As 2009 draws to a close, consumers are visiting department stores, supermarkets and convenience stores in search of traditional yet affordable New Year's dishes.
In light of the economic slowdown, merchandisers are offering not only high-priced dishes prepared by top restaurants and famous hotels but also reasonably priced treats designed to appeal to cost-conscious customers.
Dishes priced at ¥20,000 to ¥30,000 have been strong sellers at department stores in recent years, but J. Front Retailing Co., which has major department stores Daimaru Inc. and Matsuzakaya Co. under its wing, has prepared dishes priced in the ¥10,000 range this year. "Moderately priced goods are popular," a company official said.
The department store operator prepares 12 separate Japanese, Western and Chinese boxed dishes priced from ¥10,500 to ¥14,700 each. Customers can mix and match the items according to preference and number of diners. The price rises to ¥19,950 if cakes are added as dessert.
"I live with my husband. I want to choose dishes that we both enjoy eating," said Kimiko Akimoto, 80, who lives in Shinagawa Ward, Tokyo, during a shopping trip to the Daimaru store in Chiyoda Ward.
A store official said, "It seems that many people are going to spend a leisurely New Year's holiday at home or with their parents."
Takashimaya Co., another major department store, has prepared five selections — Japanese, Western, Chinese, snacks and children's treats — and customers can choose what they want. The selections cost from ¥8,400 to ¥10,500.
The company has also prepared low-calorie New Year's dishes prepared under the supervision of dietitians.
"This time, we have put most of our efforts into dishes for two people and Western-style New Year's dishes," said an official at Mitsukoshi Ltd.