The single continued the tradition of a new single each week, starting with 'Fantasy', and there's one more after this. The song was used as an image song for Sanrio Co., Ltd. and if you don't believe me, here's Aiko rockin' out with a couple of Hello Kitty characters:
The PV continues the story from the previous two PV's. Aiko's been out partying, broke up with her boyfriend, and now she gets to go shopping! She heads to a MercuryDuo store and tries on a bunch of outfits, and we see lots of snapshots, along with shots of Aiko rummaging around, presumably saying, 'sugoi!' every two seconds.
Not that it's unusual, but she looks really damned good in this video. We also get a lip-sync shot of her wearing a red feather boa, which emanates CG sparkles as she waves it around to the beat. It should be noted that this is a Christmas song, and Aiko uses the phrase 'ring and jingle bells' several times.
This is the first appearance of the really-into-it-backup-singers who go 'HAAAAAAAA!' a lot. Prior to this, Aiko was her own backup; her voice sounds especially good when there are several layers to it, and this effect will return. But I'm not sure why they decided on backup singers at this point, maybe just to speed up production. They make prominent appearances in songs to come, like Orange Road, Yuuki no Chikara, and Runaway Girl, to name a couple. Aiko might be in there somewhere, but you'll never know... they're so LOUD!
The video ends with Aiko blowing a kiss to the camera, which turns into a gold (CGI) heart. I wonder if that happens every time she does that?