November 2025 has arrived, the season of Black Friday in Japan, a perfect opportunity to purchase high-quality products at discounted prices. What unique features characterise Black Friday in Japan? Which shopping mall offers the best deals? Let’s explore Japan’s Black Friday with ESIMJAPAN.com.
Does Japan also have Black Friday?
Yes, Japan also has Black Friday. However, Black Friday in Japan is completely different from that in the United States in its atmosphere and operating style. In Japan, the Black Friday sales usually take place from mid to late November. In Japan, the sales culture is comparatively calmer and more focused on online shopping, unlike in the United States, where people line up in front of stores at dawn. Large retailers, department stores, and online shopping malls participate, and in recent years, recognition and participation rates by the general public have steadily increased.
Key features of Black Friday in Japan
| Feature | Description |
|---|---|
| Event Period | Mid-Late November (Varies by retailers) |
| Sales platform | Primarily online, with some offline store participation |
| Discount Range | Around 10-30% (More moderate compared to the US) |
| Major Participants | Amazon Japan, Rakuten, AEON, Bic Camera, Yodobashi, UNIQLO, etc. |
| Atmosphere | Calm and orderly, with a focus on points and coupons |
In Japan, Black Friday is called Burakku Furaidē. As of 2025, about 72% of Japanese consumers are aware of Black Friday, and approximately 45% have made purchases during the event.
History and Expansion of Black Friday in Japan
The mid-2010s marked the introduction of Black Friday in Japan. American shopping trends influenced global e-commerce, which in turn shaped Japanese consumer culture.
Timeline of Major Milestones
| Year | Key Event |
|---|---|
| 2014 | Toys”R”Us Japan launches Japan’s first-ever Black Friday sale |
| 2016 | AEON rolls out a large-scale nationwide Black Friday campaign, rapidly boosting awareness across Japan |
| 2019 | Amazon Japan officially joins Black Friday, accelerating the shift toward online-focused shopping |
| 2020-2021 | COVID-19 reduces in-store crowds, leading to a sharp rise in online shopping |
| 2023 | Major retailers such as Rakuten, Yahoo Shopping, UNIQLO, and Bic Camera fully participate |
| 2024 | AEON Malls held their biggest-ever Black Friday sale with over 2,000 items discounted both in-store and online, covering food, daily goods, and winter seasonal products |
| 2025 | Full participation is expected from major retailers, expanding toward integrated online and offline sales |
After Toys”R”Us Japan’s initial introduction in 2014, followed by AEON’s large-scale campaign in 2016, it became the turning point for Black Friday’s growth in Japan. In particular, the entry of Amazon Japan in 2019 notably accelerated the nationwide adoption of an online-centered Black Friday culture, transforming it into a major e-commerce event.
AEON Black Friday 10th Anniversary (2025)
The year 2025 marks the 10th anniversary of AEON’s Black Friday launch. AEON announces its largest sale ever, “AEON Super! Black Friday,” from November 20 (Thu) to November 30 (Sun).
Major promotions include up to 30x WAON point rewards and exclusive sales of pure gold sets worth over 40 million yen. These highlight AEON’s bold and celebratory approach to its milestone anniversary.
Black Friday in Japan: Estimated Schedule
Black Friday in Japan is not fixed to the day after Thanksgiving Day as in the United States. Each retailer sets its own schedule, with most sale events happening between the third and fourth weeks of November.
Estimated schedule for 2025
| Category | Date | Remarks |
|---|---|---|
| Japan Black Friday Begins | Between November 20 (Thu) and November 23 (Sat) | Varies by retailer |
| Main sale period | November 20 – December 1 | Operates for about 7–10 days |
| Cyber Monday | December 1 (Mon) | Online sale extension (some retailers) |
Expected 2025 Schedule by Major Retailers
- AEON: November 20 (Thu)~November 30 (Sun)- 11-day event, the largest-scale event ever.
- Rakuten: November 21 (Thu) 8:00 p.m. – November 27 (Wed) 1:59 a.m. (expected)
- Yodobashi Camera: November 23 (Sat) – December 1 (Sun) (expected, 9 days)
In Japan, instead of focusing on a single day, Black Friday tends to be held as a “Black Friday Week.” Therefore, travellers visiting Japan after mid-November are encouraged to check major shopping malls and online stores in advance to make the most of the deals.
Unique Characteristics of Black Friday in Japan Compared to the U.S
Black Friday in Japan varies from its U.S. counterpart in several ways. Unlike the US, where people line up in front of the store from dawn and enjoy a massive discount of about 50~70%, Japan’s Black Friday sales are more moderate, orderly, and mostly online-focused.
Let’s take a look at the comparison between the United States and Japan
| Category | United States | Japan |
|---|---|---|
| Start date | Fixed on the following Friday after Thanksgiving | Mid to late November, varies by retailer |
| Discount Range | 30–70% (varies by product) | Around 10–30% |
| Atmosphere | Large crowds, early-morning store rush | Calm, orderly, mainly online |
| Main Channels | Primarily offline stores → expanding online | Primarily online → some offline participation |
| Promotional style | Focus on deep discounts | Focus on point rewards, coupons, and cart discounts |
| Duration | Concentrated over 1–3 days | Spread across 1 week to 10 days |
Special features of Japan’s Black Friday
Online-centred shopping culture
In Japan, online shopping plays a major role compared to offline shopping. Major platforms such as Amazon Japan, Rakuten, and Yahoo Shopping hold large-scale sales, where the main focus is on downloading coupons via mobile apps and earning reward points.
Promotions based on points and coupons
Japanese consumers prefer increased point rewards or coupon distribution more than immediate price discounts. For example, Rakuten Points can reach up to 46.5x during special campaigns. Rakuten also runs a “Shop Hopping” event, where shoppers can earn up to 10x points depending on the number of participating stores they purchase from.
Lower proportion of Deep discounts
Discounts of 50% or more are very rare. Mostly 10~30% sales is the standard in Japan. However, clearance items or special brand-sponsored products may occasionally feature 40–50% discounts.
Flexible start dates and durations
Unlike in the US, Japan does not have a fixed date. Each retailers announce its own schedule. From the start of November, it is important to check official websites or apps for “ブラックフライデー 2025 (Black Friday-2025)” banners and sales announcements.
Major sites and brands for Black Friday in Japan
In 2025, nearly all major retailers in Japan are expected to join Black Friday sales, offering promotions both online and in-store.
Major Online shopping platforms
| Platform | Expected period | Features | Black Friday Page |
|---|---|---|---|
| Amazon Japan | 11/28(Fri)~12/5(Fri) expected | Electronics, Lifestyle products & Fashion Point up to 12% | Amazon BF |
| Rakuten | 11/21(Thu) 20:00~11/27(Wed) 01:59 expected | Up to 46.5x points, shop hopping | 楽天BF会場 |
| Yahoo! | 11/25(Thu)~11/30(Sun) expected | Maximum PayPay point cashback | Yahoo!BF |
| Qoo10 Japan | Expected late November | Cosmetics, K-beauty 20~50% off | Qoo10 |
| ZOZOTOWN | Expected late November | Japanese fashion brands are 10~30% off | ZOZO |
Major offline Retailers and Electronics Stores
| Retailer | Expected period | Features | Official site |
|---|---|---|---|
| AEON | Nov 20 (Thu) – Nov 30 (Sun) | 10th anniversary, largest sale ever, with up to 30x WAON points | イオンBF |
| Bic Camera | Around Nov 20 – Dec 1 (expected) | Electronics & computers, tax-free +BF delas combinable | ビックカメラ |
| Yodobashi Camera | Nov 23 (Sat) – Dec 1 (Sun) (expected) | Over 8000 electronics items, 10% point rewards | ヨドバシ |
| UNIQLO | Late November (expected) | Basic items 10-20% off | ユニクロ |
| GU | Late November (expected) | Affordable fashion 20-40% off | GU |
Tips for Mobile App Download
Most Japanese shopping sites offer mobile app-exclusive coupons. If you install the apps and sign up in advance before visiting Japan, you can receive extra discount coupons on Black Friday.
- Amazon Japan App: ¥500 discount coupon for first-time purchases (conditions apply)
- Rakuten App: Additional point rewards of 1-2%
- Yahoo Shopping App: Up to 20% cashback when paying with PayPay
Membership registration usually requires only an email address, and most services can be used without a Japanese phone number. However, the delivery address must be within Japan. Make sure to check your hotel address in advance.
Practical Travelers’ Guide for Black Friday Shopping in Japan
To make the most of Japan’s Black Friday, travelers should prepare in advance and know a few local shopping tips.
| Preparation Item | Details | Recommended Timing |
|---|---|---|
| App installation and membership registration | Install the Amazon Japan, Rakuten, and Yahoo Shopping apps | 2 weeks before departure |
| Download coupon | Save Black Friday coupons from each site in advance | 1 week before departure |
| Check for Tax-Free eligibility | Carry your passport and check stores offering tax-free shopping | Before departure |
| Check the Hotel address | Confirm your hotel address to use it as a delivery destination for online shopping | Before departure |
| Credit card benefits | Check for Visa/Mastercard additional discount promotions | Before departure |
| eSIM or Mobile data | Secure a reliable internet connection for online coupons and price comparisons | Before departure |
Important Tips for Online Shopping
While shopping online during Black Friday in Japan, keep the following points in mind:
Delivery within Japan only
Most Japanese shopping sites do not offer international shipping. Consequently, you’ll need your hotel or guesthouse address as the delivery destination, and make sure to coordinate the delivery date so that the package arrives before your checkout.
Payment methods – Credit card or PayPay
Amazon Japan, Rakuten, and Yahoo Shopping all support international Visa and Mastercard payments. Some sites also offer extra point rewards when using PayPay, Japan’s mobile payment app. Installing the PayPay app in advance and linking it to your international card is a good option for additional savings.
Coupon stacking is not allowed
On most Japanese shopping platforms, you cannot combine multiple coupons. If you have several coupons, only the highest discount can be applied. Therefore, check and calculate which one benefits you the most before checkout.
Tips for offline shopping
Take advantage of Tax-Free Shopping
Foreign travelers in Japan can enjoy an 8–10% tax exemption. Bring your passport and complete the procedure at the tax-free counter. When combined with Black Friday discounts, this can significantly increase your total savings.
Check store opening times and avoid peak hours
Major stores like AEON and Bic Camera are usually open from 10:00 a.m. to 8:00 p.m., even during Black Friday. To avoid crowds, shop on weekdays or during early morning or evening hours instead of weekend afternoons.
Apply for Store Point cards
Electronics stores such as Bic Camera and Yodobashi Camera allow foreign visitors to register for point cards. You can earn 5–10% back in points from your purchase, which can be used for future shopping. This is a great option for those planning a longer stay in Japan.
Preparing for Data and Internet Connection
A stable internet connection is essential for downloading online coupons, comparing prices, and checking product availability. For travelers, using an eSIM in Japan is the most convenient option.
Recommended eSIM Plan
- ESIMJAPAN.com: Nationwide plans, multi-country plans, and city plans are available with fixed or unlimited data options at 5G/4G speeds, including 3GB daily data for chosen dates, with validity periods ranging from 3 to 90 days.
- Activation: Simply scan the QR code, and it’s ready to use within 3 minutes
- Benefits: Connect to data immediately upon arrival at the airport, with no roaming fees or SIM card hassle
By installing an eSIM before departure, you can download the Amazon Japan or Rakuten Apps right after landing to access coupons and check live sale updates in real time.
Regional Black Friday Shopping Spots – Tokyo, Osaka, and Fukuoka
Here are some of the best shopping destinations to visit during the Black Friday season across Japan’s major cities.
Recommended shopping spots in Tokyo
| Area | Store/Mall | Highlights |
|---|---|---|
| Shinjuku | Bic Camera, Yodobashi, Isetan Department Store | One-stop shopping for electronics and luxury brands |
| Shibuya | SHIBUYA109, Tokyu Hands | Focused on trendy fashion and lifestyle goods |
| Ginza | Mitsukoshi, Takashimaya, UNIQLO Flagship Store | Focused on luxury brands |
| Akihabara | Yodobashi Akiba, LAOX | Electronics and anime merchandise |
| Harajuku | Laforet, Kiddy Land | Street fashion and character goods |
Recommended shopping spots in Osaka
| Area | Store/Mall | Highlights |
|---|---|---|
| Umeda | Grand Front Osaka, Hankyu Department Store, Yodobashi Umeda | One-stop shopping |
| Namba | Namba Parks, Takashimaya, Bic Camera Namba | Perfect for sightseeing and shopping together |
| Tennoji | Abeno Harukas, MIO | Department store shopping with an observation deck view |
Recommended shopping spots in Fukuoka
| Area | Store/Mall | Highlights |
|---|---|---|
| Tenjin | Iwataya Department Store, PARCO, Bic Camera | Fukuoka’s largest downtown shopping district |
| Hakata | JR Hakata City, Yodobashi | Shopping mall directly connected to the Shinkansen station |
Checklist for Black Friday shopping in Japan
Pre-departure checklist (D-7)
□ App installation and membership registration for Amazon Japan, Rakuten, and Yahoo Shopping
□ Download Black Friday coupons (from each site’s event page)
□ Check accommodation address (Online order delivery address)
□ Purchase and installation of eSIM (Save the QR code)
□ Check your international credit card spending limit
□ Check the conditions for duty-free shopping
□ Check the conditions for Duty-free shopping (Necessary to carry your passport)
Upon-arrival Checklist (D-Day)
□ Check activation of eSIM (turn on data roaming)
□ Open and log in to the main shopping apps
□ Check real-time coupons and sale information
□ Locate tax-free counters (e.g., Big Camera, AEON)
□ Place an online order using the hotel address (confirm delivery schedule)
□ Apply for a point card (if you are planning to stay long-term)
Make the Most of Black Friday in Japan 2025
Black Friday in Japan isn’t as aggressive with discounts as in the US, but you can still shop smartly by accumulating points and using coupons. Since most deals happen online, it’s essential to install shopping apps and register your membership before your trip.
If you are planning to travel to Japan in November 2025, be sure to target the Black Friday period. You can get good deals and, if you want a comfortable trip, check out ESIMJAPAN.com‘s unlimited data plan. This service is ready to use as soon as you arrive at the airport, and provides a stable internet connection that’s vital for downloading Black Friday coupons and comparing prices in real-time.
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