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Business

Aeon brings 'Singles Day' to Japan for online sales event

Japanese retailer borrows Chinese, US promotions to energize slow November

Retailer Aeon highlights items to be promoted during its Singles Day online sales event in Japan.

TOKYO -- Japanese retailer Aeon plans a domestic online sales event modeled on China's Singles Day, hoping to spur consumption in the usually quiet month of November.

Singles Day sales are common in China, as e-commerce titan Alibaba Group Holding and others celebrate Nov. 11 by offering promotions.

Aeon's cyber sale runs Nov. 10-17 at 24 group e-commerce sites, the company said Monday. Men's four-piece suits will be priced at 11,111 yen ($97.72) before tax, while perks for shoppers to earn 11 times the normal reward points also will be offered. Core unit Aeon Retail, which operates general merchandise stores, will put around 130,000 items on sale.

Last year, Aeon held a Black Friday sale, following the American business practice. The late November event lifted sales for the period by roughly 20% on the year. The company will expand the Black Friday event by one day this year, targeting a 25% increase in sales over the Nov. 23-26 period.

November tends to be a slow period as Japanese consumers curb spending before the winter bonus season. Aeon is tapping ideas from abroad to spur consumption ahead of the year-end shopping season.

(Nikkei)

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