Stores say they are expecting a steep fall in sales, due to coronavirus prevention measures such as limiting customer numbers and reducing the number of stalls selling chocolates. The practice of giving honmei choco – or “favourite” chocolates – to romantic partners has fared even worse, with just 7.7% of the women surveyed, almost half last year’s total, saying they planned to make the gesture. “Women’s mindsets toward giri-choco may be changing as they have fewer opportunities to meet their co-workers in person,” an Intage representative told the Asahi Shimbun. Only 9.9% of women plan to observe the giri choco custom this year, according to Intage, a market research firm – in keeping with recent trends – although a bigger proportion, 24%, said they would do so if the gifts came from a group of female colleagues. This year, they have an unlikely ally in Covid-19, which has caused record numbers of Japanese people to work from home and forced firms to restrict socialising and sharing food in the office, giving reluctant women the perfect excuse to skip the custom and perhaps treat themselves instead. Growing resistance to the practice – which can involve anything from expensive treats from a chocolatier to budget selections sold in convenience stores and supermarkets – has led to a decline in sales in recent years, as more women object to “forced giving”. The custom is not a one-way street, however: men are supposed to reciprocate a month later on White Day – a marketing ploy dreamed up by chocolate-makers in the early 80s to boost sales.
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