Sugomori

A Japanese term for “nesting” – used to describe the trend of staying at home to save money during the recession.

Hiroko Nakata reported for The Japan Times on the stay-at-home recession-busting techniques of many Japanese who are economizing by shopping online, eating in and watching DVDs:

Market researchers have coined a term for this trend: “sugomori,” ornesting.

Unlike “staycations” in the United States, where vacationers take day trips or enjoy their own backyard pool instead of splashing out on expensive trips away, Japanese “nesting” is all about staying inside.

According to Nakata, “companies are cashing in on the trend” – internet shopping has increased, movie rentals are up, and the food delivery business is expected to grow 1.9 percent in 2009.

But, Nakata reported, “the trend isn’t only about saving money”:

Consumers are looking to ease the stress of daily life, experts say. To do this, many are focused on converting their living rooms into comfortable spaces, or building their own “nests.”

Such hibernant instincts are seemingly not unique to Japan; in February 2009, ABC News reported:

The recession is really hitting home, sweet home. Across the generations and income brackets, Americans say they are increasingly becoming homebodies who are reading, knitting, cooking, watching television and playing board games.