East China's Shandong province kicked off a two-month long promotional nighttime consumption event on Dec 24 as the province aims to spur the "nighttime economy" during winter.

The two-month long promotional nighttime consumption event kicks off in Shandong on Dec 24. [Photo/Dazhong News]

The event, jointly organized by the Shandong Provincial Department of Commerce and the Dazhong Newspaper Group, will last until Feb 28, 2022. It consists of an array of activities to promote commercial clusters, local traditional brands, intangible cultural heritage items, new energy vehicles, and traditional handicrafts. Online sales will also be staged on livestreaming platforms.

The province's major shopping malls will also launch a series of promotional activities and discounts.

The organizers have joined hands with China UnionPay Shandong Branch to distribute consumption vouchers among local residents. The e-coupons, which are valid at department stores, supermarkets, convenience stores, catering, and e-commerce, will likely increase consumption with government subsidies and merchant discounts.

Customers buy products at the Shandong time-honored brands launch ceremony during the promotional event. [Photo/Dazhong News]

The event is expected to help promote the development of transportation, catering, shopping, and entertainment industries, according to a provincial department of commerce official.

The nighttime economy refers to business activities between 6 pm and 6 am in the service sector. Many Chinese cities, especially metropolises such as Beijing, Shanghai and Guangzhou, have rolled out plans to support nighttime consumption to drive economic growth.