Jagoo Analyzes Sales Data from Over 50 Rakuten Ichiba Stores: Over 70% of Annual Revenue Generated During Events, with Major Events Boosting Sales by Over 5x

Jagoo Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director: Hirokane Yonehara), a company specializing in e-commerce support, has released an original research report analyzing daily sales data from over 50 Rakuten Ichiba stores between January 2024 and December 2025.

The study found that while Rakuten Ichiba's event periods account for approximately 48% of the year, they generate about 71% of total annual revenue. Furthermore, it was confirmed that stores that utilize event promotions while simultaneously strengthening their off-peak sales foundations tend to have more stable year-over-year (YoY) growth.

Background of the Report

Rakuten Ichiba hosts major promotional events throughout the year, such as the "Shopping Marathon," "Rakuten Super SALE," and "Black Friday."

While many merchants increase advertising investment and coupon strategies to align with these events, many face the challenge that "sales are concentrated during event periods, making it difficult to cultivate a foundation for off-peak sales."

Jagoo quantitatively analyzed the relationship between the sales ratio during event periods and business growth based on actual data accumulated in their support operations. This report was published to help Rakuten Ichiba merchants objectively understand their sales structure and utilize it for future strategy design.

Survey Overview

- Target: Over 50 Rakuten Ichiba stores supported by Jagoo
- Data: Daily sales data per store
- Period: Two years from January 2024 to December 2025
- Event Days: 176 days per year (approx. 48% of the year)
- Conducted by: Jagoo Inc.
- Events included: Shopping Marathon, Rakuten Super SALE, Black Friday, Great Thanksgiving, Rakuten Eagles Thanksgiving, Rakuten Brand Day

Summary of Findings

1. Approximately 71% of annual revenue is generated during event periods
Analysis of two years of data from over 50 stores showed a median event sales ratio of 70.9% and an average of 71.4%.
This confirms that the majority of sales on Rakuten Ichiba are generated during event periods.
With event periods accounting for about 176 days (approx. 48%) of the year, the fact that they generate 70% of revenue highlights the high daily sales ratio during these times.
- Event sales ratio: Minimum 49.4%
- Median: 70.9%
- Daily sales during events: 2.75x compared to normal periods

2. Average 25% decline in the month following Rakuten Super SALE
Analysis of sales in the month following the quarterly Rakuten Super SALE (March, June, September, December) showed an average decline of around 25%. The concentration of purchasing demand during events leads to a subsequent dip in the following month.
- April (after March Super SALE): -25.1%
- July (after June Super SALE): -20.8%
- October (after September Super SALE): -28.6%
- January (after December Super SALE): -27.2%

3. Strengthening off-peak sales is key to stable growth
Stores were categorized by their event sales ratio, and it was found that those strengthening their off-peak sales foundation while utilizing event promotions showed higher YoY growth.
- Event sales ratio 65% or less (low): Median YoY +12.4%
- Event sales ratio 65% or more (medium): Median YoY +4.0%
Stores with structures capable of generating stable sales outside of event periods showed higher annual growth. Strengthening the off-peak foundation alongside maximizing event sales is considered essential for long-term stable growth.

4. Black Friday has the highest daily average sales lift at 5.67x
Comparing the lift ratio (sales during event vs. normal) by event, Black Friday and Rakuten Super SALE showed particularly high figures.
- Black Friday: 5.67x
- Rakuten Super SALE: 5.08x
- Brand Day: 3.07x
- Great Thanksgiving: 3.04x
- Shopping Marathon: 2.28x
- Eagles Thanksgiving: 1.82x
Note: The Shopping Marathon, held for about 120 days annually, accounts for about 40% of annual sales, making it the event with the highest contribution to total annual revenue.

Conclusion

This study reaffirms that leveraging events is a critical strategy for sales expansion on Rakuten Ichiba, with event-period sales reaching 2.75x the normal level. Rakuten Ichiba continues to strengthen major events in 2026, and further traffic is expected.

In particular, Black Friday and Rakuten Super SALE, with lift ratios of over 5x, are events where high sales can be generated in a short period, offering high ROI for advertising and inventory investment. For such events, strategic inventory buildup, RPP ad budget allocation, and product page optimization are key points for maximizing sales.

On the other hand, stores with an event sales ratio of 65% or less showed higher YoY growth, suggesting that building a "structure that sells during normal periods" is a crucial factor for long-term growth.

Jagoo analyzes that for future Rakuten Ichiba operations, strengthening off-peak sales through SEO, CRM, and ad management, in addition to maximizing event strategies, will be a key theme for sustainable growth.