Amex Trendex: A survey on consumer trends during the holiday season in 13 countries and regions around the world

Amex Trendex: Attitude survey on consumption trends during the holiday season targeting 13 countries and regions around the world ​
American Express International, Inc. Press release: November 14, 2024 Amex Trendex: A survey on consumer trends during the holiday season in 13 countries and regions around the world ＜Consumption trends during the holiday season from Christmas to the year-end and New Year＞ Purchasing behavior for oneself such as “self-reward” and “self-improvement” is active; by generation, Z generation of people tend to have a strong desire to travel • The person you spend the most on when it comes to gifts and gifts this holiday season is yourself • When it comes to travel intentions during the holiday season, Gen Z is the most ambitious, and by area of ​​residence, Kansai residents are the most motivated, and demand for travel destinations is strong in Japan. • Generation Z is the most active in wanting to participate in events such as Christmas parties, year-end parties, and New Year parties. American Express
International, Inc. (Headquarters: Minato-ku, Tokyo, Japan
Representative/President: Yasuhiro Sudo, hereinafter referred to as American Express) conducts research on consumption trends during holiday seasons such as Christmas and New Year’s holidays, based on 13 companies around the world, including Japan. We conducted the American Express Global Trendex – Holiday Seasons, a global awareness survey targeting countries and regions. The consumption trends in Japan derived from the response results are introduced below.
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Increasing demand for consumption for oneself, where people spend the most money on “self-rewards” and “self-improvement” Regarding gifts during the holiday season, when we asked people who they would give gifts and how much they would give, the top responses in Japan were “gifts to myself (¥27,461)” and “gifts to family* (¥23,524).” , they tended to spend the most on “gifts for family members other than children** (¥22,134)” and “gifts for themselves.” This suggests that there is a growing desire to reward oneself with the end of the year and the start of a new year. [Figure 1] Looking at the specific content of “gifts for yourself,” the most common response was “accessories (jewelry, watches, wallets, bags, etc.),” ​​accounting for 38% of the total. This was followed by “clothing” and “travel” at 37% each. [Figure 2] Furthermore, when asked about how they spend the holiday season, 32% of Japanese Gen Z and Millennials answered that they “do nothing but improve themselves,” compared to 25% of Gen X and Baby Boomers. It can be seen that there is a high level of [Figure 3] *Answers by respondents without children **Answers by respondents with children
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https://prcdn.freetls.fastly.net/release_image/99463/60/99463-60-7bda450a5bb3895a3d2ddfcfd4042ba0-3900×1316.jpg Regarding the desire to travel during the holiday season, by generation Z, By area of ​​residence, respondents living in Kansai tend to have a strong preference, and travel demand is stronger domestically than overseas. When asked, “Are you planning to travel during the year-end and New Year holidays?”, 63% of Japanese respondents said they were planning to travel, which is more than half. By generation, Gen Z and Millennials each have a higher percentage of respondents (74%) than Baby Boomers (51%). In
particular, 33% of Gen Z respondents said they have plans and have already made reservations, which is the highest of all generations and far exceeds the overall average of 18% for Japanese respondents. Masu. Furthermore, when comparing the percentage of respondents who answered “I have plans and have already made a reservation” by area of ​​residence, respondents living in Kansai had the highest rate (27%). [Figure 4] In addition, when asked how to save on travel expenses, the most common answer was “Travel domestically instead of overseas (75%),” followed by “Travel off-peak hours (weekdays, etc.)” (66%). %),” followed by “Use travel credit card benefits and airline miles/loyalty points (54%),” showing how they are thinking about ways to prepare for travel during the holiday season. [Figure 5]
Furthermore, when asked about travel destinations, 90% of Japanese respondents planning to travel answered “domestic”, which is higher than the average (69%) of 13 countries and regions around the world. It shows the percentage. [Figure 6]
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https://prcdn.freetls.fastly.net/release_image/99463/60/99463-60-17373193672c1b2db8f529d50c0fc575-3900×1316.jpg Generation Z is active in participating in events When asked about their plans to participate in events during the holiday season, Generation Z was the most motivated in Japan, with 33% saying they would go to a Christmas party, year-end party, or New Year’s party, compared to the average of 29% for all generations. 26% of respondents said they would “participate in sporting events and activities held during that period,” which is higher than the average of 15% for all generations, indicating a clear tendency to actively participate in events during the year-end and New Year holidays.
https://prcdn.freetls.fastly.net/release_image/99463/60/99463-60-0cdbf20ab2bf0a0f4a154e91ebed59d8-3900×1316.jpg ・Survey period: June 21, 2024 to July 17, 2024 ・Survey target countries: 13 countries and regions around the world (Japan, United States, United Kingdom, Hong Kong, Canada, Mexico, India, Singapore, Italy, France, Germany, Spain, Australia) ・Survey target: Adults with annual household income of $50,000 or more and who travel at least once a year ・Survey method: Online survey ・Number of samples: Approximately 2,000 people in the United States, approximately 500 people in Hong Kong, and approximately 1,000 people in other countries including Japan ・Birth year classification for each generation: Generation Z: 1997-2012, Millennials: 1981-1996, Generation X: 1965-1980, Baby Boomers: 1946-1964 ・Definitions of holiday seasons for each of 13 countries and regions around the world: – Japan: End of December 2024 (including 24th and 25th) to early January 2025 – USA, Hong Kong, Canada, Singapore, Australia: November 2024 – January 2025 – UK, Mexico, Italy, France, Germany: End of December 2024 to early January 2025 – Spain: December 2024 – January 2025 – India: October 2024 – January 2025 A global service company founded in 1850 in New York, USA. For individual customers, we deliver products and services that support a variety of lifestyles, and for corporate customers, we provide expense management and data analysis tools that can improve management efficiency. We support the growth of a wide range of businesses, including corporations, small and medium-sized enterprises, and individual business owners. In Japan, we began our business in 1917 by opening a branch in Yokohama, and today we provide the highest quality service through our unique network of affiliate stores and travel service bases that span more than 200 countries and regions around the world. We offer Additionally, due to its partnership with JCB, American Express cards can now be used at more stores in daily life, from utilities to supermarkets and drugstores, in addition to traditional hotels, restaurants, and retail stores.