#Black Friday #Japan #Shinjuku #Cross Marketing

Insights on Black Friday 2025 in Japan

As Black Friday continues to grow in popularity in Japan, Cross Marketing has conducted an insightful survey that sheds light on consumer behaviors, preferences, and purchasing trends for 2025. Held on the fourth Friday of November, this shopping event originates from the United States and has gradually become a staple in Japan.

Survey Overview

The survey was conducted among Japanese men and women aged 20 to 69, with a particular focus on recognizing awareness, purchasing experience, expected product categories, reasons for shopping, and attractive discount rates. Here are some highlights from the survey results:

Awareness and Experience

• - Awareness: A significant 85.8% of respondents are aware of Black Friday. Among these, 39.7% have shopped on this occasion before.
• - Age Factor: Awareness increases with age, with over 90% of individuals in their 50s and 60s recognizing the event. Shopping experience is notably higher among those in their 30s and 40s, surpassing 40%.

Popular Product Categories

For Black Friday 2025, the most anticipated product categories for purchase are:
1. Food and Beverages
2. Fashion, Clothing, Shoes, and Bags
3. Daily Goods and Consumables
However, a considerable 47.5% of respondents indicated that they do not plan to make any purchases.
It is worth noting that women aged 40 to 60 are more likely to shop for food and beverages, while younger men in their 10s to 30s are focused on digital gadgets and electronics. Interestingly, males show a higher percentage of disinterest in Black Friday sales compared to their female counterparts.

Buying Locations

When it comes to where consumers plan to shop, general e-commerce sites and online shopping lead with 51.8%. General supermarkets follow closely at 38.5%.
Notably, 60.3% of respondents from the 50s age group prefer shopping online, whereas those in their 30s tend to favor shopping malls and food supermarkets.

Reasons for Shopping

The primary motivations for participating in Black Friday sales are:

• - Daily Use (Bulk Buying): 46.3%
• - Self-Congratulation Gifts: 31.4%

Individuals in their 30s are particularly inclined to shop for personal rewards, with more than 40% indicating this reason. Younger generations in their 20s and 30s also seek purchases as a form of stress relief or gifts for others.

Attractive Discount Rates

In terms of appealing discount levels, consumers generally find discounts of around 40% off attractive across categories such as fashion, furniture, electronics, and cosmetics. Specifically, categories like fashion and furniture see a higher frequency of consumers drawn to 50% off discounts.

Conclusion

The insights gathered from this survey by Cross Marketing paint a vivid picture of the evolving landscape of Black Friday in Japan. As it gains foothold in the cultural fabric and consumer practices, understanding these trends becomes crucial for businesses and marketers aiming to navigate this lucrative marketplace effectively.
For detailed data and analysis, please refer to the complete report here.

Company Overview:
Cross Marketing Co., based in Shinjuku, Tokyo, was established in April 2003 and specializes in market research and consultation that supports marketing initiatives.