regions. The top activities planned for the holiday include spending time with family (68%), visiting relatives (61%), and watching TV or videos (57%). Additionally, 47% of respondents plan to go shopping and 45% plan to visit friends and family. The top entertainment activities planned include watching TV or videos (84%), playing games (7%), and watching movies (42%). The top concerns for those staying put include the risk of COVID-19 (37%) and the impact on income (21%). The top gifts planned to be given include food (78%) and money (75%).
