Valentine's Day is a hot season! Chocolate is a must-have for Japanese women during the holiday

As the Spring Festival approaches, Valentine's Day is also getting closer and closer. In Japan, Valentine's Day is the day when girls give gifts to boys, and the gifts are generally chocolates.

Recently, Japan's Rakuten market conducted a Valentine's Day chocolate survey on 200 women aged 20 to 40 across the country for this year's Valentine's Day.

When asked whether they plan to buy chocolates for Valentine's Day in 2021, 62.5% of women said they "plan to buy them."

This year, many people plan to buy "family chocolate" for their families and "reward chocolate" for themselves. In the survey, 69.6% and 40.0% of families buy chocolate for their families and themselves, respectively. And less than 40% of people buy "giri chocolate" (to express friendship and gratitude) for their bosses, colleagues, customers, and favors at work.

When asked about the number of items they would buy, 70% or more of the women answered “less than 5”, including “1” (11.2%) and “more than 2 to less than 5” (66.4%).

In addition, among the planned purchase prices of each chocolate, the ratios of "500 yen to 1,000 yen" and "1,000 yen to 2,000 yen" were the highest, both at 43.2%. The ratio of "2,000 yen to 4,000 yen" was 27.2%. ( 1,000 yen is approximately equivalent to RMB 61.34)

When asked about the most important factors when buying Valentine's Day chocolates , it was found that respondents valued the high-end and special feeling of chocolates! Among them, "premium/luxury" (56.0%) ranked first, followed by "manufacturer and brand" (41.6%) and " exclusive feeling " (31.2%) .

As for the channels for purchasing chocolate, due to the spread of the new coronavirus infection, the number of people considering purchasing on e-commerce websites has increased! Among them, the number of people who said they purchased on e-commerce websites is 1.8 times that of last year , 16.5% in 2020 and 30.4% in 2021)!

In Japan, Valentine's Day has long since moved beyond the audience of young couples and is more like a widespread carnival for women across the country. For Japanese sellers, it is undoubtedly a carnival as well.

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Valentine's Day

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