As Lunar New Year approached, Chinese buyers flocked to gold jewellery shops, a popular traditional gift. Despite gold price swings, market mood stayed strong. Retailers gave small discounts to boost holiday sales. Chow Tai Fook, China’s biggest jewellery chain, offered an 80 yuan ($12) discount per gram nationwide until the Spring Festival, linked to daily gold prices. After the festival, they plan to raise prices on some gold and diamond items due to rising material costs, says their sales staff on social media. A Chow Tai Fook employee in Beijing said, "We have been quite busy since the morning of Valentine’s Day, with many customers coming in to select jewellery. It’s very rare for the Spring Festival holiday to coincide with Valentine’s Day, and I will be working a bit of overtime." Fu Yifu, a researcher at Su Merchants Bank in Jiangsu, noted, "Consumers have indicated strong rigid demand, rising investment sentiment, and a notable shift towards younger buyers." Investment banks remain optimistic about the sector's outlook amid these trends.