Contents
Introduction
We’ve recently written about year-end shopping in Japan in our last article. Celebrating the new year in Japan, unlike many countries, tends to take a serene approach to welcome the fresh start. Including quiet celebrations like “hatsunode” where Japanese people wait for the first sun rise of the year, as it supposedly brings good luck.
Japan also tends to shut down stores during the new year, and most companies close for a few days from around December 29th until around January 3rd. This means that around new year is not a really big event for retail.
However, the calm atmosphere is swiftly replaced by an enthusiastic wave of consumerism immediately after the new year commences, as Japan embraces the tradition of “Fukubukuro” or lucky bags. In this article, we will delve into the Japanese culture of lucky bags and how businesses can also take advantage of this tradition to get more sales.
What is “Fukubukuro”?
“Fukubukuro” (福袋), consisting of the characters 福 meaning “fortune,” and 袋 meaning “bag,” literally means means a shopping bag that is filled with unknown random assortment of goods. It could almost be anything, from food, clothing, electronics, beauty products, and kitchenware. ”Fukubukuro” typically makes its appearance during the first few days of the new year, drawing massive crowds and generating a sense of excitement among consumers. The contents are expected to be discounted goods that can go up to 90% less the original listing price of the goods. Some lucky bags could even have lucky bag-limited goods that cannot be bought anywhere else. So imagine the excitement these lucky bags can bring to customers!
Examples of the Most Anticipated “Fukubukuro” this coming 2024
Let’s take a look at the ranking “fukubukuro” for next year based on last year’s lucky bag release, posted by a Japanese trendy information media, iemone.
Rank 3: 3COINS
Last year, they released “HAPPY BOX” that has a total of 7 types, priced at ¥330 and ¥550.
Contents:
- [330 yen (tax included)] Colored nails (12 nail polishes included), Accessories (piercing) 5 pieces, Accessories (earrings) 5 pieces, Accessories (hair accessories) 5 pieces
- [550 yen] (Tax included)]Interior miscellaneous goods (4 pieces), Kitchen miscellaneous goods (4 pieces), Kids miscellaneous goods (4 pieces)
Rank 2: Starbucks
Starbucks lucky bag contains 8 special goods including a cute quilted tote bag, donut cushion, lucky bag-limited stainless steel bottle, free drink ticket, and a mug set. Priced at 7,800 yen!
Rank 1: Mister Donut
And the most impressive one, according to iemone, is Mister Donut’s lucky bag! Queues could usually be seen outside Mister Donut during “fukubukuro” season as people anticipate the cuteness and limited lucky bags of the donut store!
Mister Donut’s Lucky Bag last year was a set of original goods in collaboration with Pokémon and a donut exchange card. Available in 3 types and prices: 2,400 yen, 3,600 yen, and 5,900 yen.
Benefits to Businesses
Businesses participate in the tradition of Fukubukuro, or Japanese Lucky Bags, for several strategic reasons, reaping various benefits from this unique retail practice:
1. Clearance of Inventory:
Fukubukuro allows businesses to efficiently clear out excess inventory from the previous year. By packaging surplus or slow-moving items into mystery bags, companies can make room for new merchandise, preventing overstock and potential losses.
2. Boosting Sales:
The limited-time availability and mystery surrounding Fukubukuro generate a sense of urgency and excitement among consumers. This heightened interest often results in a surge in sales as customers flock to stores to take advantage of the perceived value and potential savings offered by the lucky bags.
3. Marketing and Promotion:
Fukubukuro serves as a powerful marketing tool, attracting attention to businesses that participate in this tradition. The element of surprise and the potential for a great deal create a buzz, drawing both new and existing customers. The trend also generates word-of-mouth marketing, as individuals share their experiences and findings on social media platforms.
4. Customer Engagement and Loyalty:
By providing customers with a fun and unique shopping experience, businesses can enhance customer engagement and foster loyalty. The excitement surrounding Fukubukuro encourages repeat visits and brand loyalty, as consumers look forward to participating in the tradition each year.
5. Cultural Connection:
Embracing Fukubukuro allows businesses to connect with and celebrate Japanese cultural traditions. This not only resonates positively with local customers but can also attract tourists and international consumers interested in experiencing and participating in authentic Japanese customs.
6. Adaptability and Flexibility:
The concept of Fukubukuro provides businesses with flexibility in adjusting to market demands and consumer preferences. It allows them to adapt their offerings based on current trends and customer feedback, making it a dynamic and responsive retail strategy.
7. Online and Offline Traffic:
Fukubukuro events can drive both online and offline traffic. While physical stores witness an influx of eager shoppers, online platforms also benefit from increased website traffic and sales as consumers seek to secure their lucky bags.
In summary, businesses engage in Fukubukuro to strategically manage inventory, stimulate sales, enhance marketing efforts, build customer loyalty, and align with cultural traditions. The tradition has proven to be a win-win for both businesses and consumers, creating a vibrant and economically beneficial start to the new year in Japan.
Wrap-Up
In essence, Fukubukuro is a harmonious blend of commerce and culture, creating a vibrant and economically beneficial start to the new year in Japan. As businesses and consumers eagerly await the unveiling of mystery bags, the tradition becomes a symbol of optimism, renewal, and the shared joy of new beginnings.
