April to June Japan E-commerce Calendar 2025

Last updated on April 17, 2025

From April’s cherry blossoms to June’s drizzle, Japan’s second quarter offers a shifting backdrop for brands, both visually and commercially.

Japanese consumer moods change with the weather. Energy runs high in spring, but the rainy season can dampen more than just the pavements. For e-commerce, it’s a time of opportunity, if you know where to look.

This guide takes you through Japan’s April to June calendar, spotlighting key retail moments and subtle seasonal cues that shape how people shop.

Overview:

April's Marketing Highlights

April in Japan isn’t just about pretty petals and warmer afternoons. It marks a national reset. New fiscal year. New school year. New everything. The air’s full of fresh starts, and that goes double for shopping habits.

People are in the mood to begin again. And that’s your cue.

April Fools' Day

The month starts with a wink. April 1st in Japan has become a corporate tradition of playful pranks and imaginative one-offs.

Brands lean into humour and surprise, often going viral with wild but well-crafted stunts. It’s a rare moment where being silly can seriously boost your reach, if done right.

Cherry Blossom Season

Mid-March to early April marks the start of the sakura (cherry blossom) season, a time when both locals and tourists flock to parks for hanami (flower-viewing) picnics and parties. This period is not only significant for tourism but also for retail, as companies roll out cherry blossom-themed products and promotions.

The cherry blossom season is deeply embedded in Japan’s cultural psyche, symbolising the transient beauty of life. For brands, creating campaigns that respect and embrace the sakura theme can forge meaningful connections with both Japanese and international audiences, making it a pivotal moment for culturally sensitive marketing initiatives.

Spring Thanks Sale (春の感謝セール)

The Spring Thanks Sale is not just a clearance event for winter stock but a celebration of the new season’s arrival. With deals on everything from fashion to home electronics, it’s a chance for consumers to refresh their lifestyles with the latest trends and products.

Promotions tied to the season’s spirit of renewal tend to land well, especially when they feel fresh and forward-looking.

May's Marketing Highlights

May in Japan is when the mood shifts from fresh starts to full-on celebration. The weather settles into something comfortable (or downright sticky if you’re down south), and everyone’s looking for an excuse to get outside (or get away).

Golden Week (黄金週間)

This is the big one. Golden Week (or ‘GW’) is a cluster of public holidays from late April to early May that turns the country into one big out-of-office message.

The tourism industry, in particular, finds a golden opportunity to entice adventurers with enticing deals on flights, accommodations, and experiences, capitalising on the nation’s collective itch to explore.

Beyond travel, Golden Week energises various sectors.

The anticipation of a week-long holiday drives a surge in demand for travel essentials and leisure products. From the latest tech gadgets to enhance vacation experiences to outdoor equipment for the adventurous spirit, this period is ripe for businesses to showcase solutions that promise to elevate the travel experience.

Children's Day (こどもの日, Kodomo-no-Hi)

May 5th is all about the kids. The skies are adorned with koinobori (鯉のぼり), vibrant carp-shaped windsocks that dance in the wind, each symbolising the desire for children’s success and resilience.

This is a prime moment for brands to dial into the family vibe, with a focus on products and initiatives that celebrate the joy of childhood.

June's Marketing Highlights

June in Japan is a time of umbrellas, introspection, and indoor comforts.

The rainy season, known as tsuyu, rolls in with steady drizzle and greener scenery, shifting consumer behaviour along with the weather. Less time outdoors means more time nesting, relaxing, and, crucially, shopping from the sofa.

Rainy Season (梅雨, Tsuyu)

With the rain comes a craving for comfort. Think cozy nights in, screens lit up, and home turning into the new entertainment hub. Sales of streaming services, compact fitness gear, DIY kits, and mood-lifting home décor —candles, blankets, that sort of thing — tend to climb.

For brands, it’s the perfect window to position products as small luxuries or clever comforts that brighten up grey days. If it helps people pass the time indoors with style or sanity intact, it’s worth highlighting.

June Brides

Yes, it’s still grey outside, but inside, it’s all romance. June kicks off wedding season in Japan, where the idea of the “June bride” still holds plenty of charm.

Couples are planning, booking, and spending. Dresses, rings, venues, photos, honeymoons — everything’s in play. And with long-haul travel less appealing in wet weather, local destinations get their moment too.

It’s a solid window for wedding-focused campaigns, especially those that highlight intimacy, beauty, and that “perfect rainy-day romance” vibe.

Need help with your Japan marketing strategy?

At WPIC Marketing + Technologies, we specialise in providing digital marketing services in Japan and the APAC region. If you’d like to learn more about how we can accelerate your brand’s growth in Japan, please don’t hesitate to get in touch with us.

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