#Japan #AI #Consumer Trends #Shopify #Shibuya, Tokyo

Shopify's Insights on 2025 Holiday Shopping Trends

As the 2025 year draws nearer, Shopify Japan has unveiled intriguing findings from a consumer survey conducted by Sapio Research. This extensive research, which surveyed 18,000 consumers and 7,500 small business owners across nine markets, offers key insights into spending trends during the Black Friday and Cyber Monday (BFCM) period and the overall year-end shopping season.

Rising Expenditures Amid Economic Concerns

In Japan, a critical highlight is the anticipated average spending during the BFCM period, which has surged by 16% to reach 15,387 yen, an increase of over 2,000 yen compared to the previous year. This surge in spending occurs against a backdrop of ongoing inflation and rising living costs, indicating a resilience among consumers regarding their shopping habits. Notably, during 2024's BFCM period, sales on the Shopify platform in Japan rose by 54% year-on-year, with the average purchase amount hitting 12,349 yen. These numbers clearly illustrate that BFCM is gaining significant momentum in Japan's retail landscape.

Shopify Japan's Country Manager, Michio Baba, reflects on the findings, stating, "The end of the year has traditionally been a vital sales period in Japan. However, the emergence of BFCM as another peak sales period is still not widely recognized. Each year, businesses in Japan are surpassing their records during the BFCM period, and this year’s expected 16% increase in consumer spending suggests it will be the largest BFCM to date. To harness this demand and build long-term loyalty, it is crucial for businesses to provide a consistent commerce experience that balances speed, reliability, and innovation rather than merely competing on price."

Changes in Consumer Behavior

There is a noticeable shift in consumer purchasing habits, especially among younger demographics. About 16% of Japanese consumers plan to start their holiday shopping earlier this year, and 9% have already commenced their shopping by the end of September. However, only 9% of companies intend to launch promotions before October. Particularly among the younger crowd, the enthusiasm is pronounced, with 33% of those aged 18 to 34 eager for the holiday season. Additionally, 42% of consumers planning to spend over 50,000 yen fall within this age group.

Consumers increasingly exhibit a cross-channel buying behavior, with 30% stating they intend to shop equally between online and physical stores. The survey reveals that consumers prefer purchasing high-ticket items in-store and opt for online shopping for lower-priced goods. Specifically, 31% of respondents indicated that they would buy smaller items online while making larger purchases in physical stores. Moreover, 27% revealed they browse online before heading to physical outlets to complete their purchases.

Value and Convenience at the Forefront

For consumers, value and convenience remain key priorities. While 39% claim that free shipping or free returns would enhance their loyalty to brands, only 5% have utilized such services thus far. Loyalty programs, exclusive offers, and fast delivery continue to play pivotal roles in purchasing decisions.

Another notable finding is the growing influence of AI in the buying process. This year, 51% of Japanese consumers plan to leverage AI to enhance their shopping experience, primarily for product discovery and finding discounts. Despite this trend, a significant portion remains skeptical, with 57% of respondents expressing concerns about how businesses use AI and 67% emphasizing the importance of purchasing from people rather than machines. On the corporate side, investment in AI technology is on the rise, with 81% of Japanese companies stating they have either invested in or plan to invest this season in AI tools to facilitate personalized recommendations, shopping assistants, and operational support.

The Shopify Experience

Shopify stands out as a premier global commerce platform, offering indispensable services for businesses of all sizes, from entrepreneurs to large enterprises. With its mission to enhance the shopping experience for everyone, Shopify operates in over 175 countries, emphasizing speed, reliability, and security. They provide a cohesive shopping experience whether online, in stores, or within integrated environments. Renowned brands across Japan, including DAISO, Lifestyle Tree, Allbirds, KANADEMONO, and PAUL & JOE, leverage Shopify's platform to optimize their commerce activities.

Through these research insights, it becomes evident that the 2025 holiday shopping season holds promise for retailers, ushering in new consumer patterns driven by technology such as AI and the enduring allure of online shopping.