Key Facts
• Loyalty Marketing surveyed 3,000 people aged 20–60 from May 24–26, 2025.
• 50.2% expect summer bonuses to increase compared to 2024.
• Most common household bonus range: ¥200,000–¥400,000 (23.2%).
• Savings remain the top use for bonuses (32.4%), but hit a record low.
• 54.8% plan to save over half of their bonus; 32.7% aim to save 75% or more.
• Top savings purpose: retirement preparation (69.4%), followed by future expenses (36.9%).
• 31.2% of non-savers use bonuses for daily expenses; 23.5% for special purchases or travel.
• 50s prioritize daily expenses (35.8%), while 60s cite “other” reasons (32.4%).
Summary
A recent survey by Loyalty Marketing reveals that while summer bonuses are expected to increase for 50.2% of households in 2025, fewer people are saving their bonuses. The most common bonus range is ¥200,000–¥400,000, but the percentage of people saving has dropped to a record low of 32.4%. Among savers, 69.4% prioritize retirement preparation, while 36.9% save for future expenses like housing or education. Non-savers primarily allocate bonuses to daily expenses (31.2%) or special purchases (23.5%). The survey highlights shifting financial priorities across age groups, with 50s focusing on daily costs and 60s citing diverse reasons. Conducted online with 3,000 respondents, the study underscores evolving attitudes toward bonus utilization.
