- 14 Mar 2002
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Fewer women in Japan intend to give chocolates this Valentine's Day than a year ago, as higher prices for everyday goods continue to weigh on household budgets, according to a recent survey by a market research firm.
The poll, which surveyed 2,500 women and girls aged 15 to 79, found that 42.8% reported not planning to give any chocolates, an increase of 4 percentage points from the previous year. The shift is modest but noticeable and mirrors broader concerns about living costs rather than a sudden change in custom. In Japan, Valentine's Day has long followed a distinct pattern in which women present boxed chocolates to men — typically romantic partners, fathers and male colleagues — while some also exchange sweets with friends. The practice remains familiar, though its scale now seems to be adjusting to economic realities.
The poll, which surveyed 2,500 women and girls aged 15 to 79, found that 42.8% reported not planning to give any chocolates, an increase of 4 percentage points from the previous year. The shift is modest but noticeable and mirrors broader concerns about living costs rather than a sudden change in custom. In Japan, Valentine's Day has long followed a distinct pattern in which women present boxed chocolates to men — typically romantic partners, fathers and male colleagues — while some also exchange sweets with friends. The practice remains familiar, though its scale now seems to be adjusting to economic realities.
Fewer women in Japan plan to give Valentine's chocolate as inflation bites
Fewer women in Japan are planning to give chocolates on Valentine's Day than a year earlier, as rising costs for everyday goods pressure their budgets, according to a recent survey by a market research firm.