October to December Japan E-commerce Calendar 2025

Published on September 25, 2025

It might feel like the year is winding down, but in Japan the fiscal year tells a different story. October marks the start of Q3, so while the calendar year edges towards its finale, the commercial cycle is still running at full pace.

From autumn colours and school sports days to winter bonuses and the year-end gift season, the final 3 months of the year are among the busiest on Japan’s retail calendar. Shoppers are active, events come in quick succession, and brands still have plenty of opportunities to make an impact before the fiscal year closes in March.

Here’s what to keep an eye on between October and December.

Overview:

October's Marketing Highlights

October in Japan is objectively gorgeous. The north bursts into reds and golds, the middle gets all misty and dramatic, and the south finally stops behaving like a sauna. It’s prime-time for foliage, and that means 2 things: weekend getaways and a nationwide urge to sleep outdoors.

Camping, in particular, continues its reign. There’s something about October that makes otherwise perfectly reasonable Japanese urbanites decide they’re Bear Grylls. Titanium kettles, fold-up grills, and enough Gore-Tex to survive a typhoon. Sales surge as city folks head for the hills in droves.

Sports Day (運動会, Undōkai)

Held on the 2^nd Monday of October, Sports Day is half track meet, half family picnic, and 100% serious business if you’re in primary school.

Weeks of preparation go into this one. Kids practices relay races, tug-of-war, and synchronised group routines that would make a drill sergeant weep. On the day, parents show up with cameras, bento, and Olympic-level enthusiasm.

It’s all very wholesome, very energetic, and very good news for any brand in the business of children’s health and wellness. We’re talking athletic gear, nutritional supplements, sun protection, portable fans, coolers, cameras, lenses, memory cards, the works. If it helps little legs run faster or makes the picnic better, it’s in the cart.

Halloween

Once upon a time, Halloween in Japan was a very quiet affair. Not anymore.

These days, it’s full-blown spectacle. Shibuya turns into a full-scale cosplay apocalypse. There are witches riding the Yamanote Line, zombies queuing for Starbucks, and one guy in a Pikachu onesie handing out flyers who definitely didn’t sign up for this.

Retailers go all in with pumpkin everything, limited-edition treats, and spooky decor. Restaurants whip up black burgers and purple pasta. Even convenience stores get in on the act.

For brands, Halloween in Japan isn’t just about selling candies. It’s about seasonal packaging, themed campaigns, and leaning into the fun without being too creepy. Think charming, not chilling.

November's Marketing Highlights

November in Japan? Absolute showstopper. The leaves are still putting on a dazzling performance. It’s the month where everyone collectively realises the year’s nearly over. And so begins the warm-up stretch for the year-end shopping sprint.

Shoppers are already circling. Weekly sales pop up like mushrooms after rain, and the entire retail sector quietly shifts into 4^th gear.

Victory Sale (優勝セール)

Let’s talk baseball. Or more accurately, the aftermath.

When a team wins the Japan Series, the sponsors throw a party. And by “party”, we mean massive sales. But here’s the twist: it’s not guaranteed, and it’s only wherever the winning team’s sponsor has reach. So it’s part retail therapy, part regional lottery.

If Rakuten’s team, the Tohoku Rakuten Golden Eagles, take the title, expect big deals on Rakuten’s e-commerce platform and in Tohoku. If SoftBank’s Fukuoka Hawks win? Then it’s Yahoo! Shopping and Fukuoka’s turn.

And if your team doesn’t win? Well, you get the character-building experience of paying full price.

Timing is tight too. Sales usually kick off within 3 days of the final game. Bottom line: if you’re running promos through platforms like Rakuten or Yahoo! Shopping, keep an eye on the scoreboard in early November. You might be riding a victory wave whether you like baseball or not.

Good Shopping Day (いい買い物の日)

Ii Kaimono no Hi, or “A Good Day to Shop”, it’s the Japan’s spin on China’s Singles’ Day shopping festival.

Launched in 2015 by 5 of Japan’s biggest names (Yahoo!, SoftBank, TSUTAYA, Family Mart, and T Point), it’s essentially a week-long campaign around November 11. Discounts fly online and offline, and it’s increasingly on shoppers’ radars, especially if there are loyalty points involved.

If you’ve got a presence on Yahoo! Shopping or a tie-in with any of the 5 ringleaders, now’s the time to make some noise. It’s one of those “blink and you’ll miss it” sales, but done right, it’s tidy business.

7-5-3 (七五三, Shichi-Go-San)

November also brings Shichi-Go-San, the 7-5-3 Festival. On November 15, families with kids aged 3, 5, or 7 head to shrines to pray for their offspring’s health and happiness. The kids? Dressed to the nines in traditional garb. It’s a rite of passage and a big day out.

Expect photoshoots, heaps of family gifts (think money, keepsakes, and ceremonial gear), and grandparents getting misty-eyed over how fast everyone’s growing up.

For brands? It’s an opening for anything that falls under family gifting, formalwear, keepsakes, or child-friendly indulgences.

Black Friday & Cyber Monday

Black Friday has barged its way into Japan’s shopping psyche over the past few years. It’s not quite the door-busting frenzy seen is in the US, but it’s gaining steam, especially with big-box retailers and e-commerce giants.

Discounts tend to land on electronics, fashion, and beauty, plus a decent helping of home goods. You’ll find the buzz mostly online, but brick-and-mortar stores are increasingly playing along.

And Cyber Monday? That’s Amazon Japan’s domain, mainly. They roll out deals towards the end of the month and let it bleed into early December, turning what used to be a weekend into a “whenever we feel like it” event.

December's Marketing Highlights

By December, Japan’s shoppers are on a mission. Winter bonuses hit bank accounts, and with them comes a national urge to buy something nice.

Department stores heave with gift hunters. Electronics chains slash prices on everything from humidifiers to hair dryers. And clothing brands? They’re quietly shoving out last season’s gear to make room for January’s “new and improved” versions. If it feels like one big pre-emptive clear-out, that’s because it is.

Oseibo (お歳暮)

Oseibo is Japan’s take on “thanks for not making this year worse.”

People send boxes of expensive things like fruit that costs more than your weekly shop, premium teas, oils with gold labels to bosses, teachers, clients, and extended family they haven’t seen in months.

It runs from late November to just before Christmas. For brands, it’s gift set season. But remember: if your product doesn’t look like it belongs on a glossy magazine cover, it’s not getting picked. This is packaging warfare.

Winter Bonus (冬期賞与, tōki shōyo)

This is a corporate thank-you in the form of cold, hard cash. It’s taxed (naturally), but still eagerly awaited because this is what fuels the December spending frenzy.

People use it for appliances, holidays, clothes, and “treat myself” purchases that need no explanation. If you’re selling something vaguely expensive, this is your moment.

Christmas (but not as you know it)

In Japan, Christmas is less Silent Night, more Retail Delight. It’s not a public holiday. There are no carol services. But there are sales, plenty of them.

Shops lean heavily into the commercial side: twinkly lights, gift wrap stations, wine and fried chicken promos, and discounts galore. Christmas Eve is all about romance (think Valentine’s Day with LED reindeer), so expect jewellery, perfume, and cake sales to spike.

Brands that lean into the packaging, the mood, and the mildly chaotic gifting culture tend to do well. It’s a last-minute shopping bonanza, so just don’t expect anyone to be home roasting chestnuts.

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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