Hamaya is a decorative arrow said to bring good luck and the origins of this tradition are in the Edo period when, at the first celebration of the New Year, it was a custom to bring for the newborn boys a gift consisting in a decorative set of bow and arrow (hamayumi). Today, hamayumi are not as popular as hamaya, but there are still shrines selling them during the first days of the New Year. I bought one for myself last year at the Asakusa Shrine.
Of course, each shrine has its own hamaya and here you can see the ones sold last year at the Tsurugaoka Hachimangu in Kamakura. Tied to the arrow are small ema (votive plaques) with the zodiacal sign of the year (2011 was the Year of the Rabbit, but the new year will be the Year of the Dragon). I also noticed a few arrows with... Hello Kitty!
EXIF info:
Nikon D90
Lens: VR 18-55mm F/3.5-5.6G
Focal Length: 55mm
Aperture: F/5.6
Shutter Speed: 1/125s
ISO Sensitivity: ISO 200