A survey of people aged 15–69 in the 1 metropolitan area and 6 prefectures of the Kanto region shows that the way people give gifts is shifting from the traditional focus on physical gifts toward digital and social gifts. Seasonal summer and year-end gifts remain relatively uncommon, while digital gift vouchers and other digital forms of gifting are expanding, particularly among younger people.
A survey was conducted among 3,192 men and women aged 15–69 in the 1 metropolitan area and 6 prefectures of the Kanto region, asking about the percentage who had given gifts during the past year, the forms those gifts took, and differences between generations. Overall, 52.6% had given a gift, with a higher percentage among women. The most common form was a physical gift (28.5%), while seasonal summer and year-end gifts accounted for only 16.5%.
Generational differences were pronounced. Seasonal summer and year-end gifts accounted for 34.5% among women in their 60s, while the figure was extremely low among younger women, and digital gift vouchers were more common among younger age groups. Among women in their 20s in particular, digital gift vouchers reached 23.8%, far exceeding the 4.4% for seasonal summer and year-end gifts. Social gifts are also becoming more widespread among younger people.
The main burdens associated with traditional gifts were “having trouble deciding what to give or finding it a hassle to choose” at 35.4%, “they cost money” at 35.1%, and “not knowing the recipient's preferences” at 31.8%. The psychological cost is greater than the financial cost. Not knowing the recipient's address ranked relatively low as a burden, and gifting occasions tend to be limited to people whose addresses are known.
The most cited attractions of digital and social gifts were “can be given casually, starting with a small amount” at 47.9%, “can be given immediately when the thought occurs” at 42.9%, and “can be given without knowing the recipient's address” at 42.0%. These are viewed as complementing the burdens associated with traditional gifts. They could contribute to the expansion of a new space described as “less than a gift, more than a greeting.”
While this space expands, resistance remains to the monetary nature of points and electronic money. Resistance to cash was high at 45.8%, and the use of points and electronic money is also expanding when the recipient initiates the transaction. Overall, digital gifts are viewed as a way to explore new uses.
As the space of “less than a gift, more than a greeting” expands, gifts are shifting from a traditionally ceremonial role toward a means of conveying feelings, with a stronger emphasis on digital formats and convenience, particularly among younger people. While this could create new opportunities for both senders and recipients, resistance to the monetary nature of such gifts and how to convey a sense of thoughtfulness remain challenges.