2026 Golden Week Spending Report: Child-Rearing Families Adjust to Inflation with Thrifty Leisure Habits

Act Indi Inc. (Shinagawa, Tokyo; CEO: Takamichi Shimomoto), operator of Japan's leading family outing information site "Iko-yo," has released a comprehensive survey and analysis via its media platform "Iko-yo Research Institute." The report focuses on leisure expenditures and saving strategies among child-rearing families during the 2026 Golden Week (GW).

<Key Topics> - Nearly two-thirds of families kept GW leisure spending under 50,000 yen. - Approximately 40% of families saw an increase in expenses compared to the previous year, influenced by inflation. - Top saving methods included "using coupons," "visiting free facilities," and "staying local." - Over 60% cited "rising prices" as the primary reason for saving. - A discount of 30% or more would motivate approximately 80% of families to visit a facility.

According to the report, the most common spending range for GW was "10,000 to under 30,000 yen" (31%), followed by "30,000 to under 50,000 yen" (23%). Combined, 68% of households spent less than 50,000 yen. Only 13% spent more than 100,000 yen.

Regarding spending changes compared to the previous year, 37% reported an increase, surpassing those who saw a decrease (20%). For these families, both the frequency of outings and the associated costs rose. To manage these costs, parents prioritized utilizing coupons and points (22%), selecting free facilities over paid ones (20%), and avoiding long-distance travel (19%). Conversely, 26% of families stated they did not consciously focus on saving.

The drive for frugality was heavily dictated by economic factors, with 65% of savers citing "rising prices" as the trigger. Other significant factors included high gasoline prices (35%) and soaring accommodation costs (28%).

The survey also examined price sensitivity for facility visitation. While 40% of families would be motivated by a 50% discount and 26% by free admission, 14% would act on a 30% discount. Even smaller discounts of 10-20% showed a measurable effect. Interestingly, 8% of respondents prioritized experience-based perks (goods or activities) over price reductions, suggesting that value beyond cost remains a crucial motivator for family outings.