Until around 2000, the custom of sending nengajo, or New Years greetings, to friends, family and business associates was widespread in Japan, but since then it has become less so. According to Japan Post, mail carriers delivered 3.7 billion New Years cards in 1999. That number dropped to 2.6 billion in 2012. More significantly for JP, which is in the process of being privatized, the organization sold 4.2 billion cards in 1999 and 3.3 billion in 2012.
Hard sell: New Years postcard display in Kyobashi post office
The 22 percent drop in sales shows how much business JP has lost over the last 13 years, since nengajo account for 10 percent of JP’s total postal-related business. In fact, JP depends on sales of New Years cards to make up for the loss in other areas. But look at that other statistic, the one showing how many cards were actually sold, and a question has to arise in your mind: Why is there such a huge gap between the number of nengajo sold and the number delivered? What happened to the 700 million cards that were sold but not delivered in 2012?
It’s a question Asahi Shimbun attempted to answer in a recent article about the practice known as jibaku eigyo (suicide bomber sales), which many employees of Japan Post resort to at this time of year. One of the reasons sales of New Years postcards (nenga-hagaki) is so high is that almost all employees of the postal service sell them. They have quotas, and while there are no written stipulations that require employees to meet their numbers, it’s tacitly understood that their future in the company is jeopardized if they don’t.
Many employees sell cards they can’t otherwise sell to kinken resellers, those storefront operations that buy things like railway tickets and store coupons and then resell them at prices slightly below their face value.
For years postal employees have dumped their remaining postcards at kinken shops rather than return them to their supervisors. And since they receive less than the ¥50 face value for each card, the employees lose money, because they don’t earn commissions from the cards. They have to return to JP ¥50 for each card they sell.
JP frowns on the practice, not because it’s illegal, but because it looks bad, especially since JP plans to become a listed company sometime in the near future. A public relations person told the Asahi that the company is “aware” that many employees sell their unsold postcards to resellers, as well as through Internet auction sites, and have deemed such practices “improper.”
This year they plan to crack down on these practices, which shouldn’t be too hard. Every nenga-hagaki has a lottery number printed on it. After New Years JP conducts a drawing and people who have received postcards with winning numbers can redeem them for prizes (a custom that will be covered in a future Yen for Living post). All a supervisor has to do is record the lot numbers of the postcards he or she assigns to an employee. If any of those cards end up in kinken shops, JP will know who sold them.
Some employees end up spending even more money trying to confound this countermeasure. Asahi talked to one non-regular mail carrier from Central Japan who traveled all the way to Tokyo with more than 3,000 cards to sell them to a kinken shop in the capital, because he thinks the chances of him getting caught will be less. Also, kinken shops in Tokyo pay more for nenga-hagaki than shops in the Chubu region. Still, even after he sells them he stands to lose ¥40,000 on the deal, and that doesn’t even count the cost of his train ticket. A Nagasaki-based employee sent 4,000 cards via express package delivery to a kinken shop in Hokkaido, thinking it was far enough away to be safe.
The size of the quota depends on the job description of the worker: Quotas are higher for regular employees than they are for non-regular and part-time employees, but since non-regular salaries are so much lower than those of regulars, the burden may be greater. Since they are employed on a semi-annual contract basis, many non-regulars believe that their contracts won’t be renewed if they fail to meet their quotas.
Supervisors have higher quotas than their subordinates, but supervisors are usually older employees who already have a solid base of established customers, which are mostly friends and relatives anyway. Also, supervisors have time to carry out sales activities in front of their offices or in public places during normal work hours. Mail carriers are always making deliveries, so they have to sell their cards on their own time. Some quotas seem ridiculously difficult to fulfill.
According to an internal document that Asahi got ahold of, each regular mail carrier in Saitama City is required to sell 7,000 cards a season, which starts on Nov. 1 with a media blitz. The section chief in a Western Japan branch has to sell 13,500. For non-regulars, the burden is anywhere from 1,000 to 5,000 cards, usually depending on their respective branches’ sales figures in the past. Employees told Asahi of how they were browbeaten by supervisors to sell more cards, with one saying that he was accused by his boss of “robbing JP” because he hadn’t sold enough. Japan Post has said that employees should report supervisors who exert “unfair pressure” on them to sell cards, but it seems no one has done so.
Some quit, while many others simply dump the unsold cards in their closets and absorb the loss, which is why the holidays are anything but happy for postal employees. In any case, nobody the Asahi talked to said they sold all of their cards. When the reporter asked an officer of one of the labor unions that represent postal workers if the union isn’t doing anything to counteract the quota system, he replied somewhat bizarrely that JP has to maintain sales in order to survive.
Though sales quotas have always been part of postal employees’ jobs, they used to be fairly low and manageable. But since JP’s privatization bid the quotas have skyrocketed, mainly because people aren’t sending as many cards as they used to.
In a survey conducted by Internet news service J-cast, only 58 percent of respondents said they planned to send out nengajo this year, with 19 percent saying they would send more than a hundred cards, 22 percent sending out 50-100 cards, and 36 percent sending out less than 50. Twenty percent said they had no plans to send cards at all this year.