❚ For sellers, May is a Midas touch
May in Japan unleashes an extraordinary spending spree. Millions of consumers take time off for travel and shopping—and companies, schools, and even government offices actively encourage it—fueling a massive surge in demand.
❚ May in Japan: the goose that lays golden eggs
Golden Week—Showa Day, Greenery Day, Constitution Memorial Day, Children’s Day—creates consecutive holidays lasting from four to ten days. During this window, e-commerce titans like Amazon and Rakuten roll out blockbuster events. In 2022 alone, Golden Week retail sales climbed 3.6%, hitting ¥12.388 trillion (USD 85.2 billion).
❚ How to help the goose lay more eggs
With roughly 75 million working‐age Japanese on holiday, sellers need to be primed for peak traffic and conversion. Key tactics:
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Culture-driven campaigns
Weave family, nature, and tradition into your messaging to resonate with Japanese values. -
Limited-time offers
Drive urgency with exclusive Golden Week discounts, bundles, or flash sales. In an era of rising living costs, value-focused deals will win conversions. -
Mobile-first outreach
Prioritize mobile-optimized content. Leverage location-based ads and timely push notifications to reach consumers on the go.
❚ Proceed with caution
Golden Week promotions have evolved over nearly 50 years—Japanese shoppers now expect exceptional pricing and creativity. Success hinges on how you localize the universal theme of “familial love.” With us, Let’s collaborate to design a marketing strategy and creative that captures this moment and maximizes your Golden Week returns.
