[Rakuten, Inc.]
Rakuten Ichiba Releases “Rakuten Halloween Trend 2019” Page-This year’s trend is Halloween with “Yenaka”! ~

Rakuten, Inc. Rakuten Ichiba Releases “Rakuten Halloween Trend 2019” Page-This year’s trend is Halloween with “Yenaka”! ~ In the awareness survey, about 70% answered that this year’s Halloween will be “Yenaka” (event.rakuten.co.jp/halloween/special/scene/) …………………………………………………………………………………………… Rakuten, Inc. (Headquarters: Setagaya-ku, Tokyo, Chairman and President: Hiroshi Mikitani, hereinafter referred to as “Rakuten”) is based on questionnaire surveys and purchase data analysis at the optimistic Internet shopping mall “Rakuten Ichiba”. , “Rakuten Halloween Trend 2019-How to spend this year? Home Halloween praise-“, a special page that picks up items that you can enjoy Halloween in your home, friends’ house, rental space, etc. (hereinafter “Yenaka”) Will be released from today. At Rakuten Ichiba, sales of products that can enjoy Halloween with “Yenaka” like cupcakes and wall stickers (Note) have grown about four times over the four years from 2014 to 2018. As demand grows year by year, Rakuten Ichiba pays attention to the diversification of how to enjoy Halloween, and in particular, “Yenaka” Halloween items that meet the needs of “Mama”, “University student” and “Adult (single man and woman)” A page to introduce
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“Rakuten Halloween Trend 2019-How do you like this year?
■ URL: https://event.rakuten.co.jp/halloween/special/scene/
■ Summary: Based on purchasing analysis data and questionnaire survey of “Rakuten Ichiba”, To enjoy Halloween at “Yenaka”, tailored to your needs Introducing items.
■ Release date: Thursday, September 12, 2019, 10:00 Consciousness survey result about how to spend Halloween that we asked 600 men and women At Rakuten Ichiba, 600 men and women aged 18-49 who will participate in this year’s Halloween event (200 college students = 18 to 23 years old, mama = 30 to 40s) A survey was conducted on 200 women and adults (200 single men and women in their 30s and 40s) about how to spend this year’s Halloween. As a result, about 70% (67.5%) replied that this year’s Halloween will be “Jenaka” at home, friends’ homes, rental spaces, etc. Also, when asked about the budget for enjoying Halloween at “Yenaka”, more than 40% (41.7%) replied “increased”, and it is clear that the tendency to spend Halloween at “Yenaka” is increasing became.
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“Yenaka” Halloween that is gaining attention. The budget to spend is also rising. About 70% (67.5%) of this year’s Halloween replied that they spend “Yenaka” at home, friends’ homes, etc.
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The younger people answered that there was a sense of resistance to Halloween outdoors. University student 1st place “Because the image of Halloween outside is not good” (38.1%)
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Do adults tend to enjoy luxurious Halloween? The average budget for Halloween is “6,844 yen” Average budget by attribute is college student “6,562 yen” mom “5,239 yen” adult (single man and woman) “8,732 yen”
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The most important reason is “enjoy with children and friends”! Nearly 60% (55.0%) plan to have a home party during Halloween this year
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I’m doing my best, but a little bit … The real intention of Mom at the Halloween Home Party While putting emphasis on preparing for the Halloween home party, mom feels the burden is “cooking” (55.0%)
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SNS is also “Yenaka” oriented for Halloween decoration posts! Over 60% (62.0%) of college students are “conscious of“ SNS ”(pictures) at Halloween
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“Yenaka” Halloween that is gaining attention. The budget to spend is also rising. About 70% (67.5%) of this year’s Halloween replied that they spend “Yenaka” at home, friends’ homes, etc.
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When we asked 600 men and women between the ages of 18 and 49 who are planning to participate in Halloween this year, where about 70% (67.5% in total) are planning to spend this year’s Halloween, “home, friends’ house, rental space” And so on. Furthermore, about the budget for Halloween at “Yenaka”, when asked about changes over the past few years, more than 40% of respondents answered “increased” (“increased” 12.0%, “increased” 29.7%) The result was 41.7% in total. We analyze that the tendency to spend Halloween at “Yenaka” is increasing.
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The younger the respondent, the more he feels resistance to Halloween outdoors The image of Halloween outside the top of university students is not good ”(38.1%)
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Listening to the reasons for spending this year’s Halloween at “Yenaka”, there was a big difference in the reasons by attribute. Mama and adults said “Because people who spend their time in the house can enjoy Halloween as they like” (Mama 46.7%, adults 49.1%) and the positive opinion of “Yenaka” was first. On the other hand, the number one reason for college students was “Because the image of Halloween outside is not good” (38.1%).
[3]
Do adults tend to enjoy luxurious Halloween? The average budget for Halloween is “6,844 yen”. Average budget according to attributes is college student “6,562 yen” mom “5,239 yen” adult (single man and woman) “8,732 yen”
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What is the budget for the entire Halloween this year? When asked about this year’s Halloween budget (planned), the average budget was 6,844 yen overall. Furthermore, looking at the results by attribute, college students and moms are in the 5,000 to 6,000 yen range, while adults (single men and women) have a budget in the latter half of the 8,000 yen, more than 3,000 yen compared to the lowest mom. I found that I was spending a high budget. Especially for adult boys in their 30s and 40s, the budget was 12,394 yen, more than 10,000 yen.
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The most important reason is “enjoy with children and friends”! Nearly 60% (55.0%) plan to hold a home party during Halloween this year
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When asked about the planned implementation of the Halloween Home Party, nearly 60% (total 55.0%) responded that it was planned. Also, according to the reasons for implementation, the first place for moms is “being able to enjoy with children” (73.8%), and the first place for both university students and adults is “being able to enjoy with friends” (university students 45.2%, adults 58.3%) It became a result. For moms, Halloween seems to be an event for children and families, and for college students and adults, an event to deepen friendship with friends.
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I’m doing my best, but a little bit … The real intention of mom’s home party While putting emphasis on preparing for a Halloween home party, the first place that moms feel is a burden is “cooking” (55.0%)
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Listening to what moms are focusing on at the Halloween home party, the first place was cooking (72.9%). On the other hand, as for the feeling of burden, the result was “ cooking ” (46.7%), and while I wanted to focus on the Halloween home party, I was able to peep into the real feelings of moms who feel burdened to make “ cooking ”. It was. In addition, I asked about the reality (usually) and ideal of what kind of food is being arranged at the Halloween home party. In reality (usually), the result was 1st place “I have never arranged cooking or made it myself” (50.7%), and 2nd place was “bringing participants” (48.6%). In the case of moms, the style of preparing home-cooked foods may be the mainstream, although there are participants. On the other hand, the ideal first place was “Delivery” (37.7%), 2nd place “Request to Caterer” (34.8%), 3rd place “Professional professional chef” (21.7%).
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SNS is also “Yenaka” oriented for Halloween decoration posts! Over 60% (62.0%) of college students who are “conscious of“ SNS ”(photos) at Halloween
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When asked about the degree of awareness of “SNS visuals” when participating in Halloween, more than 60% (62.0% in total) of college students who are planning to have Halloween answered “being conscious”. Moms account for 30% (31.0%) and adults account for more than 40% (45.0%), which is lower than young people. In addition, when asked about the contents posted to SNS related to Halloween, the first place was “Fashioned Halloween decoration at home / friends” (35.5%), and the second place was “Halloween-only sweets, food, etc.” ( The result was 30.5%), higher than that of “My costume” (23.5%) and “My friend’s costume” (23.0%).
[Survey Overview]
Standard title: Awareness survey on “Halloween” in 2019 Survey subject: Rakuten Ichiba Survey period: Wednesday, August 7, 2019 Survey method: Internet survey Survey target: A total of 600 men and women aged 18 to 49 who are planning to participate in this year’s Halloween Assignment 1. University students (18 to 23 years old) 200 men and women 2. Moms (30s to 40s) 200 women 3. Adults (single men and women in their 30s and 40s) 200 men and women * Gender and age-equal allocation research organization: Rakuten Insight that’s all


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