Seven-Eleven’s customer base has shifted over 50 years, with middle-aged and older generations now becoming the primary shoppers, replacing younger crowds.
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Convenience stores have become an indispensable part of our daily lives. Fifty years have passed since the largest convenience store chain, Seven-Eleven, opened its first store in Tokyo’s Koto Ward in 1974, and the company’s customer base has changed. In the past, it was thought that young people were the main customers, but now the middle-aged and older generations are becoming the main customers. The data also makes this clear. Looking at the trend in customer population by age based on Seven-Eleven Japan’s store visitor survey, customers aged 29 or younger accounted for 42% in fiscal 2004, but will decrease to 22% by fiscal 2023. In fact, that ratio has been halved in just 20 years. On the other hand, the number of customers aged 50 and over has increased 1.7 times, from 22% to 37.7%. Of course, a major reason for this is the declining birthrate and aging population in Japanese society, but is that really the only reason? Why have convenience stores become so popular among middle-aged and older people? We explored this by listening to the opinions of employees at a major convenience store chain and heavy users. ● “It’s the middle-aged who buy anime collaboration products and browse manga.” Convenience store clerk A (male, 50s/Tokyo) has worked at a store in an area with many schools for over 10 years. One would think that the customers would be mostly students on their way home from school, but he said, “Most of our customers are middle-aged and older.” Continue reading at Money Post 22 November 2024, 15:15.
The supermarkets have a wider selection, are cheaper and are more fun. I looked in Seven-Eleven for the first time in a while and was surprised at how few items there were.
In my case, a supermarket and a drugstore are closer than a convenience store (although there is a Family Mart a little further away). I think I have the feeling that “a nearby convenience store is better than a supermarket far away” (probably because it’s a hassle to go there).
Now I go there just to make copies, charge money, get coffee, use the restroom, and smoke a few times a year. Next time I’ll probably go there on January 1st to buy New Year’s cards.
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