❚ What is the Obon Holiday?
Obon (お盆) is one of Japan’s most significant summer holidays, typically running from August 13 to 16, with many companies extending it into a 4–7 day break.
During this period, most Japanese people travel to their hometowns for family gatherings and ancestral memorial visits.
Some businesses shut down entirely, creating what is often called the “Summer Golden Week”.
❚ How Obon Impacts E-Commerce
(1) Traffic Decline
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Many consumers are in travel or family environments, away from shopping devices.
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Desktop-heavy demographics, especially ages 40–60, show a noticeable drop in activity.
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Weekly PV (page views) can fall 15–30% compared to average weeks.
(2) Weakened Purchase Intent
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Spending shifts toward offline categories such as dining, travel, and accommodations.
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The mid-year bonus (賞与) is often already spent, leaving less disposable income for online shopping.
(3) Logistics Delays
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Major couriers (Yamato, Sagawa, Japan Post) see delivery lead times extend by 1–3 days.
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Refrigerated and frozen goods may face shipment restrictions.
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Extended delivery times can increase cart abandonment rates.
❚ Strategies to Defend Sales During Obon
(1) Pre-Sale & Scheduled Delivery
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Peak promotions should be set before the holiday (August 5–10), offering “delivery after Obon” options.
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Messaging such as “Order now and receive it right after your holiday” works effectively.
(2) Holiday-Focused Product Categories
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Boost sales in categories like travel-sized appliances, portable fans, outdoor gear, cooling towels, and ice packs.
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Gift sets (お土産) and ceremonial items for family gatherings see strong sales in early August.
(3) Points Multiplier Campaigns
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On platforms like Rakuten and Yahoo! Shopping, double or triple points promotions during Obon can soften declines.
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ROI analysis is essential, as category performance varies widely.
(4) Mobile-Centric Marketing
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Email open rates drop on PC during Obon—shift focus to mobile channels like LINE Official, Instagram Stories, and TikTok.
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Use short, visual content to encourage engagement even from travel locations.
❚ Turning the Season into an Opportunity
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Urgent or daily essentials: Last-minute purchases due to loss or damage during travel.
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Digital goods & online services: With no shipping risk, these categories can see increased leisure-time consumption.
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B2B replenishment: Some industries see a surge in orders just before or after Obon to restock inventory.
❚ Conclusion
Obon creates a predictable seasonal sales dip in Japan’s e-commerce market.
However, with strategic planning, it can be transformed into a differentiated opportunity.
The real challenge lies in deciding “when to create a sales peak, and which channels to leverage.” During holiday seasons, defending sales depends less on discounts and more on timing and product planning. Bottleship INC. always suggest the best plan for you.
