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0.4%0.8%2.3%6.2%7.4%21.8%44.4%54.5%77.8%参加志愿活动其他相亲赚取加班费学习知识，自我增值出外度假探亲与朋友聚会和家人团聚0.9%8.7%9.2%24.0%42.2%15.0%60前60后70后80后90后00后3.5%4.3%5.5%12.1%12.8%18.7%26.1%29.2%37.4%46.3%57.6%一般期待58.8%十分期待26.1%可有可无14.0%不准备1.1%53.3%34.6%30.4%27.2%24.5%21.8%16.7%12.1%10.9%7.0%1.6%休闲零食水果生鲜酒水饮料营养保健服饰鞋包海味干货年俗类用品地道土货烟酒鲜花植物其他2.3%14.4%15.6%56.0%59.5%59.9%送给客户送给情侣/配偶送给朋友送给亲戚家人自用51.8%39.3%25.8%25.6%17.5%年货需求型消费奖励型消费期盼未来生活型消费关爱亲人和朋友型消费维护关系型消费38.5%20.2%18.3%11.3%9.7%2.0%“实用才是王道”“看看别人家买了什么”（参考别人的购物清单）“送人之未曾送”（购买特别的商品，买别人没有买过的）“一定要贵的，够体面”“包装一定要好看”其他39.7%33.9%13.2%6.6%5.8%0.8%自己或自己同辈父母辈年轻一辈没有固定爷爷奶奶等祖辈无人置办14.4%34.6%32.7%14.0%4.3%1000元以下1001-3000元3001-5000元5001-10000元10000元以上31.5%49.4%4.7%14.4%增长持平降低没有明确预算62.3%26.9%7.4%3.4%过年前一到两周内过年前一个月内过年前三天过年期间68.5%56.8%34.6%16.3%7.4%大型综合超市购物网站小型零售市场年货展销会/年货集市自家做63.8%51.0%26.5%20.2%19.1%17.9%7.8%7.4%7.0%6.2%62.3%31.1%6.6%购买的年货与需求基本符合年货囤过多，到上班还没吃完购买不能满足需求，存在过年期间临时采购的情况31.1%28.4%23.0%17.5%是，看到限量或者限定季会购买是，每年一定要买几个否，感觉都一样没必要多花包装费不一定56.0%56.0%36.0%52.0%50.0%44.0%44.0%64.0%48.0%50.0%华北华南华中华东西南是否32.0%48.0%45.0%48.0%63.0%36.0%59.0%72.0%64.0%38.0%16.0%7.0%27.0%26.0%25.0%36.0%22.0%10.0%19.0%18.0%24.0%19.0%18.0%6.0%25.0%华北华南华中华东西南奖励型消费年货需求型消费期盼未来生活型消费关爱亲人型维护关系型消费45.2%36.1%27.1%53.1%47.0%40.3%50.3%26.0%50.1%26.0%23.5%19.2%50.0%63.0%56.0%31.6%26.0%25.4%15.2%1.0%0.8%品质有保障品类丰富高档次，送礼体面尝鲜价格合理其他1.8%2.6%3.5%7.0%10.5%20.2%21.1%21.9%29.8%35.1%40.4%43.9%鲜花植物运动户外儿童玩具母婴用品数码家电美容彩妆酒水饮料水果生鲜服饰鞋包海鲜干货休闲零食营养保健美食美妆运动收纳养生