Unlike those dressing themselves up, Yan Jingjing, 29, from Hangzhou, Zhejiang province, enjoys buying clothes for her dog that have equine elements to celebrate the Year of the Horse.

"It's adorable to see my dog wearing clothes with embroidery featuring horse elements. I've also bought several horse toys for my dog," she said.

In addition, Yan has purchased decorations featuring traditional Chinese elements such as a lotus, along with red lanterns to enrich the festive atmosphere at home.

"It's a sense of ceremony for me, and I hope these elements bring good luck and blessings in the new year. I like the instant emotional value and vibes these decorations bring," she said.

Experts said the increasing passion for emotional spending during holidays is an outlet for work or life pressure. The growth of emotional spending will help create higher-quality and innovative products and services and inject vitality into the economy, they said.

"People now have increasing work pressure but limited channels to release stress, so festivals or holidays have become an 'emotional trigger' for releasing feelings or consumption desires," said Wang Wenda, director of psychological health education at Xinhua College of Ningxia University.

"Also, 'loving yourself' has become connected with consumerism, so people are more willing to spend money on themselves, even knowing products or services are sold at a premium, which may bring emotional comfort," he said.

Wang suggested developing more creative and long-term interests rather than relying on instant gratification from emotional spending. Companies can offer more meaningful leisure products during the Spring Festival holiday to meet people's needs for mental comfort and spiritual satisfaction, he said.

Wang Nasi and Li Qianya contributed to this story.

chengsi@chinadaily.com.cn