Japan Market Planning Guide 2026: Essential B2B and B2C Strategies for Growth
Planning ahead is essential for succeeding in Japan. Every season unlocks a different opportunity, and the brands that perform best are the ones that understand how consumer behavior, EC platform events, retail buying rhythms, and annual business cycles influence the market. For global businesses preparing their next year of growth, this guide provides a clear month by month view of Japan’s sales landscape, along with strategic timing advice for Amazon, Rakuten, and B2B cycles.
At COVUE, we support companies with full scope EC operations, marketing, localization, compliance, logistics and more. This allows us to understand the strategies that succeed in the Japanese market. The following roadmap shows how to plan the year with precision, reduce uncertainty, and build predictable, scalable results.
Why a Monthly Japan Sales Plan Matters
Japan’s consumer market is one of the most season sensitive in the world. Each month includes its own set of events, cultural rituals, weather shifts, gifting traditions, and family activities that directly influence both EC and offline shopping. Rakuten and Amazon also operate predictable cycles of sales, campaigns, and platform driven events, which significantly impact traffic and conversion rates. Retail buyers follow quarterly planning that begins months before products appear in stores. Meanwhile, B2B purchasing and service onboarding align with the April to March fiscal year.
A monthly plan allows brands to:
- Align sales milestones with consumer intent
- Plan imports and stock levels accurately
- Prepare listings, keywords, and creative before demand surges
- Localize campaigns with seasonal relevance
- Allocate advertising budgets effectively
- Prepare compliance documents and ACP/IOR requirements ahead of launch
- Enter each quarter with clarity and direction
How to Use This Guide
Each month includes:
- Seasonal consumer behavior insights
- EC trends from the 2026 forecast
- Anticipated Amazon and Rakuten event schedules
*Schedules are based on previous years. Exact dates are set by each platform and may change. - Retail and gifting patterns
- B2B timing and contract cycles
- Planning recommendations for strong execution
Use this guide as your practical cheat sheet for the year ahead. When you plan with clear seasonal insight and proven timing, you give your brand a stronger chance to win the Japanese market in 2026.
January: New Year Momentum and First Sales Peak
Seasonal Consumer Psychology
January typically brings a renewal mindset across Japan, with consumers prioritizing fresh starts, personal improvement, and home organization. Spending intention is high, and consumers actively look for deals and Fukubukuro (lucky bag) style value.
Consumer and EC Trends
- Hatsu uri, or the first sale of the year, and Fukubukuro promotions drive major traffic across Rakuten, Amazon, and retail.
- Many families gather during the holiday return period, creating a renewed focus on daily routines as the new year begins.
- Shoppers often shift toward health and diet related products after the heavier eating period of Christmas and New Year.
- Demand increases for wellness items, home goods, organization tools, warm apparel, and other seasonal essentials.
Category Opportunities: wellness and diet products, storage and cleaning tools, winter apparel, bedding, small appliances, skincare
eCommerce Events
- Rakuten Shopping Marathon (typically early January)
- Rakuten Fashion THE SALE (first half of January)
- Amazon New Year Sale
- Category specific time sales for electronics, home goods, and seasonal essentials
Recommended Timing
- Prepare New Year promotional pages and bundles in December
- Align inventory levels to avoid delays from holiday shipping and closures
- Update listings with seasonal keywords related to wellness, warmth, and organization
B2B Timing
- Most businesses are closed until around January 3, with corporate activity resuming gradually afterward.
- January becomes one of the strongest months for vendor evaluations and RFP reviews as teams prepare for the April fiscal year.
- Ideal timing for introducing new services, compliance solutions, and operational improvements.
- Headquarters teams restart planning meetings and strategic procurement discussions once work resumes.
February: Valentine’s, Seasonal Gifting, and Exam Season
Seasonal Consumer Psychology
February is cold and emotionally driven. Shoppers look for warmth, comfort, small luxuries, and seasonal treats. Valentine’s Day encourages gifting not only to partners, but also to friends, colleagues, and oneself.
Consumer and EC Trends
- Valentine’s gifting (February 14) expands into self care, beauty, fashion accessories, and sweets
- Neko no Hi (Cat Day, February 22) boosts demand for pet products and themed items
- Exam season increases sales of stationery, study tools, and motivational gifts
- Seasonal allergies begin, supporting early spring wellness categories
Category Opportunities: chocolate and sweets, skincare, accessories, pet goods, aromatherapy, wellness products, study aids
eCommerce Events
- Rakuten Shopping Marathon (typically early February)
- Amazon Valentine’s Sale and handmade or sweets time sales
Recommended Timing
- Prepare Valentine listings in late January
- Refresh product pages and seasonal creative
- Begin SEO updates for hay fever related keywords
B2B Timing
- Companies narrow vendor lists and move toward internal approvals
- Legal and compliance reviews increase ahead of April contract renewal cycle
- Strong month for follow up presentations and case studies
March: Graduation, White Day, and Strong New Life Demand
Seasonal Consumer Psychology
March signals transition. There is strong emotional energy around renewal, preparation, and new routines as people enter new schools, homes, and workplaces.
Consumer and EC Trends
- White Day (March 14) supports gifting in sweets, accessories, and lifestyle goods
- Graduation ceremonies increase demand for commemorative gifts and formal wear
- New Life season boosts sales in home goods, storage, electronics, small appliances
- Outdoor themed shopping grows as Hanami (Cherry Blossom Viewing) season approaches
Category Opportunities: home storage items, interior goods, bedding, electronics, gift items, spring apparel, office supplies
eCommerce Events
- Rakuten Super SALE (week 2)
- Rakuten Shopping Marathon (typically week 4)
- Amazon White Day Sale and moving or lifestyle sales
Recommended Timing
- Launch New Life themed pages early in March
- Complete compliance documentation and import paperwork
- Prepare inventory for April retail resets
B2B Timing
- Final month for fiscal year contract signing
- Procurement teams accelerate decisions
- Businesses finalize partner selections for April activation
April: New Fiscal Year and Golden Week Preparation
Seasonal Consumer Psychology
April represents a fresh start. Consumers embrace new routines, new roles, and lifestyle upgrades. There is rising interest in travel, outdoor activities, and seasonal refresh products.
Consumer and EC Trends
- High demand for commuting goods, office supplies, and daily use items
- Travel categories increase ahead of Golden Week (April 29 to May 5)
- Outdoor and leisure goods begin trending
Category Opportunities: backpacks, stationery, travel gear, spring apparel, skincare, outdoor goods
eCommerce Events
- Rakuten Shopping Marathon (typically early April)
- Amazon Golden Week sales for travel and electronics
Recommended Timing
- Launch Golden Week campaigns early
- Prepare stock before mid-April
- Begin summer product planning
B2B Timing
- New fiscal year begins April 1
- Teams focus on activating contracts and onboarding
- Vendors must be ready for immediate operational execution
May: Family Gifting and Early Summer
Seasonal Consumer Psychology
May highlights warmth, family connection, and gratitude with Mother’s Day happening this month. Outdoor activities rise, and people begin preparing for summer.
Consumer and EC Trends
- Mother’s Day (second Sunday of May) drives gifting across multiple categories
- UV protection becomes a priority during early summer
- Home leisure and travel goods move due to Golden Week
Category Opportunities: flowers, beauty and skincare, jewelry, UV care, sun hats, early summer apparel, lifestyle gifts
eCommerce Events
- Rakuten Shopping Marathon (typically early May)
- Amazon Mother’s Day Sale
Recommended Timing
- Launch Mother’s Day promotions in late April
- Build summer landing pages
- Prepare UV and heat countermeasure items
B2B Timing
- Teams evaluate early quarter performance and identify new needs
- Good month for mid-year proposals tied to EC operations or logistics improvements
- Retail buyers begin early holiday and winter category conversations
June: Rainy Season, Father’s Day, Bridal Season
Seasonal Consumer Psychology
June is centered around comfort, moisture control, and indoor living. Shoppers focus on home care, problem-solving products, and functional seasonal items.
Consumer and EC Trends
- Rainy season drives demand for umbrellas, rain wear, dehumidifiers
- Father’s Day (third Sunday of June) increases sales of gifts and premium goods
- Bridal season boosts formal accessories and home gifting
Category Opportunities: dehumidifiers, rain gear, fragrance items, grooming sets, summer bedding, kitchen tools
eCommerce Events
- Rakuten Super SALE (early June)
- Amazon Father’s Day Sale
Recommended Timing
- Launch rainy season campaigns late May
- Promote Father’s Day sets and grooming categories
- Prepare for Amazon Prime Day in July
B2B Timing
- Second quarter budget checks influence negotiations
- Growing interest in cost saving or efficiency services
- Retailers evaluate Christmas and holiday assortments
July: Prime Day, Summer Holidays, Festivals
Seasonal Consumer Psychology
July brings high energy. Shoppers seek cooling solutions, leisure products, festival goods, and seasonal fun.
Consumer and EC Trends
- Cooling products and hydration goods peak
- Outdoor and travel categories rise
- Festival and 花火大会 (firework festivals) items gain traction
Category Opportunities: fans, cooling towels, hydration goods, outdoor furniture, festival fashion, summer accessories
eCommerce Events
- Rakuten Shopping Marathon (typically early July)
- Amazon Prime Day (2nd week of July)
Recommended Timing
- Begin Prime Day planning in May to maximize conversion
- Launch festival collections early
- Prioritize heat fatigue and hydration categories
B2B Timing
- Companies prepare autumn campaigns
- Strong timing for EC fulfillment and compliance services
- Ideal for presenting Q4 solutions
August: Obon, Travel, and Summer Clearance
Seasonal Consumer Psychology
August is nostalgic and travel focused. Obon drives family gatherings, and consumers begin shifting attention toward early autumn.
Consumer and EC Trends
- Travel and homecoming related purchases increase (Obon, August 13 to 16)
- Summer clearance becomes a major EC driver
- Early autumn items begin trending
Category Opportunities: travel goods, gifts, cool bedding, storage items, early autumn apparel
eCommerce Events
- Rakuten Shopping Marathon (typically early August)
- Amazon late-summer clearance
Recommended Timing
- Launch clearance campaigns early August
- Improve SEO and product listings for Q4
- Begin autumn content planning
B2B Timing
- Decision makers often take summer leave, slowing responses
- Strong month for nurturing relationships and preparing September proposals
- Early planning for next year’s imports begins
September: Back to School and Respect for the Elderly
Seasonal Consumer Psychology
September shifts toward structure and family appreciation. Cooler weather and routine make seasonal purchases more intentional.
Consumer and EC Trends
- Back to school shopping begins
- Respect for the Elderly Day (third Monday of September) boosts gifting
- Disaster Prevention Day (September 1) drives preparedness goods
- Halloween planning starts in late September
Category Opportunities: stationery, backpacks, senior friendly gifts, disaster prevention goods, early Halloween items
eCommerce Events
- Rakuten Super SALE (early September)
- Amazon autumn sales
Recommended Timing
- Prepare Respect for Respect for the Elderly Day campaigns late August
- Launch autumn pages early
- Begin Halloween inventory and creative planning
B2B Timing
- One of the busiest B2B months
- Teams finalize Q4 plans and forecast next fiscal year needs
- Retailers lock in Christmas product selections
October: Halloween and Early Winter Preparation
Seasonal Consumer Psychology
October is creative, festive, and family oriented. Comfort and warmth become key emotional drivers as temperatures drop.
Consumer and EC Trends
- Halloween (October 31) dominates EC traffic
- Early winter apparel begins trending
- Sellers begin preparing sets for Fukubukuro
Category Opportunities: costumes, home decor, warm apparel, heating goods, gift sets
eCommerce Events
- Rakuten Shopping Marathon (typically early October)
- Amazon Prime thanksgiving (mid-month)
Recommended Timing
- Launch Halloween campaigns late September
- Prepare warm apparel and winter goods
- Begin New Year and Fukubukuro planning
B2B Timing
- Companies set budgets for next fiscal year
- Ideal for long term EC and compliance solutions
- Retailers begin early spring assortment planning
November: Black Friday and Early Holiday Shopping
Seasonal Consumer Psychology
November builds anticipation. Shoppers look for value, early gifting, and strategic holiday purchases.
Consumer and EC Trends
- Black Friday becomes a major EC event
- Early Christmas shopping accelerates
- Seasonal gifting categories rise
Category Opportunities: electronics, toys, gift sets, beauty and fragrance, premium items
eCommerce Events
- Rakuten Shopping Marathon (late November)
- Amazon Black Friday (late November)
Recommended Timing
- Prepare Black Friday content in September
- Launch holiday gift promotions early
- Plan for higher fulfillment capacity
B2B Timing
- Procurement teams finalize proposals for next fiscal year
- Good month for performance reviews and strategic proposals
- Retail buyers begin planning for New Life season and Q2 categories
December: Christmas and Year End Peak
Seasonal Consumer Psychology
December is festive and tradition driven. Consumers spend more generously on celebrations, gifts, and year end preparation.
Consumer and EC Trends
- Christmas (December 24 to 25) drives major demand
- Oseibo gifting (early- to mid-December) remains significant
- New Year preparation begins immediately after Christmas
Category Opportunities: gift sets, food and beverage, home heating, skincare, winter apparel, organization goods
eCommerce Events
- Rakuten Super SALE (week 2)
- Amazon Cyber Monday (week 1) and continued Christmas campaigns
Recommended Timing
- Prepare Christmas assets in early November
- Launch New Year themes in late December
- Forecast early January demand
B2B Timing
- Internal planning for next fiscal year accelerates
- Strong timing for annual reviews and roadmap discussions
- Many teams reduce purchasing activity, but planning continues
Success in Japan comes from timing. Every month reflects a unique combination of cultural meaning, consumer behavior, and EC platform momentum. Brands that understand this rhythm plan smarter, execute faster, and grow more predictably. By integrating seasonal insight from the 2026 consumer calendar with eCommerce platform schedules and Japan’s fiscal year cycle, businesses can build a clear, actionable roadmap for the full year ahead.
COVUE supports global brands through every stage of this journey. Our full scope services span EC store setup, daily operations, localization, compliance, import management, marketing, advertising, and logistics. When you combine the right timing with the right operational partner, Japan becomes a clear and achievable growth opportunity.