Pressure valve

Women and young people age 26 to 45 are more likely to spend on emotional value, according to the iiMedia Research report.

About 60 percent of surveyed consumers said they make more impulse purchases on emotional spending compared with traditional spending. Over 50 percent said they are less price-sensitive regarding emotional expenditures.

Ning Ke, 18, an undergraduate student in Beijing, recently got gold-themed nail art and dyed her hair gray for the Spring Festival holiday.

"Spring Festival is a very important holiday for Chinese people, during which everyone wishes to dress up nicely. It's a sense of ceremony," she said.

"I'm very pleased with the nails and hair art as I decided the designs. I get compliments from my friends because of the changes in my appearance, which brings me a sense of accomplishment."