June 20, 2020

Japanese Customer: Fukubukuro - unique Japanese retail marketing -it's all in the bag!


Photo: Table of fukubukoro red bags in Ginza, Tokyo


New years lucky bags are now on sale in a range of major stores throughout Japan. Fukubukuro are unique items sought out by shoppers in the New Year who venture out into the cold to do battle in the many new years sales.

Fukubukuro 福袋 are mystery packages that contain a variety of articles supposedly worth more in total than the purchase price according. At some major department stores there are mens and womens bags each with a selection of products to tempt the shopper.

A fun and unique way to attract new shoppers who want a cheaper price for brand name goods, a chance to move stock that hasn't sold and for everyone to have fun knowing they got a bargain.


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