Sogo & Seibu Refocuses on 'Flowers' for Mother's Day 2026, Riding the Youth Gifting Trend

## Sogo & Seibu's Mother's Day 2026

Sogo & Seibu is launching a "Mother's Day with Flowers" promotion, featuring a wide range of "Flower Gifts" including fresh flowers, preserved flowers, flower-themed cosmetics, food, and fashion accessories.

According to an internal survey conducted in January (1,324 respondents), "classic gifts" such as flowers, sweets, and parasols remained highly supported. Many respondents shared memories related to flowers in the open comment section. Furthermore, as the "flower-gifting culture"—giving flowers for celebrations or gratitude—is trending particularly among those in their 10s and 20s, the department store is refocusing on "flowers" as a gift that resonates across generations. The promotion visuals feature original flower artwork created by illustrators specifically for Sogo & Seibu's Mother's Day, colorfully decorating the store interiors.

### Event Overview
- **Period:** April 7 (Tue) – May 10 (Sun), 2026 (*Dates may vary by store)
- **Venues:** All 10 Sogo & Seibu stores and the official online store "e.Department"
- **Offerings:** Fresh flowers, preserved flowers, cosmetics, food, etc.

### Flower Gifts (Maintenance-free and Ready to Display)
Responding to the survey where some voiced that caring for plants can be burdensome for certain age groups, Sogo & Seibu is offering fresh flower arrangements that can be displayed immediately and preserved flowers that require no watering.

- **Hibiya-Kadan / Nozomi Yuasa x ChouChou Fleur "Petal Rouge": 5,500 yen**
A bouquet that requires no vase or watering, wrapped in original paper by illustrator Nozomi Yuasa. (Available at Seibu Ikebukuro, Sogo Yokohama, Sogo Chiba, and Sogo Omiya).
- **Hibiya-Kadan / Arrangement "Fete des Fleurs": 8,800 yen**
A basket arrangement featuring flowers in gentle, sunny colors, as if picked by a fairy. (Available at Seibu Ikebukuro, Sogo Yokohama, Sogo Chiba, and Sogo Omiya).
- **Palais Flora / Pink Box Arrangement: 6,600 yen**
A preserved flower arrangement that looks like a spring courtyard captured in an original pink box. (Available at Sogo Chiba, Hiroshima, Omiya, and Seibu Akita, Fukui).
- **Hibiya-Kadan / Fresh Flower Marguerite "Ichigo Milk": 5,830 yen**
A lovely Marguerite flower in pink and white. (Available via e.Department online store).

### Flower Food (Instagrammable Gourmet for the Family)
Since families often spend Mother's Day together, flower-themed sweets and prepared foods that can be shared are highly popular.

- **Yogurt Four Seasons / Yogurt Flower Cookie Tin: 2,700 yen**
Cookies made with yogurt and whey, featuring various flower shapes. (Available at Sogo Omiya).
- **Antenor / Carnation Cake (15cm): 4,698 yen**
A cake with white chocolate carnations on a refreshing strawberry and peach mousse. (Available at Sogo Yokohama and Chiba, May 8-10 only).
- **Umemori Honten / Hanaemu Ohagi (8 pcs, Frozen): 6,201 yen**
An assortment of ohagi (sweet rice balls) shaped like seasonal flowers. (Available via e.Department).
- **Yoku Moku / Cadeau du Printemps: 2,160 yen**
A seasonal gift assortment that carries the feeling of giving flowers. (Available at Seibu Ikebukuro, Sogo Yokohama, Chiba, Hiroshima, Seibu Shibuya, Sogo Omiya, and Seibu Tokorozawa S.C.).
- **Kaiseki Aoyama / Mother's Day Gozen: 2,700 yen**
A visually stunning Japanese meal with chirashi sushi, grilled alfonsino, and tempura. (Available at Seibu Ikebukuro, Sogo Yokohama, and Sogo Omiya).
- **Nadaman Chubo / Mother's Day Gozen: 3,240 yen**
A special bento box with a message of gratitude and carnation illustrations. (Available at Seibu Ikebukuro, Sogo Yokohama, Chiba, Omiya, and Seibu Tokorozawa S.C.).

### Flower Cosmetics (Luxurious Self-Reward)
Reflecting the needs of modern children who want to share "luxury cosmetics" with their mothers, Sogo & Seibu is offering floral-scented and flower-themed beauty products.

- **Givenchy Beauty / Irresistible Eau de Parfum Nectar (50ml): 16,720 yen**
A floral-woody-gourmand fragrance featuring a harmony of sweet notes and radiant rose. (Available at Seibu Ikebukuro, Sogo Yokohama, Chiba, Shibuya, Hiroshima, and e.Department).