Golden Week Spending Trends: 40% Want to Enjoy Dining Out Despite Inflation - Selective Spending Becomes Distinct

Onward Kashiyama Co., Ltd. (HQ: Chuo-ku, Tokyo; President: Michinori Yasumoto)'s marketing group conducted a 'Survey on Price Hikes and Golden Week Spending Intentions' targeting 429 men and women in their 20s to 70s and older across Japan. Amidst continuing price hikes, a 'selective spending' structure is emerging in consumer behavior, where people cut what can be cut and spend on what they want to enjoy.

**Key Survey Findings:** - **Household Spending Review:** 82.1% of respondents have reviewed their household spending. The primary reasons were the rising costs of food and daily necessities (65.6%) and utility bills (58.1%). - **Items Cut Due to Inflation:** The top item cut was 'Dining out' (50.8%), followed by 'Clothing and Fashion' (31.7%). This indicates that daily discretionary spending is being strictly controlled. - **Golden Week Spending Intentions:** Despite the daily saving, 40.8% of respondents expressed a desire to 'Enjoy dining out' during the Golden Week (GW) period. Other popular spending items included 'Clothing and Fashion' (24.9%) and 'Travel' (23.3%).

**Analysis of 'Selective Spending':** These results highlight a distinct trend where consumers save on daily life but prioritize spending for leisure and self-expression during long holidays. The high interest in fashion (ranked 5th overall for GW spending items) suggests a strong latent desire for self-improvement and styling during special outings. Onward Kashiyama will continue to analyze these changing consumer values to propose lifestyles that balance smart saving with the joy of dressing up.