Chugen Gift Average Spending Reaches 9,069 Yen, Surpassing Annual Average; Repeat Customers Spend Over 12,000 Yen | Gochisou Honpo Survey

Sank Co., Ltd. (Headquarters: Hamamatsu City, Shizuoka Prefecture; Representative Director: Koichi Kato), operator of the online shop "Gochisou Honpo," has independently analyzed the purchasing behavior data of 117,033 users on Rakuten Ichiba (covering the period from January 2025 to February 2026, including access, viewing, and purchase data) and announced the mid-year gift (Chugen) trends for 2026.

"Gift Premiums" Emerge During the Chugen Season! Repeat Customer Unit Price Exceeds 12,000 Yen

Three Major Trends: - Occurrence of "Gift Premiums": The average purchase price during the Chugen season (July to August) was 9,069 yen, exceeding the annual average of 8,887 yen. - Repeat Customers Make It a Tradition: The unit price for repeat customers reached over 12,000 yen, approximately 1.5 times that of first-time buyers, driven by the positive feedback from recipients the previous year. - Growing Demand for Large Group Sets: "Large-capacity sets" containing four or more servings accounted for 21.1% of total sales, catering to the needs of families, relatives, and business partners.

Finding 1: Mid-Year Gift Average Price of 9,069 Yen Exceeds the Annual Average (Gift Premium) An analysis of the monthly purchasing behavior data of 117,033 customers showed that the average unit price during the peak Chugen demand period of July and August was 9,069 yen, surpassing the annual average unit price.

[Monthly Average Price Ranking] 1. June (Father's Day): 10,426 yen 2. November (Year-end Gift / Oseibo season): 9,554 yen 3. July (Mid-year Gift / Chugen): 9,362 yen 3. September (Respect for the Aged Day): 9,362 yen 4. August (Late Summer Greeting): 8,802 yen

In contrast to Mother's Day or regular months where two-serving sets are dominant, Chugen purchases tend to focus on high-unit-price products for larger groups, such as "4-serving sets" and "10-serving sets," matching the gift intent of "Please enjoy this with your entire family."

Finding 2: Repeat Customer Unit Price Exceeds 12,000 Yen, Driven by the Habit of "Giving What Was Appreciated Last Year" An analysis of buyers in July and August by customer type (new vs. repeat) showed that the repeat customer unit price reached 12,314 yen in July and 12,052 yen in August. This is approximately 1.5 times the amount spent by first-time buyers (July: 8,085 yen, August: 7,954 yen).

[Unit Price Comparison: New vs. Repeat Customers] - July (Chugen) - New: 8,085 yen | Repeat: 12,314 yen | Ratio: 1.5x - May (Mother's Day) - New: 7,692 yen | Repeat: 9,176 yen | Ratio: 1.2x

Since Chugen is an annual event, the experience of having sent something that pleased the recipient the previous year directly influences the purchase decision for the following year. Furthermore, repeat buyers show a clear tendency to choose higher-priced items than their previous purchase, driving up the overall average customer spending. - Number of Repeat Customers (July 2025): 30 (up 30.4% from 23 in the same month of the previous year) - Repeat Sales: Solid growth of +18.4% year-on-year The purchasing habit of "choosing Gochisou Honpo's Thermidor for the annual Chugen gift" is steadily becoming established.

Finding 3: Large Group Sets (4+ Servings) Account for 21.1% of Sales, Reflecting Unique Chugen Needs Categorized product sales analysis revealed that sets with four or more servings and barbecue sets combined accounted for 21.1% of total sales. While two-serving sets are common for Mother's Day and Father's Day, Chugen is characterized by the selection of larger sets that can be shared among family members or groups.

New Customer Rate During Chugen Reaches 71% to 81% Analysis of the buyer composition during the Chugen season showed that the ratio of new customers was 71% in July and 81% in August. Notably, the number of new buyers in August increased significantly by +27.8% year-on-year (from 72 to 92 customers).

According to the customer analysis report (Rakuten R-Karte as of February 2026), the buyer profile of the shop is characterized by the following: - Gender: Approximately 49% male and 51% female (nearly equal) - Age: 30s (21%) and 40s (19%) form the core customer segment - Rakuten Membership Rank: Platinum and Diamond members exceed 80%

This suggests that mid-year gifts are primarily sent by customers in their 30s and 40s, and that tech-savvy Rakuten heavy users choose the shop to send special gifts to people who have helped them.

Representative's Comment: "During the Chugen season, we receive more requests from customers wishing to send items that the entire family can eat together. Our 4-serving and 10-serving sets are available in multiple configurations to match the family size of the recipient. Additionally, there is a strong demand unique to summer for our lobster barbecue sets. Grilling large lobsters directly on the rack instantly elevates the dining experience. Shipped frozen, these products have a long shelf life, allowing recipients to enjoy them at their convenience, making them ideal as Chugen gifts."