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Valentine's Day 2026: Women's Chocolate Giving Insights

As Valentine's Day approaches, a recent survey conducted by Japan Information Co., Ltd. sheds light on women's intentions and feelings regarding the tradition of giving chocolate. This internet survey gathered responses from 900 women aged between 15 and 59 across Japan from January 15 to 16, 2026. Here are the key findings that provide an overview of how women plan to participate in this year’s celebrations.

Chocolate Gifting Trends

The survey reveals that approximately 47% of women plan to give chocolates this year, showing no significant change compared to previous years. Interestingly, the trend of gifting both 'My Chocolate' and 'Oshi Chocolate' has been increasing. While those who plan to gift chocolates remain steady, there is a noticeable decline among younger groups, especially high school girls, indicating they are less likely to participate in chocolate giving than in prior years.

Impact of Price Increases

Over 53% of participants reported feeling the impact of rising prices, with 12% of those who are opting out of giving chocolate citing the cost as a reason. Despite this, the average budget for Valentine's gifts remains around 4,586 yen, showing only a slight decrease of 55 yen from last year. This budget is set to cater to about 4.2 recipients, which likewise reflects only a small drop in the number of people women intend to gift chocolates to.

Shopping Preferences

When it comes to where women plan to buy their chocolate, supermarkets ranked highest at 34%, closely followed by department stores at 33%. In contrast to rising prices experienced in physical stores, the popularity of e-commerce and specialty chocolate shops has seen an uptick, while the trend of homemade chocolates has slightly declined. This shift indicates a growing propensity towards convenience amidst economic challenges.

Criteria for Selecting Chocolates

Selecting the best chocolates is critical, with 'taste' and 'preference' recognized as the most important criteria. For 'honmei choco' (romantic chocolates), factors such as 'luxury appeal' and 'variety of flavors' continue to dominate. Conversely, when it comes to 'My Chocolate', affordability emerged as a significant criterion this year, reflecting the economic pressures influencing women's purchasing decisions.

Beyond Gifting

Among opportunities to enjoy Valentine's Day, only 23% of respondents expressed intentions to engage in activities beyond giving chocolate. The most popular alternative was making sweets for oneself, chosen by just 5% of participants. Adult women, whether married or single, are less likely to explore other options, focusing primarily on chocolate gifting.

The Essence of Valentine’s Day

For many, Valentine’s Day is seen as an opportunity to express gratitude, with 21% identifying it as a 'day of appreciation,' and 18% viewing it as a personal reward. However, 14% of women reported feeling it to be an 'inconvenience.' This mixed sentiment highlights how while many embrace the holiday, others feel it has become a burden.

Chocolate Gifting Inexperience

Among those who do not plan to give chocolates, nearly 40% have never participated in a chocolate-giving tradition at all. Interestingly, this percentage rises significantly among younger demographics, such as high school and college students, highlighting a growing divide in engagement with traditional practices among youth.

Reasons for Halting Gifting

Among women opting out of gifting chocolates, 33% mentioned a diminished significance of Valentine’s Day. With 22% indicating they no longer practice obligatory gifting and 12% citing price increases as their reason, these trends reflect changing perceptions of the holiday.

In summary, while many women are ready to embrace the spirit of Valentine’s Day with chocolate gifts, rising prices and shifting cultural attitudes present new challenges. The survey data reveals evolving traditions as younger women are more likely to lack experience with gifting chocolates, emphasizing a transition in how Valentine’s Day is celebrated. A full report containing further details is available for those interested in deeper insights into this year’s trends and sentiments surrounding Valentine’s Day.