Yiwu, Zhejiang province, is globally renowned as the largest production and distribution hub for Christmas products, responsible for nearly 80 percent of the global supply. This year, the city's Christmas market is experiencing a strong revival, with merchants noting an increase in early orders and heightened demand overall.

Traditionally, the peak export season for Yiwu's Christmas goods is from July to September. However, in 2024, demand has surged earlier than usual and the interest in orders continues unabated. This earlier start has presented both opportunities and challenges for local vendors, who are adapting to new market dynamics and increased client expectations.

Jin Xulan, a vendor specializing in Christmas ornaments, described the shift she has seen in customer behavior. "Clients placed orders much earlier this year, with many international clients securing Christmas 2024 products as early as the end of last year," Jin said. This change, she and other vendors believe, is partially due to difficulties in sea shipping. Issues like the ongoing Red Sea crisis have led to rising shipping rates and tighter capacity. "These factors are pushing clients to secure their orders earlier than in previous years, ensuring they get what they need well ahead of the season," Jin added.

"Although Christmas is in December, clients place orders in advance. In fact, we started our operations right after the 2024 Chinese New Year in February, and about a week later some clients came to place orders for Christmas. Some of the larger clients even came to place orders at the end of 2023," said Jin.

As Yiwu's reach in international markets has expanded, the traditional sales cycles for holiday products have been transformed. Clear distinctions between peak and off-peak seasons have faded, and many local businesses now receive orders year-round. Some clients, who initially placed orders at the start of 2024, are already discussing their needs for the next holiday season. Luo Meili, who sells Christmas lights exclusively to international clients, said: "Sales this year have already increased by 10 percent compared to last year, and clients keep returning to place larger orders. We've observed a steady rise in demand over the past two years, with a marked increase in the volume of orders from longtime clients."