At-Home vs. Nearby? The Reality of Golden Week 2026 Plans - Consumer Trend Survey
Nippon Information Co., Ltd. conducted a survey on 1,074 people regarding their GW 2026 plans. The majority plan to stay home, and while spending is expected to rise for some, the primary driver is inflation rather than increased activity.
📋 Article Processing Timeline
- 📰 Published: April 25, 2026 at 01:59
- 🔍 Collected: April 24, 2026 at 17:31
- 🤖 AI Analyzed: April 24, 2026 at 20:52 (3h 20m after Collected)
Nippon Information Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Keita Saito), a comprehensive marketing research firm, conducted a 'Consciousness and Action Survey on GW Plans and Consumption' targeting 1,074 men and women aged 20-69 nationwide via internet research. The survey was conducted from April 6 to April 7, 2026.
### Findings from the Survey Results
#### ■ Findings 1
About 70% of people have already decided how they will spend Golden Week. The most common plan is 'relaxing at home.' Men in their 30s show a stronger inclination toward outings and leisure, such as 'trips involving overnight stays' and 'dining out, shopping, and leisure facilities,' compared to other generations. Generally, the younger the age, the more leisure plans they have.
Overall, 29.1% of people have not decided their plans, while 70.9% have decided something. The most common plan is 'relaxing at home' at 49.3%. Men in their 30s have the highest rate for domestic travel at 38.9% among all gender/age groups. They also tend to plan more for dining out, shopping, and using leisure facilities. Consequently, their spending is higher than other generations, with 'transportation costs' cited by 47.2% as an item likely to increase in expenditure.
#### ■ Findings 2
Regarding GW spending, 'undecided' is the highest category, while the percentages for 'under 10,000 yen' and '10,000 to under 30,000 yen' are also high, concentrating in affordable ranges. Younger groups with more leisure plans expect to spend more than last year, but the primary reason behind the increase is the impact of rising prices.
'Undecided' (32.7%) was the top response for the amount to be spent, followed by '10,000 to under 30,000 yen' (19.4%) and 'under 10,000 yen' (18.7%). For men in their 30s, '50,000 to under 100,000 yen' was higher than other generations at 16.7%, but 'under 10,000 yen' was also high at 29.2%, showing polarization. Among younger generations with strong leisure tendencies, the percentage expecting to spend 'more' than last year is higher than those spending 'less.' However, the reason is heavily influenced by high prices.
#### ■ Findings 3
During leisure activities, spending on 'food and souvenirs' such as coffee/tea, snacks/sweets, onigiri/bento/bread, and souvenirs shows a more noticeable increase compared to spending time at home.
'Snacks and sweets' are high in both leisure and home categories. Notably, in leisure settings, 'onigiri, bento, and bread' (39.2%) and 'souvenirs' (32.7%) stand out. Among beverages that see increased purchases during leisure, 'coffee' (26.7%) and 'teas' (24.9%) are prominent. Alcohol purchases among men in leisure settings were significantly higher at 31.7% compared to 13.4% for women.
### Main Survey Results
1. **Main way to spend GW:** Overall, 'not yet decided' was highest at 29.1%, followed by 'mainly spending at home' at 27.0%. Men in their 30s stood out for 'travel (with overnight stay)' at 20.5%.
2. **All GW plans:** 'Relaxing at home' was the top answer at 49.3%. Men in their 30s showed active behavior with higher rates for dining out, shopping, and domestic travel.
3. **Total GW Budget:** 'Not specifically decided' was 32.7%, followed by '10,000-30,000 yen' (19.4%). 30s males showed polarization with some planning 50,000-100,000 yen (16.7%) and others under 10,000 yen (29.2%).
4. **Spending Change vs Last Year:** 'No change' was 57.9%. Among those saying 'will increase' (16.2%), the top reason was 'rising prices' at 51%.
5. **Products with Increased Purchase (Food):** Snacks and sweets are high regardless of location. For leisure, onigiri, bento, and souvenirs are especially high.
### Findings from the Survey Results
#### ■ Findings 1
About 70% of people have already decided how they will spend Golden Week. The most common plan is 'relaxing at home.' Men in their 30s show a stronger inclination toward outings and leisure, such as 'trips involving overnight stays' and 'dining out, shopping, and leisure facilities,' compared to other generations. Generally, the younger the age, the more leisure plans they have.
Overall, 29.1% of people have not decided their plans, while 70.9% have decided something. The most common plan is 'relaxing at home' at 49.3%. Men in their 30s have the highest rate for domestic travel at 38.9% among all gender/age groups. They also tend to plan more for dining out, shopping, and using leisure facilities. Consequently, their spending is higher than other generations, with 'transportation costs' cited by 47.2% as an item likely to increase in expenditure.
#### ■ Findings 2
Regarding GW spending, 'undecided' is the highest category, while the percentages for 'under 10,000 yen' and '10,000 to under 30,000 yen' are also high, concentrating in affordable ranges. Younger groups with more leisure plans expect to spend more than last year, but the primary reason behind the increase is the impact of rising prices.
'Undecided' (32.7%) was the top response for the amount to be spent, followed by '10,000 to under 30,000 yen' (19.4%) and 'under 10,000 yen' (18.7%). For men in their 30s, '50,000 to under 100,000 yen' was higher than other generations at 16.7%, but 'under 10,000 yen' was also high at 29.2%, showing polarization. Among younger generations with strong leisure tendencies, the percentage expecting to spend 'more' than last year is higher than those spending 'less.' However, the reason is heavily influenced by high prices.
#### ■ Findings 3
During leisure activities, spending on 'food and souvenirs' such as coffee/tea, snacks/sweets, onigiri/bento/bread, and souvenirs shows a more noticeable increase compared to spending time at home.
'Snacks and sweets' are high in both leisure and home categories. Notably, in leisure settings, 'onigiri, bento, and bread' (39.2%) and 'souvenirs' (32.7%) stand out. Among beverages that see increased purchases during leisure, 'coffee' (26.7%) and 'teas' (24.9%) are prominent. Alcohol purchases among men in leisure settings were significantly higher at 31.7% compared to 13.4% for women.
### Main Survey Results
1. **Main way to spend GW:** Overall, 'not yet decided' was highest at 29.1%, followed by 'mainly spending at home' at 27.0%. Men in their 30s stood out for 'travel (with overnight stay)' at 20.5%.
2. **All GW plans:** 'Relaxing at home' was the top answer at 49.3%. Men in their 30s showed active behavior with higher rates for dining out, shopping, and domestic travel.
3. **Total GW Budget:** 'Not specifically decided' was 32.7%, followed by '10,000-30,000 yen' (19.4%). 30s males showed polarization with some planning 50,000-100,000 yen (16.7%) and others under 10,000 yen (29.2%).
4. **Spending Change vs Last Year:** 'No change' was 57.9%. Among those saying 'will increase' (16.2%), the top reason was 'rising prices' at 51%.
5. **Products with Increased Purchase (Food):** Snacks and sweets are high regardless of location. For leisure, onigiri, bento, and souvenirs are especially high.