#Japan #Shibuya #Golden Week #Ponta #Loyalty Marketing

Understanding 2026's Golden Week Spending Habits

A recent survey conducted by Loyalty Marketing Co., which operates the Ponta point service, sheds light on how individuals in their 20s to 60s plan to spend Golden Week 2026. Conducted in collaboration with the radio program "Mabuchi & Watanabe's #BizTopi", the study revealed some intriguing patterns influencing holiday choices.

Key Findings of the Survey

Trend 1: Most Workers Opt for a 5-Day Holiday

The survey noted that approximately 41.4% of respondents will enjoy a five-day break from May 2nd to May 6th, 2026. Notably, 19.2% indicated they would not have any holidays at all. Furthermore, when it comes to the frequency of scheduling outings during the holiday, about 36.9% mentioned they intend to go out for one or two days, while 33.5% plan to stay mostly home.

Trend 2: Staying Home is Popular

Interestingly, a dominant 27.0% of respondents stated that they prefer to spend their Golden Week at home. Reasons for this preference included a desire to relax (59.6%) and to avoid crowds (51.9%). Activities planned for home included watching television and relaxing, with nearly half of respondents preferring to keep it low-key.

Trend 3: Limited Spending Plans

Four out of ten people (40.4%) reported no plans for significant expenditures over the holiday, while 34.1% expect to dine out or order take-out. The inclination to maintain budget constraints was reflected in the finding where 37.7% of respondents indicated they would not be particularly conscious about their spending.

Trend 4: Importance of Refreshment and Avoiding Crowds

When considering their holiday plans, individuals emphasized the need for refreshment (37.2%), avoiding crowded places (31.9%), and being able to go at their own pace (28.7%) as priority factors in their planning.

Trend 5: Summer Vacation Outlook

As for the upcoming summer vacation, approximately 46.6% of respondents stated they have no substantial plans, reflecting a cautious approach toward spending. With inflation pushing up costs for leisure activities and travel, sticking to a practical mindset has become a significant consideration for many individuals.

Expert Opinions

Comments from Economic Analysts

According to economic analyst Mariko Mabuchi, 2026's large holiday reflects a pivotal moment where spending patterns shift due to economic constraints. With nearly 40% of respondents indicating no major expenditures, the focus is turning towards personal enrichment rather than traditional leisure pursuits.

Fellow analyst Hiroaki Watanabe noted the substantial diversity in work styles, as reflected by survey results showing nearly one-fifth of respondents reporting no holiday. The need to curate personal experiences based on individual values has emerged as a successful approach for a fulfilling holiday.

In conclusion, the trends highlighted by this survey provide an overview of how Japanese workers are adapting their holiday behaviors amid economic pressures while still valuing personal well-being during the Golden Week.