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Autumn Outings and Outlet Mall Preferences Survey 2025

The season of autumn, with its pleasantly mild climate, invites people to venture outside. As the economy plays a crucial role in shaping these outings, a recent survey conducted by Mitsubishi Estate Simon Co., Ltd. in celebration of the 25th anniversary of Premium Outlets in Japan sheds light on current trends and expectations.

Survey Highlights

Held from August 1 to August 4, 2025, the survey gathered insights from 1,000 individuals aged 15 to 69 across the nation. The study revealed that the average budget for autumn outings is ¥31,018, reflecting a cautious yet positive approach towards spending influenced by potential government stimulus and fuel tax cuts.

Popular Outing Choices

Participants indicated preferences for outings focusing mainly on onsen (hot springs), gourmet dining, and shopping, with approximately one in three respondents showing enthusiasm for these activities. The survey also broke down the budget according to age, revealing that people in their 60s tend to invest significantly more—averaging about ¥41,742 for their outings.

Information Gathering Trends

In terms of gathering information about their outings, most respondents turned to the internet, with younger age groups leaning towards social media platforms. Notably, Instagram is favored by teens, and YouTube captures the interest of those in their twenties, indicating a significant shift in how younger generations plan their leisure activities.

Outlet Mall Preferences

Mitsubishi Estate Simon also examined the allure of outlet malls. A staggering 73% of respondents confirmed visiting such malls, with 87% of parents having memorable experiences there. Notably, 41% visited for non-shopping activities, indicating that these venues have evolved into multifaceted leisure spaces.

Value and Excitement

The outlet mall experience is primarily driven by the desire for discounted prices and engaging shopping experiences. When asked about the appeal of outlets, respondents cited affordable prices, seasonal sales, and a general sense of excitement as key factors attracting them. The average expenditure per visit is around ¥22,101, and older shoppers (in their 50s) reported spending above this average, showcasing their purchasing power.

Impulse Buying Phenomena

The impulse buying phenomenon is prevalent, with 66% of participants admitting to impulse purchases, while 60% have encountered unexpected finds during their visits. This behavior emphasizes the unique thrill of outlet shopping, where surprises and bargains are commonplace.

Celebrity Associations with Outlet Malls

The survey also explored respondents' perceptions of celebrities linked to outlet malls. For instance, Ann Mika was noted as a celebrity adept at discovering great deals, resonating with shoppers' desires for guidance on finding attractive offerings. Additionally, when asked about preferred celebrity shopping dates, Riko Yoshida emerged as a favorite for male respondents, while Takuya Kimura topped the female respondents’ list, indicating a blend of entertainment and shopping aspirations.

Conclusion

In summary, this survey paints a comprehensive picture of how Japanese consumers are gearing up for the autumn outings of 2025, particularly around the trustworthiness of outlet malls as reliable and enjoyable shopping destinations. As trends shift towards online information gathering and emphasis on experience, the foundation seems to be in place for a revitalized autumn outing season ahead.

Through this careful analysis, Mitsubishi Estate Simon is prepared to cater to the evolving preferences of its clientele while celebrating its rich history within the Japanese retail landscape.