2026 Golden Week Sale Guide: Amazon, Uniqlo, and More
A complete guide to 2026 Golden Week sales in Japan, covering Amazon, Uniqlo, Geo, Bic Camera, and Sofmap.
Golden Week (GW) in 2026 is expected to be a major holiday of up to 10 consecutive days. In line with this period, major e-commerce sites, home appliance retailers, and apparel companies are launching large-scale sales. Here is a detailed guide to the sales at popular retailers including Amazon, Geo, Bic Camera, Sofmap, and Uniqlo based on the latest information.
Amazon: 4-Day "Smile SALE Golden Week"
Amazon will hold its large-scale "Smile SALE" for four days, from 9:00 AM on Thursday, April 30, 2026, to 11:59 PM on Sunday, May 3, 2026. The highlights of this sale are significant point rewards on Amazon devices and early discounts on home appliances for early summer.
In addition to discounts of 30% to 50% on Fire TV Sticks and Kindle devices, a point-up campaign offering up to 10% back (up to 5,000 points) will be held simultaneously. The lineup of camping gear and travel goods has been particularly bolstered, making this the last chance to get items in time for leisure activities in the latter half of the holidays.
Uniqlo: Early Summer Staples at Lowest Prices during "GW Thanksgiving Festival"
Uniqlo will host its "GW Thanksgiving Festival" for two weeks from Friday, April 24 to Thursday, May 7. Essential summer items such as AIRism innerwear, bratops, and polo shirts will be offered at special limited-time prices.
A major highlight is the distribution of novelty items. During the first four days from April 24 to 27, customers spending 10,000 yen or more will receive a "Mesh Tote Bag & Cool Pouch Set" on a first-come, first-served basis in-store, or via lottery online. Since this overlaps with the release date of new UT designs (Star Wars, Mario, etc.), heavy morning crowds are expected.
Geo (GEO): A Treasure Trove of Used Smartphones, Tablets, and Games
Geo, a leader in the secondhand market, will run its "GW SALE" from Saturday, April 25 to Wednesday, May 6. Price drops on Apple products are particularly prominent, with used devices such as the iPhone 14 and iPhone SE (2nd generation) offered at 10% off their regular prices.
For gaming, bulk purchase discounts for used software will be enhanced. Buying three or more games priced under 1,628 yen gets you 50% off, and used current-gen consoles (PS5 or Nintendo Switch 2) will be discounted by 2,000 yen—a must-see for those planning to enjoy stay-at-home entertainment during the long holiday.
Bic Camera & Sofmap: Huge Point Backs and Seasonal Appliances
Bic Camera and Sofmap are attacking the market with high-ticket home appliances and point rewards. Bic Camera is running an early-purchase campaign for air conditioners, offering up to 20% point rewards and free standard installation. Sofmap will host "Sofmap Great Week" from April 25 to May 10.
Sofmap's main highlight is a "Full Point Back Lottery" for customers who purchase 3,000 yen or more. Participants stand a chance to win up to 100,000 yen worth of points, and even if you miss out, a highly practical reward of 200 points is guaranteed for all participants.
2026 GW Sale Comparison of Major Retailers
Shop Name | Duration | Main Benefits & Highlights |
Amazon | 4/30 - 5/3 | Amazon devices, point-up campaign |
Uniqlo | 4/24 - 5/7 | Summer apparel discounts, limited novelty items |
Geo | 4/25 - 5/6 | 10% off used iPhones, software bulk purchase discounts |
Bic Camera & Sofmap | 4/25 - 5/10 | Full point back lottery, used PCs |
Shopping Tips for Savvy Buyers
Faced with so many sales, how should consumers navigate them? First and foremost, make sure to "pre-register" for each shop's unique point reward campaigns. Platforms like Amazon, Rakuten, and PayPay Mall often change their reward rates by several percentage points depending on whether you have registered beforehand.
Securing stock early is also crucial. In particular, Uniqlo's novelty items and Geo's high-quality used devices routinely sell out on the morning of the first day. By using online shops and adding items to your "Favorites" list in advance, you can be ready to complete checkout the moment the sale begins.
Analyzing this GW sale season, the trend for 2026 points to a polarization between "recovery in leisure demand" and "bulk buying to cope with inflation." Due to oil import disruptions from the Middle East, naphtha (the raw material for vinyl and plastics) has become difficult to obtain, causing the prices of some products to double. It is wise to identify which category your desired items belong to and enjoy shopping at the most suitable stores.
Sources:
Amazon "Smile SALE Golden Week" Official Special Page
Uniqlo "Many Holidays! Clothes by Uniqlo! GW Thanksgiving Festival" Official Site