Japan's Christmas Paradox: Lower Budgets, Higher Self-Gifting

Why are Japanese Christmas budgets dropping 30% while self-gifting soars to 70%? Discover how inflation is reshaping Japan's holiday retail landscape and what it means for businesses entering this unique market.

◆Introduction: Japan's Christmas market is transforming—budgets down, self-care up

While Japanese consumers cut overall Christmas spending by 30% due to inflation, they're paradoxically spending more on themselves than ever. Over 70% of working women now buy self-gifts, and health-focused "caring gifts" are exploding in popularity. This episode reveals three major shifts: strategic "merikhari" spending, the 82% e-commerce adoption rate for seasonal shopping, and the pivot from material goods to experiential gifts. Professor Haru and Sakura guide you through Japan's most important retail season, offering insights for anyone doing business in—or simply curious about—Japan's evolving consumer psychology.

◆Note

• The content of this program is intended solely for informational purposes and reflects the personal views of the creators.
• Please make any investment or business decisions based on your own judgment and responsibility.
• This program does not endorse or recommend any specific financial products or investment strategies.