Gift-Giving in the SNS Era: "I Want to Celebrate, But Don't Know What to Give" is the Most Common Problem. Over 1 in 3 Feel Guilty for Not Giving Anything Despite Knowing About an Occasion...

In today's world, it's easy to learn about friends' or colleagues' "celebrations" like birthdays through daily conversations and social media. While people want to convey their celebratory feelings immediately, the existence of "gift refugees" who end up missing the opportunity to give a gift due to the dilemma of "what would be a well-received present?" is becoming apparent. Therefore, this survey was conducted targeting men and women aged 20 to 40 nationwide to investigate the hurdles in gift selection for celebratory occasions and the actual consumer situation.

Survey Results Summary

Over 1 in 3 people (38.7%) experience "guilt" for not doing anything despite learning about a celebration through daily conversation or social media.

The top gift-giving concern is "not knowing what the recipient wants (48.9%)".

As a result of deliberation, approximately 1 in 12 people (8.4%) answered that they "ultimately decided not to give a gift (gave up)". Another 21.3% said "time just passed while I was undecided."

If conditions like "being in a hurry (same day/previous day) (26.0%)" are met, there is a tendency for gift purchases at nearby convenience stores to be acceptable.

Survey Overview

Survey Title: Questionnaire About You

Survey Period: March 25, 2026 - April 1, 2026

Target Respondents: Men and women aged 20-49 who have given gifts in the past 12 months

Number of Valid Responses: 1,410

Survey Method: Internet survey (online)

Area: Nationwide

Survey Organizer: Incomm Japan Inc.

1. Ignoring Celebrations... "Gift Guilt" Experienced by Over 1 in 3 People

In this survey, when asked "Have you ever felt guilty for not giving a gift despite learning about a celebration such as a friend's or colleague's birthday through daily conversation or social media?" (Q1), over 1 in 3 people (38.7%) answered "Yes." While the spread of social media has made it easier to stay updated on others' life events and anniversaries in a timely manner, it has become clear that approximately 40% of consumers are experiencing psychological burden and guilt due to the lack of corresponding action (giving a gift).

2. The Biggest Hurdle to Moving Forward Despite Good Intentions is "Not Knowing the Right Answer"

Why do people stumble in gift selection despite having celebratory feelings? When asked about the reasons for difficulty in gift selection (Q2), "not knowing what the recipient wants (48.9%)" was the most common answer, followed by "not knowing the recipient's preferences (43.6%).

Additionally, many respondents answered "not wanting to be rude/not wanting to miss the mark (27.7%)", suggesting that the "fear of failure" is a significant psychological hurdle in gift selection precisely because of the strong desire to please the recipient.

3. As a Result of Deliberation, Opportunity Loss Occurs as Approximately 1 in 12 People "Give Up" on Gifts

In response to the question "What experiences have you had as a result of difficulty in gift selection?" (Q3), it was found that a certain number of people fall into the category of "time just passed while I was undecided (21.3%)" without taking any action.

Furthermore, 8.4% (approximately 1 in 12 people) answered that they "ultimately decided not to give a gift." This indicates that the indecision about "what to give" can lead to the abandonment of the celebration itself, resulting in "opportunity loss" that occurs daily for both the giver and the receiver.

4. "Last-Minute Rush" on the Day/Previous Day x "Peace of Mind in Choosing" Saves Gift Refugees

In situations where one learns of a birthday on the same day via SNS and needs to quickly prepare a celebration, what kind of solutions are sought? In response to the question "Under what conditions would you consider purchasing a gift at a convenience store?" (Q4), the answers that garnered support were "looks presentable (backing/envelope/design) (34.4%)", followed by "a format where the recipient can 'choose their favorite item' (28.6%)", and "being in a hurry (same day/previous day) (26.0%)".

It is believed that items that can be obtained at any time from a nearby location, clearing the two major hurdles of "not knowing the recipient's preferences" and "not having time to go shopping," can lead to problem-solving for those who would otherwise give up on giving gifts.

5. Give Without Hesitation, Be Appreciated. "Eraburu Gift" That Doesn't Miss Celebratory Opportunities

In response to the consumer's dilemma of "wanting to celebrate but not knowing what to choose and giving up," Incomm Japan offers the multi-item exchange gift card "Eraburu Gift" as a new option to reliably convey celebratory feelings.

This product can be purchased 24 hours a day, 365 days a year at FamilyMart and Ministop stores nationwide. It can be obtained immediately even when learning of a celebration on SNS on the same day, and because the recipient can choose their own favorite item, it completely eliminates the anxiety of "missing their preferences."

<Product Overview>

Product Name: Eraburu Gift

Product Site: Eraburu Gift | A delightful gift where you choose and receive your favorite item

Product Features: Can be handed over as a physical card (with envelope). It is a multi-choice gift card that allows you to freely choose from multiple items and exchange them multiple times. It does not need to be used all at once and can be enjoyed at the recipient's pace and preference by exchanging items little by little.

Target Audience: Recommended for everyone who struggles with gift selection, regardless of generation or gender.

Price: 3,000 yen / 5,000 yen / 10,000 yen / 30,000 yen (tax-exempt)

Expiration Date: 180 days from purchase date

Sales Stores: FamilyMart and Ministop stores nationwide