One week left until February 14th. With Valentine's day just around the corner, we are celebrating our final weekend. What kind of products are popular this year during the overheating Valentine's Day sales season?


◆ The trend is "luxury chocolate"

At the event corners of major department stores, high-priced products such as high-quality chocolate, which costs 500 yen or more per grain, are said to be popular.

While some people want to give something a little better than usual, many people buy something for themselves at a price that they wouldn't normally buy. Many people are looking forward to this season as there are many products from overseas brands that are not usually available.

◆ "Giri Choco Specialty Store" is also a great success

While high-priced products are gaining popularity, the “giri choco” market is also booming. Black Thunder's "Giri Choco Specialty Store," which is open for a limited time at Tokyo Station, is screaming with joy in selling more than 150% of expectations.

The most popular is the "Pink Black Thunder" limited to the store. It costs 1,000 yen per box (18 pieces), which is about twice as much as expected, even though it is higher than other products in the store, and it sells around 1,000 boxes every day. There are many days when the store is out of stock before 21:00, which is the closing time, and it is said that the products prepared in reserve are being sold ahead of schedule. It may be said that the large-scale image strategy of "Giri Choco = Black Thunder" was successful.


Also, the "KitKat specialty store " that opened in Ikebukuro became a hot topic. It's been almost a month since it opened, but it seems that there are more than an hour waiting in line. Early people are lined up from around 8:30, 1 hour and 30 minutes before the opening.

◆ Popular "friend chocolate" that doesn't get cold

"Friend chocolate" that presents chocolate from women to women. Paying attention to this, Shibuya Hikarie's Valentine's Day event " Chocolat Zakka Festival " was a collection of products that women were happy to receive. Along with fashionable and cute chocolates, miscellaneous goods that women may like are lined up.


The floor is also unified in pink, and there are products that are fun for the chooser, such as a set product of miscellaneous goods and chocolate, a product with a characteristic package design, and a collaboration store with "rooms" that collects original miscellaneous goods of creators. ..

This is the first chocolate event in Japan to collaborate with miscellaneous goods.

◆ Invite customers on weekdays!

Since this year's "X-Day" is Friday, many people will prepare it on weekdays. It seems that the stores are also promoting in anticipation of attracting customers on weekdays.

At Shibuya Hikarie mentioned above, we have also prepared a Valentine's Day corner on the food floor in the basement, and we are trying to attract customers on weekdays by taking advantage of its location. The store's selling point is that three world-class pastry chefs, such as Hironobu Tsujiguchi, Sadaharu Aoki, and Toshihiko Yoroizuka, are on the first floor. These and overseas brands are lined up to sell "serious chocolate".


Currently, products that sell for around 1,000 yen are sold, but as usual, it seems that they will shift to "serious chocolate" in the last week. This year, it is said that it is gaining popularity with the opening of stores in a slightly higher price range, such as the first store "Pierre Marcolini".


It's a busy weekend with heavy snow forecasts and the election of the governor of the fierce battle, but the Valentine's Day sales season is also the last spurt. The hot fight will continue for a while.