Navigating Japan's winter gifting season

Winter in Japan brings illuminations, end-of-year gatherings, and a very real question for many of us, which is how do you give gifts thoughtfully without blowing your budget? A new nationwide survey from One Inc. quizzed 1000 respondents aged 15 to 69, and the results offer a useful snapshot of how people in Japan approach gift-giving in 2025.

One of the biggest shifts is the rise of what the survey calls "spoiler gifts." Instead of aiming for surprises, people now prefer gifts that match what they actually want. Asking in advance, remembering a comment from months ago, or choosing something the recipient wouldn't buy themselves is viewed as more considerate and less wasteful. I'm a huge fan of this approach, and I typically ask people I'm buying for to just be blunt and tell me what they want/need, especially family members like my husband. 

The survey also revealed the top items people love receiving but rarely buy for themselves, which were luxury sweets, digital gift cards, and nicer-than-usual drinks. I feel like these choices are relatively budget-friendly for the giver and low-risk for the recipient, which makes them ideal if you're new to navigating cultural expectations or unsure what's appropriate for people like coworkers or in-laws.

The survey also highlighted that one in four people admit to checking the price of a gift after receiving it. The main reason is a desire to "match the price" when giving back. I do feel like there's a real element of reciprocity with gift giving here, much more so than there is in my home country. 

Finally, people overwhelmingly prefer practical gifts over bulky or taste-specific items. Tableware, scented goods, and anything hard to store often miss the mark. If you're gifting in Japan this winter, think consumable, useful, or easy to personalize.