Christmas is coming, and goo Research were first to get in on the act with their look at Christmas.
Between the 20th and 25th of October 2011, 503 members of the goo Research monitor group residing within Tokyo city or the three surrounding prefectures of Chiba, Saitama or Kanagawa completed a private internet-based questionnaire. 50.9% of the sample were female, 33.8% in their twenties, 33.2% in their thirties, and 33.0% in their forties.
I hate all the Christmas present nonsense myself. I send my parents our company’s calendar every year, which is always a nice and easy purchase to make, then I agonise over what to get the wife, and it usually ends up as some cuddly toys.
Note that Christmas in Japan usually means Christmas Eve, and indeed that is how it should be read in the questions below.
Q1: Do you think that this year you are spending more time with the family than previously? (Sample size=503)
Very much so 29.8% Somewhat so 42.5% Not really so 23.5% Not at all 4.2%
A breakdown by sex and age was presented, but there was not really any particular trend.
Q2: Do you think that this year you want to spend Christmas or the New Year at home with your family? (Sample size=503)
Very much so 33.8% Somewhat so 44.1% Not really so 15.7% Not at all 6.4%
The older age groups, and women more than men, were more keen on spending Christmas and New Year with their families.
Q3: Where do you think you will spend this Christmas? (Sample size=503)
At home 80.1% At partner’s, friend’s home 5.2% Somewhere with lovely illuminations 2.4% Posh hotel 0.8% Restaurant, bar 4.4% Hot springs inn 0.8% Theme park 1.0% Christmas event, party 2.4% Concert, dinner show, theatre 2.4% Other 3.0%
Only about two-thirds of men and women in their twenties were planning on staying in. About 9% of women in their twenties were planning to be round at a friend’s or boyfriend’s house, and another 9% out for a meal or drinks.
Q4: How do you feel about people pestering you for a Christmas present? (Sample size=503)
Love it 8.7% Like it 44.5% Don’t feel anything 29.0% Dislike it 13.7% Hate it 3.8% Other 0.2%
Men liked getting pestered the older they got, but conversely older women disliked it more.
Q5: Do you worry about, have problems choosing what to send as a Christmas present? (Sample size=503)
Very much so 22.1% Somewhat so 48.5% Not really so 22.5% Not at all so 7.0%
Almost a third of women in their twenties were very much bothered or troubled by present buying.
Q6: How have you been disappointed, had a problem with a Christmas present you received? (Sample size=503, multiple answer)
Didn’t suit my tastes 53.1% Not the right size 16.9% Stopped using it and it got in the way 15.1% Too expensive 9.9% Too cheap 8.5% No particular problems 29.0%
Q7: What would you want your partner, spouse, friends to place importance on when choosing a Christmas present for you? (Sample size=503, multiple answer)
Can use in everyday situations 71.4% Won’t get bored with it 42.3% Healing 19.3% Useful for my education, growth 10.5% Good for health, beauty 10.1% Can put on display 5.2% In vogue 3.6%
In particular, over four in five women in their twenties wanted some kind of useful present.
Q8: What sort of practical present do you think people would be glad to get a Christmas present? (Sample size=503, multiple answer)
IT, audio-visual item 25.8% Electrical appliance for health, beauty 25.0% Other electrical appliance 18.3% Bag, wallet 16.7% Underwear 15.3%
Women were about three times as likely to feel people would be happy to get underwear.
Q9: What sort of Christmas present that you wouldn’t buy yourself would you be happy to get? (Sample size=503, multiple answer)
Meal at a restaurant I normally wouldn’t go to 23.1% Ring 19.7% Night at a posh hotel 19.5% Electrical appliance for health, beauty 17.1% Bouquet of flowers 16.9%
Women were around twice as keen or more to receieve each of the presents, and in particular 41.4% of women in their thirties wanted a ring.
Q10: What sort of Christmas present have you never received but want to get? (Sample size=503, multiple answer)
Night at a posh hotel 23.7% IT, audio-visual item 20.7% Wrist watch 16.3% Meal at a restaurant I normally wouldn’t go to 9.6% Electrical appliance for health, beauty 13.3%
Q11: How would you feel if you got an electrical appliance for health, beauty as a Christmas present? (Sample size=503)
Would love it 15.3% Would like it 56.3% Would not feel anything 11.7% Would dislike it 9.9% Would hate it 6.8%
Q12: What kinds of electrical appliance for health, beauty are you using at home? (Sample size=503, multiple answer)
Hair styling (drier, hair iron, curler, etc) 61.6% Shaver, grooming 26.8% Body fat, etc monitoring scales 20.5% Oral care (ultrasonic toothbrush, etc) 14.1% Hair remover 11.5% Alkaline water ioniser, other water purifier 9.7% Blood pressure monitor 9.5% Face care (steamer, ioniser, etc) 8.9% Facial skin care, massager 8.7% Body, foot care 7.8% Massage chair, cusion 7.8% Fitness equipment 6.6% Don’t have any electrical appliances for health, beauty 17.7%