The Next Web
Following an annual tradition in the land of the rising sun, Apple stores have sold their Lucky Bags to all customers in Japan who have queued up. And like last year, by mid-morning they were all sold out.
Lucky Bags, for those who find all this a novelty, are closed bags that are sold to customers at a fixed price. You never know what’s in those bags , but their contents are at least as valuable as what you paid for them. You could say that they are like those “surprise envelopes” that are sold at the kiosks with stickers, toys and sweets, but in a big way. And it’s not always the same in every bag, the contents can change.
Apple has sold theirs at a price of 33000 yen (about 285 euros) this year, but in some cases the price of the bag items has even tripled. iPad mini, cases, accessories such as keyboards, connectors, headphones… the only thing common to all the bags has been a limited edition t-shirt commemorating the event.
It is a curious way of selling something that customers buy without knowing what it is, but being sure that they are not going to waste it. I wonder if Japan’s success would have been reflected in the rest of the world if Apple had extended this Japanese tradition.