Full coverage: Qixi Festival
Today the Chinese celebrate their traditional Valentine's Day known as Qixi. Like in the west, young Chinese express their love through roses.
Data shows that people under the age of 30 are the biggest buyers of roses and that those over 30 are not so keen on the flowers. Is that because love fades as one gets older, or is there a deeper reason behind it?
Love is in the air as the Chinese Valentine's Day arrives. On the streets of Beijing, and in shopping centers, flower shops are seeing their business bloom. Roses are love birds' top pick when it comes to gifts.
Analysts say China's post-90s generation is most active in preparing for roses.
"Over 50 percent of the people that conduct searches on Taobao and Tmall to buy roses are under the age of 24. And over 90 percent are people aged below 30. They are mainly male, white collars, and students," said Yang Qin, chief analyst, CBNData
Data also shows that people between the ages of 35 and 40 have the lowest interest in roses. They are even less enthusiastic than those in their 40s.
Yang says part of the reason for that is that romance fades after marriage.
"From a rather pessimistic perspective, most people above the age of 30 have gotten married, and they express their love less and less frequently," he said.
Another reason is that older couples are more stable financially and have additional choices besides just flowers.
"Our customers who are a bit older usually like to purchase products that improve quality of life, such as home fragrances, and jewellery. People in their 30s and 40s have more practical needs, such as socialisation purposes," said Huang Lijiang, sales specialist, The Beast.
For some, the price tag for romance is simply too unrealistic.
"The idea of buying roses didn't even cross my mind. We are in the age bracket of 30 to 40, our career is only half-way to the top, we are paying mortgages for our apartments in Beijing. It's a period with the heaviest financial pressure," said Feng Anan, legal officer.
Anan said that because Beijing's property prices are so high, the top priority is to pay off their bank loans.
"We used to go to concerts, or buy luxury goods, but now we don't prepare gifts for each other. The first thought we have each month after getting paid, is how we can pay off our mortgage quicker. That's the reality," she said.
Heavy financial pressure is one of the main contributors to China's high divorce rate among the post-80s generation. But Anan entered her marriage fully aware of the harsh reality and said that as long as they love and support each other, every day is Valentine's Day.
