A survey by Soysakuhin Mall Aruru on colour and pattern selection found that 55.3% had chosen a colour or pattern different from their preference, with products being sold out or out of stock the top reason.
Soysakuhin Mall Aruru surveyed 300 men and women aged 20–60 nationwide about their experiences choosing colours and patterns. The results showed that 55.3% had chosen a colour or pattern different from their preference. Among those with such an experience, the most common reason, cited by 47.0%, was that their preferred colour or pattern was sold out or out of stock.
When asked which products most often involved choosing a colour or pattern different from their preference, clothing ranked first at 67.5%, followed by fashion accessories such as bags and wallets at 40.4%, home appliances at 31.9% and shoes at 24.7%.
After making their choice, 45.8% said they wished they had chosen their preferred colour or pattern, 31.9% said they were glad they had made the choice, 23.5% felt nothing in particular, and 5.4% did not remember. The survey was conducted online on 13 October 2026 among men and women aged 20–60 nationwide, with 300 valid responses.