In the Western retail world, November is synonymous with the feverish energy of Black Friday and Cyber Monday. It's a time when a significant portion of annual sales are decided. But what about Japan, the world's third-largest e-commerce market? Many Western businesses are left wondering, "Does Black Friday even exist in Japan?"
The short answer is: "Yes, it does. But it might not be what you expect."
Black Friday in Japan isn't a cultural phenomenon rooted in a national holiday like Thanksgiving. It's a relatively new trend, gaining traction around 2016 when major retailers like AEON and, crucially, Amazon Japan began introducing it. Consequently, the atmosphere is generally calmer than the frenzy seen in the West, with sales events tending to be more focused on online platforms.
However, this doesn't mean the opportunity is any smaller. On the contrary, it marks a critical period when Japanese consumer spending for the year-end season begins to surge, with an incredibly high concentration on online shopping. For any brand looking to enter the Japanese market, this is a period you absolutely cannot ignore.
So, how does Black Friday play out on Japan's two e-commerce giants, Amazon Japan and Rakuten?
❚ Amazon Japan's Black Friday: Global Standards and Speed
For Western sellers, Black Friday on Amazon Japan will feel very familiar. It leverages the global Amazon branding, launching a massive sales event under the official "Black Friday" banner.
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Key Characteristics:
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Time-Sensitive Deals: The event is driven by a sense of urgency, built around "Limited Quantity Deals" and "Lightning Deals."
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Global Recognition: Consumers who are already familiar with the Black Friday concept show significant interest.
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Powerful Logistics: Amazon’s FBA (Fulfillment by Amazon) service is a massive advantage, ensuring fast and reliable delivery.
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Effective Sales Strategies:
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Secure Your Inventory: To avoid a "sold out" crisis, ensure your products are stocked in FBA warehouses well in advance.
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Leverage Amazon Ads: Actively use Sponsored Products and Sponsored Brands to get your items to the top of search results.
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Create Attractive Deals: Instead of just slashing prices, consider creating exclusive bundles or limited-edition products that appeal to Japanese consumers' preferences.
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❚ Rakuten's Black Friday: It's All About the Points
As Japan's "national online marketplace," Rakuten takes a more localized approach. Its most powerful weapon is the incredibly popular "Rakuten Super Points" system.
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Key Characteristics:
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Maximizing Point Rewards: Rather than simple discounts, the main draw is dramatic point-back offers like "10x Points" or "20x Points." Japanese consumers are extremely savvy and responsive to these incentives.
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Linked Campaigns: Black Friday is often linked with other major Rakuten events like the "Okaimono Marathon" (Shopping Marathon), where the point multiplication rate increases as customers shop from more stores.
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High Brand Loyalty: Rakuten offers sellers more freedom to customize their storefronts and communicate directly with customers, making it ideal for building a loyal customer base.
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Effective Sales Strategies:
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Build a Points Strategy: In addition to price discounts, offering bonus points is a must. It is one of the most powerful marketing tools on the platform.
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Issue Coupons: Actively use the various coupon types supported by Rakuten (e.g., discounts for purchases over a certain amount) to drive conversions.
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Utilize Email Marketing: Leverage Rakuten's CRM tools to notify your existing customers about Black Friday promotions in advance, encouraging repeat purchases.
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❚ Your Success in Japan Starts Now
In conclusion, while Japan's Black Friday has its own unique characteristics, it is undeniably a major sales event that kicks off the crucial year-end shopping season. A successful strategy requires appealing to both the Amazon customer who values speed and convenience and the Rakuten shopper who is expertly collecting points.
Success isn't just about listing your products. It's about deeply understanding Japanese consumer culture, adapting to the nuances of each platform, and implementing a truly localized strategy.
We are here to help your brand take its first successful step into the Japanese market. Ready to move beyond questions and build a concrete, professional strategy for your Japanese e-commerce launch? Contact us today to discuss a custom market entry plan tailored specifically for your brand.
