Value-added tax invoice data released by China's tax authority on May 6 indicates vibrant consumer activity during the May Day holiday period, with sales revenue in consumption-related sectors rising 14.3% year-on-year, signaling a further release of consumer potential.

Travel, entertainment, and cultural services saw strong demand. Revenue from tourism and entertainment services increased by 21.2%, with services related to travel agencies and leisure sightseeing growing 23.8% and 26.2%, respectively. Cultural and sports services also gained popularity, posting revenue increases of 42.3% and 44.1%, while performing arts events such as concerts and fitness services rose 41.7% and 50.2%.

Household services revenue grew 14.2%, with laundry, pet care, and auto maintenance services climbing 38.1%, 49.5%, and 12.6%, reflecting consumers' growing focus on convenience and personal well-being beyond basic needs. Health services revenue also rose 40.1%.

The catering sector performed well, boosted by local specialty food promotions, with catering revenue up 31.4%. Homestay services combining diverse amenities and unique experiences grew 13.3%.

Offline retail scenarios continued to improve, enhancing the shopping experience. General retail revenue increased 12.4%, with supermarkets and other physical stores seeing a 15.6% rise in sales due to optimized shopping environments. Demand for premium goods remained strong, with cosmetics, gold and silver jewelry, and arts and crafts recording sales growth of 55.8%, 28.8%, and 57.4%, respectively.

According to Huang Lixin, head of the Tax Science Research Institute under the tax authority, VAT invoice data indicates sustained growth in holiday consumption and effective unlocking of consumer potential. In particular, continued policy support for service consumption has driven upgrades and maintained strong momentum in the sector.