NIKKEI RESEARCH INC.

Retail Area Census, Spring 2022

Seibu Ikebukuro as No.1 Attractive Commercial Facility

Nikkei Research released the latest edition of the Tokyo Metropolitan area dataset and updated its database product — Retail Area Census — which uncovers the consumer behavior around commercial facilities in Tokyo and its surrounding area. The latest survey was conducted in the spring of 2022, covering approximately 700 commercial facilities in Tokyo and the neighboring three prefectures (including some outside the metropolitan area).
We also announced the ranking of commercial facilities by their attractiveness, based on the use/visit rate of each facility from the survey data. The Seibu Ikebukuro Main Store became top in four straight years since the fall of 2020.
Below is the ranking, compared with the survey results of March 2021 — one year before the state of emergency was declared in Tokyo.

Top 10 Metropolitan Area Commercial Facilities' Attractiveness Ranking, Spring 2022

(Numbers in brackets are rankings in Spring 2021)

  Spring 2022
Rank Area Facility name
1(1) Ikebukuro Seibu Ikebukuro store
2(2) Shinjuku Isetan Shinjuku store
3(3) Shibuya Shibuya Hikarie
4(14) Shinjuku Keio Department Store Shinjuku
5(5) Shinjuku Odakyu Department Store Shinjuku
6(7) Ikebukuro Tobu Department Store, Ikebukuro store
7(4) Ikebukuro Ikebukuro Sunshine City (Alta, Alpa)
8(8) Outside Tokyo metropolitan area Gotemba Premium Outlets
9(13) Yokohama Sogo Yokohama
10(16) Shinjuku Lumine Shinjuku

The top 3 lineups did not change from Spring 2021 (1st: Seibu Ikebukuro Main Store, 2nd: Isetan Shinjuku, 3rd: Shibuya Hikarie) but three new facilities entered the top 10 list. The three new listed are Keio Department Store Shinjuku (4th), Sogo Yokohama (9th), and Lumine Shinjuku (10th). The number of commercial facilities in the Shinjuku area rose to four. Facilities in the Shinjuku area saw a notable increase even below the top 10 list.

By analysis, users of Keio Department Store Shinjuku saw a significant increase from Spring 2021 in the share of women in their 20s and under. As for the purpose of use, "shopping for cosmetics" increased. Keio Department Stores are seeing positive outcomes of its effort of using apps to expand its touchpoints and reach broader types of customers. On the other hand, Lumine Shinjuku saw a decrease in visits from customers within the 10-kilometer radius of the store compared to Spring 2021, and an increase in visits from outside the 10-kilometer radius, such as from Tachikawa city and Hachioji city. In the purpose of use, the "shopping for women's clothing" greatly increased. Many companies have brought their employees back to work as the infection rate mildens, and consumers are more and more willing to go out, which seems to be driving purchases of cosmetics and clothing. We may see even bigger changes in the flow of people, after the closing of two stores; BICQLO UNIQLO Shinjuku East Store in June and the main building of Odakyu Department Store Shinjuku in October.

Although Shinjuku took over, the Ikebukuro area still has three facilities in the top 10, including the Seibu Ikebukuro Main Store (1st). In Shibuya area, Shibuya Hikarie defend its 3rd place. In the Yokohama area, Sogo Yokohama Store made it back to the top 10 list. Other than the Gotenba Premium Outlets (8th), 9 out of the top 10 facilities were from either the Shinjuku, Shibuya, or Yokohama area — the vicinity of terminal stations where suburban railways and other multi-train lines gather. Previously, in Spring 2021, Yodobashi Akiba Building was ranked 9th due to the consumers' at-home demands for home electronics and remote working supplies. Lazona Kawasaki Plaza ranked 10th supported by perhaps the concerns of infection making the tendency rise to choose nearby facilities in residential areas, other than going to the center of the city.
In addition to Yodobashi Akiba Building and Lazona Kawasaki Plaza, Ginza Mitsukoshi (6th previously) dropped out from the top 10 list in Spring 2022. No facilities in Ginza, Yurakucho, and the Hibiya area made it into the top 10 this time. Facilities in these areas and Nihonbashi, a neighboring area, saw a decline in rankings below the top 10. People are coming back to facilities near terminal stations. However, recovery seems to be still lagging in the city's central area where many visitors come by transiting trains.

It's the third year in which COVID resides with us, and the results show signs of revitalization in the purchasing behavior in real stores as easing and changes in activities come out.

Retail Area Census: Tokyo Metropolitan Area Edition

A database based on a survey targeting 14,000 residents in the Tokyo metropolitan area, covering the use of commercial facilities and their profiles.
The survey is conducted twice a year, in spring and fall, and the latest survey, Spring 2022, covers approximately 700 commercial facilities in Tokyo and three neighboring prefectures (including some large outlets outside the area). Based on the survey results, the ranking of commercial facilities' attractiveness is announced every spring and fall by their use/visit rates.

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