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Celebration of Valentine’s Day is a popular ritual in Japan, where participants often mark the occasion by exchanging chocolate gifts with romantic partners, family and friends. But as is so often the case with matters of the heart, love can be fickle. In fact, according to new research, fewer women in Japan plan on purchasing Valentine’s gifts this year.
According to the results of a recent study published by Rakuten, the number of female internet users in the country who will buy presents will fall by nearly 10 percentage points from 2016 to 2017, shrinking from more than 60% to just over 51%.
Why are fewer women giving Valentine’s gifts? That’s a matter of the heart, and the survey didn’t delve that deep.
But Valentine’s Day is not exclusively a romantic moment for consumers in Japan. A January 2016 survey by 7-Eleven Japan found that the most common attitude about the day was that it was an opportunity “to convey gratitude.”
This was echoed by Rakuten’s data as well. While more than 71% of respondents said they were buying gifts for an established partner, and more than 48% said they were buying for their family, fewer planned to use a gift to win over a potential love interest. Only around 5% of females in Rakuten’s research planned to purchase such presents for a “crush.”
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