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Analysis of Japanese Purchasing Trends for 2026 Valentine's Day

As Valentine's Day approaches in 2026, Shopify Japan has recently released its analysis of purchasing trends based on sales data from Shopify merchants across Japan. This analysis covers the period from mid-January to mid-February, highlighting the increase in sales as the day of love draws near. The results reveal a notable surge in sales across a wide range of categories, from sweets to beauty and hobbies, showcasing how retail businesses in Japan are effectively capturing seasonal demand.

Chocolate as the Center of Expanding Demand

In the weeks leading up to Valentine's Day, the demand for candy has significantly increased, with chocolate-related products leading the charge. The data shows impressive year-on-year growth:

• - Chocolate: Up 144.2% compared to the previous month
• - Chocolate-covered fruits: Up 142.7%
• - Sugar-coated fruits: Up 134.2%

In addition to traditional chocolate offerings, there has also been a rise in sales for floral gifts and fragrance-related products:

• - Overall flowers: Up 77.6%
• - Fragrance oils: Up 73.3%
• - Roses: Up 60%

These figures indicate that while chocolate remains an iconic symbol of Valentine's Day, there is an expanding demand for complementary categories such as flowers and fragrances, broadening gift options available to consumers.

Rise in Beauty Category Driven by Event Preparations

The seasonal demand is not limited to confectionery, as significant sales increases have also been observed in the beauty category:

• - Blush & bronzer: Up 143.6%
• - Shampoo & conditioner sets: Up 90.1%
• - Face makeup: Up 54.3%

While chocolate forms the core of Valentine's demand, the growth in makeup and hair care products reflects the diverse consumer behavior driven by the events and outings that accompany Valentine's Day. This shifting purchasing behavior suggests that Valentine's Day is evolving beyond just a gifting occasion, impacting overall lifestyle consumption opportunities.

Increased Interest in Outdoor and Hobby Categories

As temperatures begin to rise, there has been noticeable activity in home and outdoor-related categories:

• - Planters: Up 162.8%
• - Pots and planter items: Up 130.1%
• - Dome tents: Up 394%
• - Fishing rods: Up 133.2%

The gradual increase in temperature from late January to February has prompted consumer interest in preparing living environments for early spring and engaging in outdoor activities. The data suggests a clear shift from winter-focused indoor living to purchases aimed at refreshing spaces, gardening, and planning for recreational activities in spring.

The Importance of Understanding Seasonal Demand

The acceleration in sales as February 14 approaches indicates how consumer behavior can change significantly within a short time around cultural events and seasonal transitions. The data confirms that the growing demand is not confined to traditional gifting categories like chocolate; instead, it extends to adjacent categories such as beauty, home, and outdoor products.

These findings underscore the necessity for retailers to recognize cross-category demand changes promptly and respond rapidly and flexibly in order to improve competitiveness in seasonal markets.

Shopify Japan's Country Manager, Michio Baba, commented: "Valentine's Day is one of the critical seasonal sales periods in Japan, characterized by substantial fluctuations in demand over a short time. The sales data reveals that while traditional gift items continue to lead consumer purchases, there is a significant shift towards adjacent categories such as beauty and home products. To succeed in seasonal marketing, it's vital to capture these changing signals early and optimize inventory, product assortment, and promotional strategies accordingly. Shopify will continue to support data-driven decision-making and operational efficiency through tools like our AI platform, 'Sidekick.'"

About Shopify

Shopify is a leading global commerce platform that provides essential services for commerce. From entrepreneurs to mid-sized and large businesses, Shopify enables retail operations including launching commerce, marketing, scaling, and management on a single platform. With operations extending to over 175 countries, Shopify aims to provide a better commerce experience for everyone, emphasizing speed, reliability, and security across its services. In Japan, brands like DAISO, Lifestyle Tree, Allbirds, KANADEMONO, and PAUL & JOE utilize Shopify’s services. For more information, visit Shopify Japan.