How to fight the year-end sales season in Japan
December 2, 2022 at 11:37 AM
Finally, December has come, and 2022 is now less than a month away.
In Japan, the year-end atmosphere is also drifting, and the willingness to consume is increasing.
In Japan, year-end sales will begin in various industries, starting with Black Friday at the end of November.
Bonus is one of the major reasons for boosting consumption.
As I mentioned in the Black Friday article, most Japanese companies offer winter bonuses from late November to early December.
Because of this, it will be easier to sell expensive items in December.
In particular, big-name home appliances such as refrigerators, washing machines, TVs, heating appliances, and humidifiers are at their peak during this cold season because there are four seasons in Japan.
Each EC platform and retail industry will also implement various measures to encourage consumers' willingness to consume, including large sales and interest burden on installments.
As a matter of course, it is easy for Japanese companies to increase their sales by taking advantage of the year-end sales battle, but for companies outside Japan or entering the market, there is a risk that they will miss this culture.
In Japan, especially after New Year's Day at the beginning of the new year, consumption decreases dramatically, so missing year-end sales will have a significant impact on annual sales. According to Japan's Ministry of Internal Affairs and Communications, consumption from the beginning of the New Year to February is the lowest period of the year. On the other hand, December is the most expensive month of the year.
Sales are the most common promotional measures at this time of year, but there are also gift campaigns and bundle sales. influencer Marketing is one of the measures that will increase effectiveness at this time of loosening of the consumer.
In our experience, we feel that the effectiveness of the promotion of influencers for the same product is likely to increase in December when consumers are increasingly willing to consume it.
Furthermore, it goes without saying that combining influencer promotion and gift campaigns are expected to have a high effect.