Survey: Japanese consumer sentiment during the coronavirus crisis

Most Japanese consumers continue to have mixed feelings about economic recovery, with pessimism increasing slightly since September.

In Japan, consumers’ perceived outlook on the country’s economic recovery from the pandemic is less negative compared to April, but with a slight increase in pessimism from September. Most consumers believe it will take at least another four months before their routines and finances can return to normal. Discretionary spending is coming back into a downward trend, and while the trend to increase online purchasing has not been as dramatic in Japan compared to other APAC countries, consumers’ intent to purchase online continues to increase. Consumers have accelerated new digital and low-touch shopping behaviors such as restaurant delivery, self-checkout, and buying online for in-store pickup. Most intend to continue these behaviors after the pandemic subsides.

These exhibits are based on survey data collected in Japan from November 9–15, 2020. Check back for regular updates on Japanese consumer sentiments, behaviors, income, spending, and expectations.

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