Supermarkets around Japan have begun taking orders for seasonal sushi rolls that are traditionally eaten in early February. This year, stores are offering both expensive and lower-priced products in light of changing consumer spending habits.

Eating a "eho-maki" on February 3rd is said to bring good luck and fortune.

Supermarket operator Aeon Retail has begun accepting orders for the sushi rolls. It says its sales of such products have roughly doubled over the past decade.

This year, it increased the number of high-priced, reservation-only sushi rolls more than three-fold from last year.

The operator sells two types of products in the high-end category. One features Kobe beef, and the other lobster. The price tag is over 10,000 yen, or about 73 dollars, per roll.

Its rival Ito-Yokado has also begun accepting orders for "eho-maki." It says many of its customers tend to share the delicacy among family members or with friends to save money amid rising prices.

Ito-Yokado has introduced sets of rolls one-third the size of their usual products to tap into the demand of increasingly cost-conscious consumers.