Survey: 52% of HKers worry about GBA spending impact on local shops

While more Hongkongers are spending significantly in the Greater Bay Area (GBA), 52% express concerns about the negative impact of this spending on local shops, research finds. Meanwhile, GBA consumers are opting for more personalised experiences. 

Conducted by Ipsos, the research explored three key consumer segments: northbound Hong Kong residents, southbound mainland Chinese visitors, and mainland Chinese residents in Hong Kong. The insights are based on the Ipsos proprietary survey for 2025, aimed at understanding the behaviour of Hong Kong residents travelling to the GBA and GBA residents visiting Hong Kong.

Decoding cross-border consumption, the research finds that Hong Kong residents aged between 18 and 64 spend HK$10.6 billion monthly in GBA. Additionally, 45% of Hong Kong residents travel to the GBA at least once a month, making an average of 1.3 trips per month. This indicates that the northbound shift is a regular occurrence rather than a rare trip.

When spending in the GBA, value and variety are the primary motivations. 73% of local residents indulge in a wide range of food and dining options, 67% seek more affordable purchases, and 66% spend on weekend trips and tourism.

While Hong Kong residents are spending a significant amount in the GBA, they also face consumer conflicts. 52% express concerns about the negative impact of this trend on local shops and are seeking reasons to spend their money at home, presenting an opportunity for the local retail market. Notably, 36% of respondents are seeking exclusive deals for "Hong Kong residents," while 40% desire diverse, creative, and exciting dining options unique to Hong Kong. Additionally, 34% identified better and more welcoming service as a key reason to spend more locally.

The results indicate a need for Hong Kong businesses to make local customers feel valued through targeted offerings, enhance creativity and uniqueness that cannot be replicated, and prioritise superior service as the ultimate differentiator. 

The southbound opportunity

Diving into new GBA traveller patterns, the research reveals that 72% are social explorers travelling with partners, family, or friends in search of shared experiences. 83% prioritise a blend of shopping, tourism, and entertainment, while 69% stay for more than one night, turning their trips into planned leisure getaways.

GBA consumers now prioritise high-quality, personalised experiences over mere ownership, reflected in a 78% rise in the experience economy. Additionally, 94% of past visitors intend to return, providing a strong foundation for repeat business.

The research highlights Hong Kong's unique advantage, as GBA visitors perceive it as a hub of quality and trust: 32% view it as a leading global city, while 20% see it as a trusted global financial centre.

To enhance the experience for GBA visitors, Hong Kong businesses can reduce points of sale friction by integrating preferred payment methods, as 39% of GBA visitors prefer broader acceptance of mainland mobile payment apps. Businesses can also offer smart, exclusive discounts, as 56% of visitors are interested in direct discounts specifically for them. Furthermore, 31% of GBA visitors are seeking better, more patient, and welcoming customer service, so businesses should consider ways to make them feel truly welcome.

Engaging the new Hongkongers

As more mainland Chinese residents (MCR) move to Hong Kong, the research identifies them as a new growth segment. Close to 60% earn higher incomes than the average population, making them an affluent market. Many plan to stay long-term, investing in their careers and finances in the city while bringing their spouses and children.

While both MCR and native Hong Kong residents travel to the GBA, their needs differ. The research indicates that MCR have a strong desire for social connections, whereas native Hong Kong residents prioritize diverse dining options and value-driven purchases.

In terms of barriers to integration, 53% of MCR moving to Hong Kong identified the cost of living as a key challenge. Additionally, 43% and 41% cited overcoming cultural differences and establishing relationships as significant hurdles to full inclusion. These social challenges contribute to their search for connection. The research suggests that local businesses adopt strategies to help MCR feel understood, socialised, and a sense of belonging.

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