Men miss out on Valentine’s chocolate as women treat themselves
Japan’s unique Valentine’s Day tradition of women giving chocolate to men is melting away as more women show a preference for pampering each other instead of their boyfriends and spouses.
The practice of giving tomo choco (friendship chocolate) has been highlighted as a new trend in a recent survey that found 74 percent of women plan to give a Valentine’s gift to a female friend but only 32 percent intended to buy something for a boyfriend.
And the trend is well established. Ninety-two percent of respondents said they had received tomo choco from a friend last year. Just 11.2 percent said they plan to give chocolates to confess their love to someone, according to the survey by chocolate-maker Ezaki Glico, Ltd., which questioned 500 women aged between 10 and 30 over the Internet.
Valentine’s chocolate defies recession
Cheap, expensive or made at home — Cupid says it’s all good
As many businesses continue to shake their heads over how tough it is to make sales in these financially difficult times, “cheaper is better” is the strategy of the day, with shops slicing prices for everything from “gyudon” (beef on rice) to jeans.
But one thing consumers — especially female ones — will loosen their purse strings for are those little drops of heaven that are sure to melt their darlings’ hearts come Feb. 14, say chocolate retailers, whose customer-oriented strategies have seen both luxury brands and affordable sweets fly off the shelves at equal speed.
…According to [an Isetan spokeswoman], the recession has done nothing to spoil consumers’ appetite for high-quality chocolate, with the buzz extending beyond hardcore fans this year. This follows the recent consumer trend where couples and families prefer to stay at home rather than go out, and so were interested in buying luxury chocolates to enjoy together, she said.
So is the Japanese race doomed to extinction, or isn’t it?!