The coming Chinese New Year is the most festive holiday period for Chinese. It is also synonymous with consumer spending. This year, gold products once again have become the favorite among shoppers.

Over the last weekend leading up to Chinese New Year, Beijing's biggest gold store has been thronging with customers. One can hardly see the glittering objects through the crowd. The store manager is very pleased with the sales turnout.

Wang Chunli, general manager of Beijing Caishikou Department Store, said, "From January 1 to 3, we sold 500 million yuan ($79 million). The sales volume is likely to double compared to same period last year. I am looking at a total of 3 billion yuan ($475 million) for the month."

Consumers are also eyeing for economic gains. With the recent decrease in gold price, some are looking to grab the opportunity to make a wise investment.

A customer said, "The stock market is volatile, and the housing market is in a slump. I choose to invest in gold for its stability and prospect."

The appeal of gold is rising in recent years as an alternative investment. Many use it to hold down the value of their family fortune, and to avoid investment risks.

People rush to gold for the obvious financial benefits. But that doesn't explain all the enthusiasm. In Chinese culture, golden objects or even the color of gold represents wealth and prosperity. And as the Year of the Dragon is approaching, this lucky sign really matters.

To own a special Dragon-Year lucky bead pendant, the wait in line can take hours and cost at least 2000 yuan ($317). But nothing is too expensive when it comes to best wishes for loved ones.

Customers said, "I bought a gold dragon-shape pendant for my son. He was born in the Year of the Dragon 12 years ago. I hope it brings him good luck."

"I am buying golden bracelets for me and my sister - new year new start. Wearing gold is a good sign."

China has shown its growing appetite for gold as people's income increases. And in this world's second largest gold-consuming market, the festive gold rush is likely to continue till the first day of the Lunar New Year.