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. Since January 2 was traditionally the day for "Kotohajime" -- the ceremonial start of work for the new year -- it became customary for many stores to open for business on this date. 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. This regional custom, rooted in the historical practices of the former Sendai domain, has even been recognized with a special exception by Japan's Fair Trade Commission.
• The "Kotohajime" ceremony: 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 have originated with Edo-period kimono shops, such as Echigoya (the predecessor of today's Mitsukoshi department store), which packed leftover fabric scraps into bags and sold them cheaply as "Ebisu-bukuro." 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-akinai": In parts of Kyushu and other regions, Hatsu-uri is known by the alternative term "hatsu-akinai," reflecting local linguistic traditions.
• 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: Through the Showa era, stores typically opened on January 2 or 3. From the 1990s onward, opening on January 1 itself became more common, but in recent years, due to work-style reform efforts, more companies are returning to January 2 or later as their "first sale" day.
• A lesson in money management: For many children, Hatsu-uri is their first chance to spend their New Year's monetary gifts (otoshidama) on their own, making it a valuable hands-on lesson in handling money.

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!