Hatsu-uri (The First Sale of the New Year)

What Is Hatsu-uri?

January 2 is "Hatsu-uri," the day shops open and sell goods for the first time in the new year. Because January 2 has long been associated with the year's "firsts" -- such as kakizome (first calligraphy) and hatsuni (first shipments of goods) -- it became customary for many stores to hold their first sale on this date, though the exact day varies by store and many now open on January 1. With lucky grab-bags (fukubukuro) and New Year sales filling the streets, this is one of the most lively, festive days of the season, as people flock out to buy a bit of good fortune for the year ahead.

Business Prosperity and Tradition: The Historical Background

Hatsu-uri isn't just a modern sale -- it carries on a tradition dating back to the Edo period.

• Sendai's Hatsu-uri tradition: The Hatsu-uri tradition in Sendai dates back to the Edo period and is famous nationwide for its especially lavish bonus gifts. In 1977, Japan's Fair Trade Commission recognized it as a traditional event and set a special exception to the legal limits on premiums (free gifts) for areas corresponding to the former Sendai domain.
• A day of "firsts": January 2 has long been considered the day for "kakizome" (the first calligraphy of the year) and "shigoto-hajime" (the first day of work). Merchants traditionally opened their shops on this day both to pray for a prosperous year of business and to show gratitude to their customers.

The "Fukubukuro" Lucky Grab Bag

The star attraction of Hatsu-uri -- the fukubukuro, or "lucky bag" -- is a uniquely Japanese marketing tradition that has drawn attention worldwide.

• Origins of the fukubukuro: The custom is said to trace back to "Ebisu-bukuro" sold by Echigoya (the predecessor of today's Mitsukoshi department store), an Edo-period kimono shop in Nihonbashi that packed a year's leftover fabric scraps into bags. (Another theory credits Daimaru.) The idea reflects a distinctly Japanese sentiment -- that "even leftovers can hold good fortune."
• Modern variety: While fukubukuro traditionally contained a surprise -- their contents unknown until opening -- today's bags increasingly let customers choose what's inside, and "experience-based" fukubukuro (such as travel packages or proposal-planning services) have also emerged to match evolving customer needs.

Fascinating Facts About Hatsu-uri

• The term "hatsu-gai": Shopping on the day of the first sale is called "hatsu-gai" -- the year's "first purchase."
• Overnight lines: The phenomenon of people lining up the night before to get numbered tickets for popular fukubukuro is so iconic that it's sometimes covered by international media as a symbol of the Japanese New Year.
• The shift online: In recent years, online pre-orders and virtual Hatsu-uri sales have become increasingly mainstream, reflecting a significant shift in shopping habits driven by convenience and crowd-avoidance.
• The shifting opening date: Until the early 1980s, many retailers held their first sale on or after January 4, when government offices reopen. Opening on January 1 later spread, led by convenience stores, though in recent years some chains have gone back to closing on New Year's Day to give staff a break.
• Famous regional sales: Besides Sendai, the "Sasebo Hatsu-uri" in Sasebo, Nagasaki Prefecture, is also known as a traditional local event that draws large crowds.

Welcoming New Fortune and Abundance

Hatsu-uri is a day to draw a bit of good luck into the new year with your own hands, adding a splash of color to daily life. Beyond simply shopping, the energetic calls of shopkeepers and the festive atmosphere of the streets bring a wave of positive energy. On January 2, why not head out to find a treat for yourself or something to make your family smile? A new find can bring a breath of fresh air into your routine and make the year ahead feel a little more exciting.

Tips for Enjoying Hatsu-uri

• Check out fukubukuro and sale information ahead of time, and plan your shopping strategy together with family or friends.
• Skip the planning entirely and wander into shops at random, looking for that one item that catches your eye -- enjoy the thrill of a chance encounter.
• Stroll through bustling shopping streets or department stores, soaking in the New Year atmosphere and decorations while setting your intentions for the year ahead.
• To mark "January 2 -- the first shopping day," pick out a new planner or stationery and start writing down your plans for the year.

New Encounters Can Turn Your Whole Year Golden

January 2 is a day when your sense of excitement turns into action, leading to wonderful opportunities. The item you find during Hatsu-uri could become a reliable companion for your new challenges this year. Amid the lively crowds, your own fortunes will rise too. May today mark a rewarding, satisfying start to your year!