Shichi-Go-San Isn't Just in November? Survey Reveals 41.8% of Families Celebrate in Spring or Summer [Survey of 100 Parents]

MySelect Kimono Rental (operated by LIN Co., Ltd. / Kani City, Gifu Prefecture) conducted an online survey of 100 parents who have experienced Shichi-Go-San, focusing on when they held the traditional event.

The results showed that 48.8% of families held Shichi-Go-San in autumn, the highest proportion. However, when combined, those celebrating in spring (20.9%) and summer (20.9%) reached 41.8%, indicating that a significant number of families are choosing dates outside the traditional November period.

Shichi-Go-San is traditionally observed around November 15th. However, in recent years, there has been a growing trend to hold the event at alternative times due to family scheduling needs and to avoid peak season congestion.

■ Survey Results | Shichi-Go-San Is Not Just an Autumn Event

When asked about the timing of their Shichi-Go-San celebration:

・Autumn: 48.8%

・Spring: 20.9%

・Summer: 20.9%

The highest number of families chose autumn, but the combined spring and summer figure reached 41.8%, showing a clear diversification in celebration timing.

■ Why Are Families Choosing Non-Autumn Dates?

Key reasons for holding Shichi-Go-San outside of autumn include:

・Avoiding November congestion

・Better alignment with family schedules

・Easier photo studio reservations

・Avoiding extreme temperatures (summer heat or winter cold)

Increasingly, families are viewing Shichi-Go-San as a personal family milestone rather than a rigid tradition, leading to more flexible timing choices.

■ Industry Insight | The Rise of 'Distributed Shichi-Go-San'

At MySelect Kimono Rental, usage during spring break, Golden Week, and summer vacation periods has been increasing year by year.

In particular, recent years have seen growing popularity in formats such as:

・Pre-shoot photography

・Spring Shichi-Go-San

・Early celebrations

This reflects a broader shift toward diversified timing for the event.

The current survey results confirm this evolving trend.

■ Avoiding the Crowds: A Strategic Choice

Due to heavy congestion at shrines and photo studios in November, many families intentionally schedule photo shoots and shrine visits during spring or summer.

In some regions and shrines, Shichi-Go-San blessings are available year-round, supporting the shift toward scheduling based on family convenience.

■ Related Pages

Shichi-Go-San Rental Collection

https://www.tomesode-myselect.com/SHOP/205828/list.html

When Should You Hold Shichi-Go-San? The Complete Guide

https://www.tomesode-myselect.com/news/howto-shichigosan/753_complete_guide/

Survey Overview

Target: Parents who have experienced Shichi-Go-San

Participants: 100

Method: Online survey (Freeasy)

Period: June 2026

Conducted by: LIN Co., Ltd.