Editor’s Note
This survey reveals resilient holiday spending intentions, with a majority budgeting over ¥10,000 for gifts despite economic pressures. The data highlights a strong focus on close relationships, with partners and children being the primary recipients of the most significant presents.
Over 60% of respondents plan to give Christmas gifts to someone this year. Despite high prices, over 80% have secured a budget of 10,000 yen or more.
Approximately 60% of respondents said they would give their most expensive Christmas gift to a partner such as a lover or spouse. One in three said their most expensive gift would be for their child, revealing a parental desire to give something that will bring joy without compromise.
High-end and jewelry brands ranked highly in the top 10 brands people want to give! ‘Nike’, which is not limited by generation or gender, took the top spot.
Whether ‘purchasing’ or ‘receiving’, over half of respondents said ‘using the secondary market is not a problem’ if the item has value or is in good condition.
The number one desirable ancillary service when purchasing a gift is authenticity verification (genuine guarantee)! Second place is gift wrapping, revealing needs specific to Christmas.
Over 60% plan to give Christmas gifts; over 80% budget over 10,000 yen despite inflation.
65.3% of respondents said they plan to give a Christmas gift to someone other than themselves this year.
Additionally, 15% plan to give themselves a Christmas gift, indicating that some people want to buy a reward for their year-round efforts during this once-a-year occasion.
Regarding the budget for planned gifts, over 80% said 10,000 yen or more. The largest group, 44%, answered ‘10,000 yen or more to less than 30,000 yen’. This suggests that the impact of recent inflation is less pronounced for Christmas gifts, with many wanting to buy desired or high-quality items without compromise.
Partner receives most expensive gift; parents prioritize child’s joy.
When asked ‘Who will receive your most expensive Christmas gift?’, about 60% answered a partner such as a lover or spouse. Additionally, 35.1% said their most expensive gift would be for their child, revealing that many think ‘I want to give my child something they will truly be happy with.’
High-end and jewelry brands dominate top 10; ‘Nike’ ranks first.
Ranking based on the question ‘If you are looking for a Christmas gift from a specific brand, which brand do you plan to choose?’ showed ‘Nike’ was the most common answer. Second was ‘Louis Vuitton’, and third ‘Tiffany’, with popular high-end and jewelry brands ranking in the top three. Other popular high-end brands like ‘Hermès’, ‘Gucci’, and ‘Prada’, as well as fashion trends on SNKRDUNK like ‘Supreme’, ‘Maison Margiela’, and ‘Sacai’ also appeared in the ranking.
For gifts to children, ‘Nike’, which is not generation-specific, also ranked first. ‘Pokémon Cards’ ranked second, highlighting their popularity.
Majority open to secondary market for gifts if condition/value is good.
When asked about using the secondary market (used/unused items) for gift purchases, 28.6% said ‘not a problem at all’ and 35.6% said ‘not a problem if the condition is good’. Additionally, 13% said ‘not a problem if it has vintage value’ and 29.9% said ‘would consider if the item is hard to find’. This shows that about 60% of respondents think ‘using the secondary market is not a problem’. It suggests many use the secondary market as a means to acquire valuable items, popular items, or items difficult to obtain through primary channels.
When asked ‘How would you feel if you received a gift from the secondary market (used/unused item)?’, the most common response was ‘Wouldn’t mind at all, would be happy if it’s something I want’ (39.3%), followed by ‘Wouldn’t mind if the condition is good’ (33.3%), and ‘Would actually be happier if it’s a rare/hard-to-find item’ (27.4%). This reveals that many have no resistance to gifts purchased on the secondary market, with over 80% of respondents ‘not minding if a gift is from the secondary market’.
Authenticity verification is top desired service; gift wrapping second.
When asked about desirable ancillary services when purchasing a gift, 66.8% answered ‘authenticity verification service (guarantee of genuineness)’. Amidst a ‘fake pandemic’ where about one in five people have experience purchasing counterfeit brand items/forgeries on flea market services etc. (*1), this result shows heightened attention to ‘authenticity guarantees’ as a means to prevent damage from counterfeit goods. Additionally, 45.7% answered ‘gift wrapping’, indicating a need for Christmas-specific wrapping services to make gifts even more special.
*1: 2025 ‘Survey on the Actual State of Flea Market Transactions’
https://prtimes.jp/main/html/rd/p/000000104.000043703.html
