Thanks “at home” November 5th 19:57
I have just left 2 months. At this time, you can see the year-end and New Year sales battles at department stores. Christmas, New Year lucky bag ... Hmm? Wait a second. Have you forgotten everyone? It was once called “standard”. That's right. But recently there seems to be some changes ... (Reporter of the network report department Yoshiyuki Kori Yoko Idegami)
On the net
There are various tweets on Twitter.
“It's time to think about year-end gifts.
“The year-end gift center may be up and feeling at the end of the year”
While there are voices that are accepted as an annual event, there were also opinions that questioned.
“Don't spend money on wasted relationships.
The aim is “for home”
Kotoshi's “Old Years' Sales Battle” I asked what the department stores had in mind. Of course, there are gifts to the people who have taken care of them, but the number is decreasing, and so-called “self-buying” of shopping for yourself is increasing. Therefore, each company is focusing on strengthening “home use” products.
“Seasonal” game
Sogo / Seibu stocked many seasonal foods. We have 247 items such as “How many soy sauce pickles from Hokkaido” and “Tangerines from Wakayama”. The wrapping and other simple packaging is used, and the game is based on the contents.
Easily upscale
Takashimaya is stating "I want you to enjoy it slowly at home." We prepared Colombian coffee, which has a small distribution volume, and roast beef wrapped in salt provided by popular restaurants. The idea was to focus on products that can easily enjoy authentic taste.
Everyone is happy
Daimaru Matsuzakaya Department Store is based on the concept of “enjoying with friends at home”. A powerful pizza with plenty of cheese in a colorful roll cake set. It means that you can make an instagram or have food that you can enjoy while having fun with your friends.
The year-end present seen in data
The year-end present that is changing to a form that they enjoy rather than thanking the people who helped them. You can find out more from the data. According to the Hakuhodo Institute for Life Research, which surveys the living conditions of citizens once every two years, 61.8% of the respondents answered that "year-end gift is a gift every year", but last year It decreased by 34.5 points to 27.3%.
As for “what we want to spend more in the future,” “Chinese gifts and year-end gifts” continued to be sluggish, and last year was the lowest of 25 items. By the way, the first place was "savings" for 18 consecutive years.
Isn't it difficult to get along with each other ?!
The year-end present that was once said to be a classic seasonal spending. Regarding the background of the decrease in the number of gifts, Akemi Natsuyama has cited changes in the economic situation and human relationships.
“While the bubble collapsed and the economy continued to stagnate, consumers could n’t sing for consumption, they had chosen what to spend money. I feel tired of relationships with people and tend to place more importance on myself than society. ''
As data supporting this, a research conducted by the research institute showed that 32% of respondents answered “I think it ’s awkward”, an increase of 7.9 points from 10 years ago. In addition, 44.3% of respondents answered that they have bought a reward for themselves, an increase of 15.3 points compared to 20 years ago, and it can be seen that people's line of sight is facing others. .
Thanks easily
On the other hand, there is also a movement to sell to the other party by knowing the meaning of the original year-end gift by delivering it to the partner in an easy way.
It is the year-end gift that can be thrown on the post that Rakuten, the online mail order giant, has started selling. Unlike courier service, there is no need for re-delivery and it is delivered to the other party's mailbox.
This means that we have 500,000 items, mainly items that are not bulky, such as kelp, chopsticks, and dashi sets. The person in charge says, "I'm glad that the gifter, the recipient, and the delivery person are not burdened, and that they can convey gratitude."
The beginning of the year-end present
How did the “year-end gift” start in the first place? According to Daimaru Matsuzakaya Department Store, it was once called “Thank you for the year-end gift”, and it was said that it was an event to bring the gifts necessary to welcome the spirits of ancestors to the head family and parents in the New Year.
After that, thanks to the people who are indebted to us on a daily basis, an annual event called “A Year-end Passage” began to take place. It is a word that indicates a gift to be delivered at the end of the year.
A year-end gift that changes with the passage of time. I felt that it reflects the hearts of the people of that era.