The Holiday We Should Celebrate More

Lunar New Year lasts weeks—let’s bring that spirit to store shelves.

Think about it—most holidays in the U.S. are a blink-and-you-miss-it kind of deal.

• Valentine’s Day? One day.

• New Year’s Day? One day.

• Christmas, Thanksgiving, Halloween, St. Patrick’s Day, Cinco de Mayo, July 4th? All just one day.

And yet, for weeks before and after, you’ll find store shelves overflowing with themed decorations, candy, and gifts. Entire aisles dedicated to red hearts, green clovers, stars and stripes, or spooky skeletons. By the time the actual holiday rolls around, you’ve already seen it all a dozen times.

Now, let’s talk about Lunar New Year—a holiday that spans weeks. It’s a celebration filled with traditions, from pre-New Year cleaning and family feasts to the Lantern Festival that marks the grand finale. But when you walk into most stores, what do you see? Maybe, just maybe, a small section of red envelopes and paper lanterns, tucked away like an afterthought.

Take the TJ Maxx display I photographed right before Christmas 2024. It was sparse—a lukewarm nod to one of the most vibrant celebrations of the year. And by January 2025—before Lunar New Year even arrived—Valentine’s Day had already taken over.

So, what’s the takeaway? Asian Americans need to claim and amplify this holiday for themselves. If businesses aren’t ready to fully embrace it, we have to lead the charge, showing its beauty, its traditions, and its significance. From community events to showcasing the richness of Lunar New Year in our own spaces, it’s on us to make this celebration shine as brightly as it deserves.

A Missed Opportunity for Businesses

American businesses love to capitalize on holidays. So why is Lunar New Year—the longest and most festive celebration of the year—barely a blip on the U.S. retail radar?

Sure we could use more vibrant reds, golden dragons, and fun Lunar New Year decor - it is a holiday season that is celebrated by millions in the U.S. and billions around the world. It’s a time for families to gather, for communities to come alive, and for traditions to shine.

Businesses have the chance to embrace this. The measure ought not to be temporary or token gestures. Imagine Lunar New Year-themed sales, menus, events, and yes, well-stocked shelves that reflect the importance of the season.

What Lunar New Year Brings to the Table

The season of Lunar New Year has layers:

• Preparing the home with cleaning and decorations.

• Feasting with family on New Year’s Eve.

• Visiting loved ones with gifts and good wishes.

• Honoring ancestors and welcoming good fortune.

This holiday invites everyone to slow down, reflect, and reconnect. There is no rushing to grab candy on clearance the day after.

The Call to Action

So, to American businesses: think about this. If we can dedicate entire aisles to Valentine’s Day chocolates and Halloween costumes for weeks leading up to a single day, why aren’t we doing the same for Lunar New Year? Here’s a survey done that shows that 66% of those who celebrate Lunar New Year spend between $100 and $1000...learn more about the survey that was done by my son.

Lunar New Year is a celebration that lasts, that grows, that brings people together. It’s a chance for communities and businesses alike to rise to the occasion. Let’s bring the vibrancy of Lunar New Year to the shelves, the streets, and beyond.