The Latest Consumer Awareness Survey: Savings Trends Post-Bonus Season

In an illuminating release by Loyalty Marketing, Inc., the results of the 63rd Ponta Consumer Awareness Survey have been unveiled, showcasing significant trends in consumer spending and saving behavior for the winter bonus season of 2025. Conducted between September 26 and 29, the survey aims to provide valuable insights into how consumers plan to utilize their bonuses amidst changing financial priorities.

Key Findings of the Survey

Savings Remains a Priority

For the 12th consecutive year, the top preference for utilizing winter bonuses is to save or deposit money, with this choice reflecting a broader trend towards fiscal prudence. Notably, the spending on travel and food has seen a significant decline compared to last year, with more consumers leaning towards saving or investing their funds instead.

A closer look at the bonus amounts reveals that 64.6% of participants believe their bonus will be similar in amount to the previous year. Interestingly, the most common range of bonuses received falls between 400,000 to 600,000 yen, accounting for 20.7% of respondents.

Shifting Attitudes Toward Savings

In examining the specific uses for savings, it was noted that the number of individuals who have decided their savings goals has decreased for the second consecutive year, now standing at 37.9%. Among those who do designate their savings, there is a marked increase in people saving in preparation for potential health issues or disasters.

However, the leading reason for not saving or depositing the winter bonus is straightforward – many consumers allocate their bonuses towards living expenses and everyday necessities. This highlights a continual tension between financial aspirations and pressing day-to-day costs.

Frugal Mindsets Prevailing

Despite the enduring preference for savings, an intriguing detail emerged regarding frugality. Approximately 59% of consumers expressed a desire to save more, implying a change in mindset towards better financial management, although this figure shows a slight decrease of 1.5 points from previous tracking.

Insights on Point Usage

Moreover, when considering point usage and overall spending, it was found that those who are less inclined to save are often unsure about their financial goals, with 42.3% of this group indicating a lack of clarity. Conversely, among the savings-seekers, 46.0% are keen to utilize their bonuses effectively, displaying a robust enthusiasm for maximizing point services.

Survey Methodology

Conducted via the internet, the survey comprised responses from around 3,000 panel members who registered with Ponta Research. The respondents were diverse, encompassing various demographics from men to women across different age brackets - specifically, those in their 20s through to 60s.

The findings provide a rich tapestry of current consumer behaviors, reflecting a community that is increasingly inclined to prioritize savings in a fluctuating economic climate. The full details of the survey can be reviewed in the accompanying PDF argument, contributing to a deeper understanding of consumer priorities in Japan.

Whether you're a financial analyst, a business owner, or a curious consumer, these insights offer valuable reflections on contemporary spending and saving behaviors influenced by the latest economic trends.