Golden Week is one of the most anticipated holidays in Japan, where people take an extended break to celebrate several national holidays that occur in the same week. This annual holiday period is known for it's bustling activity, with people travelling across the country and engaging in various leisure activities, including shopping. As a result, Golden Week presents a significant opportunity for eCommerce businesses to capitalise on the increased consumer spending during this time.

The Golden Week is a collection of four national holidays within seven days. In combination with well-placed weekends, the Golden Week becomes one of Japan's three busiest holiday seasons, besides New Year and the Obon week. This week-long holiday will span from April 29 to May 5 including:

Showa Day ((Showa no Hi))– April 29

Constitution Memorial Day (Kenpo Kinenbi)– May 3

Greenery Day(Midori no Hi) – May 4

Children’s Day(Kodomo no Hi) – May 5

The size of the eCommerce opportunity during Golden Week cannot be overstated. In 2021, the holiday period saw a spending boom, with Japanese consumers spending an estimated ¥87.9 billion (USD $799 million) on online shopping alone. This figure represents an increase of over 20% compared to the previous year. eCommerce sales during this holiday period also accounted for over 10% of total online sales for the year.

With the eCommerce market in Japan expected to grow significantly in the coming years, Golden Week presents an excellent opportunity for eCommerce businesses to establish a strong foothold in the market.

To capitalise on the consumer shopping habits during Golden Week, eCommerce businesses should consider the following strategies:

  1. Plan for increased demand: During Golden Week, there is a surge in demand for products and services, and eCommerce businesses should be well-prepared to meet this demand. This includes ensuring that your website can handle the increased traffic, stocking up on popular products, and ensuring that your supply chain is well-organized.

  2. Offer promotions and discounts: Japanese consumers are known to be savvy shoppers who are always on the lookout for a good deal. Offering promotions and discounts can be an effective way to attract customers and increase sales during Golden Week. Avoid discount fatigue through the creation of an event and personalised features that feel exciting and new to the consumer.

  3. Cater to local preferences: Japanese consumers have unique preferences when it comes to shopping, and it's important to understand these preferences and cater to them. For example, Japanese consumers often prefer high-quality products, and are keen to shop international products.

  4. Engage customers through social media and influencers: Social media is a powerful tool for eCommerce businesses to engage with customers and promote their products. During Golden Week, businesses can use social media to run promotions, share special offers, and create buzz around their brand. The key here is to create a wave of excitement from both brand owned channels and through trusted partners including media and influencers.

In conclusion, Golden Week presents a massive opportunity for eCommerce businesses in Japan to increase sales and establish a strong presence in the market. By understanding consumer shopping habits during this period and implementing the right strategies, businesses can effectively capitalise on the surge in demand.

If you would like to know more about Golden Week and eCommerce growth in Japan, get in touch with the team at eComplete.

We carry a large international team that can support you in your expansion both in domestic and international markets.

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