The 2025 New Year's Day department store sales rush kicked off across Japan on January 3, marking the beginning of the post-holiday shopping spree. Major retailers like Takashimaya, Daimaru Matsuzakaya, and Sogo Yokohama welcomed thousands of eager customers, eager to snag special offers and traditional lucky bags.
This year, many leading department stores opted for closures on January 1 and 2, aiming to improve the working environment for their employees. According to Takashimaya, the decision was made to allow staff to spend more time with their families during the New Year celebrations, providing them with much-needed rest after the hectic holiday sales season. These moves were widely welcomed by employees, with many citing the positive impacts of the breaks. One employee remarked, “I was able to celebrate the New Year with my family.”
Notably, Takashimaya’s flagship store in Nihonbashi reported remarkable results on its reopening day. The store experienced an impressive 30% increase in sales and customer footfall compared to the same day last year. Chief of Sales, Takaya Nakamura, commented, “Employee motivation is more important than the sales we could have gained. A refreshed staff leads to happier customers.” The atmosphere at the store was vibrant, characterized by long lines of eager shoppers waiting for the doors to open.
The historical tradition of selling 福袋 (fukubukuro), or lucky bags, remained immensely popular this year. These mystery bags, filled with various products sold at discounted prices, drew significant crowds. Sogo Yokohama reported selling out nearly all 19,000 fukubukuro within minutes of opening, attesting to their popularity. “I arrived early to get my fukubukuro!” shared one shopper excitedly, after purchasing her bag just as the store doors opened at 10 AM.
Meanwhile, Takasaki Takashimaya saw its first sale after more than 40 years of continuous operations on both January 1 and 2, garnering quite the attention. Returning to the sales floor on January 3, approximately 13,000 shoppers surged through the entrance, drawn by over 8,000 fukubukuro and other discounted items. A delighted local woman noted, “Though the store opened later, the excitement felt the same. I found all my favorite items!”
Additional reports indicated steady foot traffic at Daimaru Matsuzakaya, where families flocked to enjoy the festive atmosphere, recounting successful shopping experiences. “It was great to see so many families shopping together. We could really feel the joyous New Year spirit,” said one customer sharing her experience at the store.
Takashimaya and other retailers not only competed for sales but also emphasized their commitment to enhancing customer experiences. With the closures on January 1 and 2, stores devoted more effort to crafting appealing events, including workshops and festive activities for families. Isetan Shinjuku, for example, hosted special events and family-friendly workshops to engage visitors and enrich their shopping experience.
Interestingly, the department stores also noted high demand for non-marked down items. Amidst the traditional rush for sales, shoppers increasingly focused on purchasing quality pieces they could use long-term, like jackets and colorful sweaters. This shift signifies changing values among consumers, who are now prioritizing practicality alongside price.
International visitors, too, played their part in this New Year’s frenzy. There was a noteworthy uptick in sales of luxury brands, with many foreign tourists splurging on high-end merchandise, sustaining the positive momentum experienced throughout 2024.
Despite challenges such as staffing shortages and the need for enhanced retail experiences, this year’s New Year’s Day department store events illustrated both resilience and adaptation. With more stores likely to follow the trend of closing for the early part of the New Year holiday to support their workforce, the future of shopping during this period will likely evolve even more.
The excitement and hustle of the New Year’s sales have set the tone for the retail sector as it embarks on another year, promising exciting developments and trends to come. The shopping culture surrounding New Year’s Day is not just confined to Japan, but rather encapsulates the joy and enthusiasm of welcoming the new year with family, friends, and of course, stunning bargains.