As the Christmas holiday arrives and Christians around the world celebrate and share gifts, most Chinese mark the day as not unlike any other. Businesses and customers this year, too, may have experienced a slower shop-till-you-drop environment than in the past for a variety of reasons.

China has long been driving the world’s Christmas economy, with Yiwu, Zhejiang province, mass producing every conceivable Christmas-themed product.

This year, all that cheer does not seem to be translating into higher sales in China, said market sources and consumers.

Back-to-back online shopping festivals on Nov 11 (11-11) and Dec 12(12-12)-with Black Friday and Cyber Monday thrown in between-appear to have tired shoppers such as Xiao Xuanwei, 24, a bank teller in Wenzhou, Zhejiang province.

Businesses, having given their all to online galas, appear to be exhausted as well and going through the motions, market insiders said.

Moreover, consumers are busy at work.

China’s economic resurgence and strong global standing have also stoked pride and interest in Chinese culture, values and traditions among the millennials, weaning them off the urge to copy or revere all things Western, especially Western brands, according to a survey.

An AT Kearney survey report said Chinese consumers are growing increasingly loyal to domestic brands, which don’t do a Christmas-themed hard sell.

Expatriate students and staff at international schools in China take part in on-campus charity bazaars in which they buy Christmas-themed candy, gifts and other paraphernalia. But this year, they appear to be too busy with mobile games on weekends. Campus bans on hand-held devices that facilitate mobile payments via QR codes appear to have somewhat dampened Christmas sales, said a teacher who requested anonymity.