Knowing how to plan your marketing actions according to Japanese consumer habits
In 2023, Starbucks Japan brilliantly exemplified this approach with its exclusive Sakura collection for spring, a perfect fusion of seasonal essence and caffeinated experience.
Win customers all year round with a strategic approach based on the Japanese marketing calendar
Seasonal advertising is an important part of reaching Japanese consumers. It is crucial for advertisers to understand and exploit the nuances of seasonal celebrations and traditional festivals that drive Japan.
Each season in Japan brings its own set of themes and emotions, providing the perfect backdrop to align promotions, advertising and product development with the changing pulses of the year. In spring, advertising campaigns are adorned with delicate cherry blossoms, rosy hues and symbols of renewal, capturing the spirit of new beginnings and blossoming opportunities.
In the summer, the ads take a different turn, focusing on traditional holidays and offering products designed to soothe the sweltering heat. In the fall, however, the ads are all about the beauty of autumn leaves, fireworks and vibrant colour palettes ranging from red to yellow. Finally, as winter approaches, the ads transform into a celebration of family warmth, luxury and indulgence, capitalising on the festive atmosphere of Christmas and New Year.
In Japan’s ever-changing advertising environment, staying in tune with current seasonal trends is imperative for any business looking to capture this dynamic market. Creating ads that seamlessly align with the current festivities ensures your message resonates meaningfully with your target audience.
Major periods in the Japanese marketing calendar
Let's take a look at the Japanese calendar to discover the highlights of the year when consumers can expect tempting offers and substantial discounts.
January to February: Fukubukuro and Winter Sales
The year begins with a bang with the "fukubukuro," mysterious lucky bags containing a variety of items sold at considerable discounts. This phenomenon, which captures the attention of the media and consumers, continues until the end of January.
In February, Japanese Valentine's Day stands out, where women give chocolates to the men in their circle, creating a unique promotional frenzy.
From March to April: New Lifestyle and Spring Transition
From February to the end of March, companies focus on "new lifestyle" promotions to accompany the calendar changes in April. Home appliances, gadgets and furniture are grouped together at attractive prices, anticipating the new fiscal and school year.
April also sees a fashion metamorphosis, with spring clearances making way for summer products that hit shelves in early May.
May to June: Golden Week and Rainy Season
The end of April marks the start of Golden Week, a series of consecutive public holidays, boosting the tourism industry.
Mid-June heralds the rainy season, prompting stores to offer products to combat the humidity.
July to August: Summer, Obon and Summer Sales
Japanese summer begins after the rainy season, with summer vacation for students and summer bonuses for workers.
Obon, a traditional three-day festival, is marked by holidays and price reductions of up to 60% at department stores.
September to October: Victory Sales and Regional Economies
Corporate-sponsored professional baseball teams trigger regional "victory sales" whenever they win playoff games. These limited-time promotions keep customers happy.
November to December: Holiday Season and End-of-Year Preparations
The end of the year sees a marketing boom with foreign events such as Singles Day and Black Friday.
Although Christmas is not celebrated, festive products are a must-have. It is also the time of preparation for the new year, leading to promotions related to household and shopping.
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