Japan’s summer gift-giving season has arrived.

A major department store in Tokyo is using the custom to try to boost sales in the wake of a tax hike.

Japanese give gifts every summer and winter to loved ones, business partners and bosses.

Seibu department store in Tokyo held an event today (Tuesday) to promote the tradition.

Japanese consumers went on a shopping spree ahead of last month’s tax hike, but sales then slumped.

In response, Seibu staff set up their gift floor ten days earlier than usual.

Visitors could be seen snapping up luxury products.

After the tax hike, Japan’s department stores are pinning their hopes on the summer gift season.