世論 What Japan Thinks

[part 1] [part 2]

DIMSDRIVE Research published the results of a very timely survey on a subject I’ve been keen to learn more about, how the Japanese spend Christmas. Over a week at the end of November 4,312 people from their internet monitor group completed a private internet-based questionnaire. 45.8% of the sample was male, 63.5% were married, and 1.1% were in their teens, 17.1% in their twenties, 35.1% in their thirties, 27.0% in their forties, 14.4% in their fifties, and 5.3% aged sixty or older. This first half of the survey looks specifically at what people will be spending money on.

Japan’s Christmas is a funny beast; gaijin blogs are awash with tales of KFC being the ultimate Xmas meal, Xmas cake being a strawberry cream sponge, Xmas Eve as a night at the love a posh hotel, and of course Christmas Day being just another day in the office. How close these popular images reflect reality will now be revealed!

Christmas back home was always a family event with almost no religious overtones, and although I naturally really enjoyed spending time with the family and I probably miss it more than anything else being in Japan, all the rest of the trappings from presents to carols was just a nuisance, so now in Japan I feel them doubly so.

Bah, humbug! Merry Stuffing Your Face Day!

Q1: How will you be spending Christmas this year? (Sample size=4,312, multiple answer)

Party at home	32.1%
Eating out	7.5%
Party at friend’s home	5.3%
Watch Christmas specials on television	4.6%
Go to see Christmas illuminations	4.6%
Attend a party or other event	1.7%
Go to a theme park	1.7%
Go to a concert	1.6%
Travel	1.6%
Attend mass	1.3%
Stay at a hotel	1.0%
Other	4.1%
Not decided yet	27.6%
Nothing in particular	24.6%

Q1SQ1: For those of you with plans, who will you be spending the time with? (Sample size=2,062, multiple answer)

Family	79.5%
Friends	13.1%
Lover	12.1%
Work-related people	3.7%
Other	1.7%
By myself	1.7%
Not decided yet	1.7%

Q1SQ2: For those of you with plans, what preparations will you be carrying out? (Sample size=2,062, multiple answer)

Buying a cake (to Q1SQ3)	65.9%
Buying presents	63.8%
Putting up a tree, decorations, etc	37.1%
Buying wine, champagne, etc	31.0%
Making food	30.5%
Buying fried chicken	22.0%
Buying シャンメリー, Chanmery, wine-like soft drink	19.3%
Making a cake	15.0%
Sending Christmas cards	12.2%
Decorating garden, outside of house, etc	5.1%
Ordering a pizza	4.2%
Making presents	2.7%
Buying a turkey	2.4%
Other	1.7%
Not decided yet	3.4%
Nothing in particular	4.9%

Note that almost twice as many will be heading to KFC rather than to the Post Office!

Q1SQ3: For those of you planning on buying a cake, how will you order them? (Sample size=1,358, multiple answer)

Order over the internet	6.8%
Order another way	55.7%
Just buy on the day	28.6%
Not decided yet	11.3%

Q1SQ4: For those of you with plans, do you plan to send any presents? (Sample size=2,062)

Yes (to SQ5, SQ6)	73.1%
No	15.0%
Don’t know yet	11.8%

Q1SQ5: To whom do you plan to send presents? (Sample size=1,508, multiple answer)

Children, grandchildren	65.1%
Spouse	40.6%
Lover	15.7%
Parents	10.1%
Friends	9.2%
Other family	5.2%
Myself	1.6%
Work-related people	1.1%
Other people	1.5%
Not decided yet	0.1%

Other people included pets…

Q1SQ6: How much do you plan to spend on presents? (Sample size=1,508)

	Men N=560	Women N=948
Nothing	0.2%	0.0%
Less than 1,000 yen	1.6%	1.5%
Less than 3,000 yen	12.5%	13.1%
Less than 5,000 yen	24.6%	28.6%
Less than 10,000 yen	27.7%	30.0%
Less than 20,000 yen	13.0%	13.6%
Less than 30,000 yen	6.3%	5.9%
Less than 50,000 yen	5.2%	2.1%
Less than 100,000 yen	2.7%	0.4%
Over 100,000 yen	0.5%	0.1%
Not decided yet	5.7%	4.7%

Q1SQ7: For those of you with plans, what present would you most like to receive this Christmas? (Sample size=2,062, free answer)

Rank	Item	Votes
1	Bag, briefcase	88
2	Accessories, jewelry	87
3	Clothes	86
4	Ring	67
5	Money	65
6	Watch, clock	62
7	Wallet	59
8	Necklace	41
9	PS3	37
10=	A break!	35
10=	Coat	35
11	Nintendo DS	33
12	PC	32
13	Shoes, trainers (sneakers)	31
14	Earring	28
15	Travel, travel gift card	24
16	Wii	21
17	Boots	20
18=	Gloves	17
18=	Television	17
18=	Camera	17

Q1SQ8: For those of you with plans, what present were you the happiest to receive in past Christmases? (Sample size=2,062, free answer)

Rank	Item	Votes
1	Clothes	55
2	Bouquet, pot plant	32
3	Ring	28
4	Cuddly toy	26
5	Sweater (including home-made)	20
6	Bag, briefcase	19
7=	Scarf (including home-made)	18
7=	Accessories	18
8	Watch, clock, alarm clock	17
9	Necklace	16
10	Book, picture book	14
11	Ornament	13
12=	Handkerchief	10
12=	Necktie	10
14=	Cake	9
14=	Underwear	9
14=	Sweets	9
17=	Key ring, key holder	8
17=	Wine, other alcohol	8
17=	Socks	8
17=	Hat	8
17=	Money	8
17=	Doll	8

[part 1] [part 2]

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