A guide to Japanese sales events: April to June 2020

Spring has arrived in Japan, and so too has the nicer weather. Holidays during this period are typically associated with appreciating members of the family so many Amazon.co.jp sellers will be able to position their advertising of their products to coincide with this. Like the other seasons, Japanese businesses usually have a thanks sale to sell out-of-season products at the beginning of spring so sellers can also create discounted items on their marketplace. Those selling confectionary or gifts will find this second quarter of the year to be highly profitable with a high influx of holidays that require giving heart-felt gifts to each other such as Mother’s Day, Father’s Day and Easter. Spring is also a perfect time to sell your Amazon products due to Golden Week where workers get time off work while celebrating several holidays. Due to the high number of people taking this time to vacation, those selling travel items and cameras might find an increase in traffic to their products. 

  • Spring Thanks Sale - A sales campaign to usually sell products that are out of season this will include winter coats and any unwanted stock celebrating winter
  • Easter – 12th April 2020. It is not the biggest celebration in Japan but is gaining popularity with confectioners who are aiming to commercialise it by selling chocolates and candy.
  • Golden Week – A week that lasts from the end of April to early May. In 2020 it will last from 29th April to the 5th May. A week containing several Japanese holidays that many Japanese people get off from work. Many people take vacations during this week so holiday gear sells well including tents, cameras, travel bags and suitcases.
  • Children’s Day – Celebrated on 5th May. Part of Golden Week. A Festival that celebrates the health and happiness of children, in particularly boys by flying Koinobori (windsocks/kites shaped like carp). Toys and chocolate sell well.
  • Mother’s Day – Celebrated on the 2nd Monday of May. In 2020, it will be celebrated on the 11th May. Similar to US/EU version. Mothers are celebrated and given gifts by their children.  Perfumes, personalised gifts and chocolates will all sell well.
  • Father’s Day – Celebrated on the 3rd Sunday of June. In 2020 it will be celebrated on the 21st June. Similar to US/EU version. Fathers are celebrated and given gifts by their children. Cologne, personalised gifts and chocolates all sell well for this day.
Looking for more insights into the Japanese marketplace? 

Japan represents a significant market opportunity for those looking for more than European or US markets. Get in touch with our Amazon experts and let us know how we can help your business grow it’s online sales internationally.