Fortune Bag -Fuku bukuro- is something sold here in Japan only for the first 3 days of the year. You never know what are inside but buy one to challenge your luck. There are all kinds of bags, food, electric gadgets, jewelry, garments...etc. Some bags contain airline tickets. The price varies from a few hundred yen to a million (a few dollars to 10,000 dollars)..
Good bags are sold out within an hour. In my observation, there are three types of marketing strategies regarding the Fortune bag.
Special items far more valuable than the price are included. Like the ones contain Rolex watch and Luis Vuitton wallets, pure gold jewelry etc. It's more or less like lottery. Pure advertisement purpose for the shop.
Convenient clearing sale with mystery touch. They put some popular staff bundled with left over products to get rid of the stock.
For promotional purposes and they put decent standard products with better price but still gaining slight profits.
In order to purchase #1 bags, people make a long queue. Sometimes before daybreak. I myself never tried such thing for I don't dare to wait in the cold to get something it may be useless for me.
I buy #3 category once in a while for they are easy to get and I would buy it anyway. Like I bought Morozoff's candy bag in the photo. It contained 6 different bags of chocolates and candies assorted. Normally costs 1600 yen but 1000 yen for the bag. Well, not so exciting though practical.
Someone bought 10000yen bag at electric shop. He was happy with the good value but I wouldn't have bought any of them.
Silly and awfully materialistic but the Fuku Bukuro gives festive feeling somehow.