COVID-19 & "Revenge Consumption": An Awareness Survey by the Digital Flyer Service Shufoo!

"Revenge consumption" refers to the phenomenon where consumption, which had been suppressed for some reason, suddenly rebounds after a period of reduced spending. As a consumption pattern that has drawn attention due to the impact of COVID-19, it is one of the current topics under spotlight.

This time, the digital flyer service Shufoo! conducted an Awareness Survey on "Revenge Consumption" targeting 8,108 nationwide consumers. Shufoo! is Japan's largest web service related to flyers. It provides services closely related to consumption at stores such as major supermarkets, drugstores, and electronics retail stores.
What trends are currently seen in revenge consumption? We asked Kenichi Chino, Head of Public Relations at ONE COMPATH Co., Ltd., which operates Shufoo! and other services.

Revenge Consumption as Stress Relief from COVID-19

Please tell us about the background that led you to focus on "revenge consumption" this time.

We have previously conducted various awareness surveys on themes ranging from highly seasonal shopping like year-end and New Year purchases or Valentine's Day to events like consumption tax hikes. I have heard that we have been conducting surveys to utilize them in planning our business and services for quite some time. However, it is not just about individual consumer awareness; understanding the shopping behavior and mindset of "main shoppers" who hold the household purse strings is also important. As Shufoo!, which provides a shopping information platform, I believe it is crucial to capture these voices of 'main shoppers' and disseminate them as data.