A while back went to visit a local Shinto Shrine. It was the one were I followed the Danjiri float. I figured that I should check it out during the day time and see what a “local” shrine looked like (as opposed to a big touristy place).
They were celebrating Shichigosan (literally: 7, 5, 3). This is when you dress kids who are 3, 5 and 7 years old up in Komono and give prayers for their longevity. That said, most Japanese people seem to be irreligious and the festival is more about dressing kids up and taking family photos. The history of the festival can be found here (and it is quite interesting, especially the bit about hair cutting).