"Still, Spring Comes"... Weekend Crowds Stir at Department Store Malls

Spring Outing Visitors Head to Department Stores
Sales Increase in Golf, Sports, Electronics, and Men's Fashion
Considering Last Year's 'Revenge Spending,' First Weekend of March Shows Solid Performance

On the morning of the 6th at Lotte Department Store Dongtan Branch, as lunchtime approached, the underground first floor 'Food Avenue' was packed with crowds. From couples on dates to families on outings, various visitors stopped by the nationwide famous restaurants located in the Dongtan branch to have meals, and lined up to take out desserts from popular cafes. The scene at Shinsegae Department Store Main Branch in the afternoon of the same day was similar. Visitors to the Chanel store, which had been buzzing recently due to news of another price increase, were still numerous, with reservations already fully booked by the afternoon. Sports stores were also bustling with people preparing in advance for upcoming spring and summer outdoor activities. Mr. Lee, in his 40s, said, "I came out to buy running shoes to lightly jog in the park near my home once the weather warms up a bit," adding, "As the COVID-19 situation has prolonged, rather than just staying cooped up, I am visiting necessary places while wearing a mask and washing well."

Last weekend, which coincided with Gyeongchip (the awakening of insects), major department stores were crowded with many people. Despite the ongoing influence of COVID-19 and the still chilly weather that makes outdoor activities less active, the arrival of spring encouraged people to step outside, directing their footsteps toward shopping facilities such as department stores. Since last spring, the second year of COVID-19, department store sales have surged significantly due to 'revenge outings' and 'revenge consumption.' Even considering the base effect from last year, department store sales this spring are showing positive growth rates. This is driven by demand related to sports such as golf and tennis, as well as the spring moving season's demand for home appliances replacement.

According to Lotte Department Store on the 7th, sales over the past weekend (April 4?6) increased by 5.8% compared to the first weekend of March last year (March 5?7). Newlyweds preparing for marriage and those moving who are purchasing new electronic products flocked to department stores, resulting in a 35.6% growth rate in the home appliances category. The golf category sales also rose by 27.2%, fueled by the golf craze extending to the MZ generation (Millennials + Generation Z). Luxury fashion (5.6%) and beauty (6.9%) sales, including luxury brands, also increased compared to the previous year as people prepared new clothes and cosmetics for spring. Sales related to children for the new school semester also rose by 9.4%. Shinsegae Department Store and Hyundai Department Store reported sales growth rates of 6.4% and 4.3%, respectively, during the same period.

To attract spring outing visitors to each department store, various cultural events with a strong spring vibe were prepared. Lotte Department Store will hold an exhibition titled 'Art and Women, Those Shining Names' at Lotte Gallery locations in the Main Branch, Jamsil Branch, Dongtan Branch, Incheon Terminal Branch, and Gwangju Branch on the 8th, in conjunction with the social contribution 'Rejoice' campaign for International Women's Day. Over 40 famous female artists are participating. The exhibition is free to visit, allowing anyone to easily come and enjoy it.

Shinsegae Department Store installed large, colorful flower sculptures at the Main Branch and Centum City Branch. Flowers symbolizing spring were digitized and placed throughout the stores, creating an experience akin to visiting a media art gallery. Hyundai Department Store is currently holding the 'One Spring Day, Teresa Freitas Photo Exhibition' at Alt.1, a complex cultural space on the 6th floor of The Hyundai Seoul. About 80 representative works by Teresa Freitas are presented under six themes, including 'Dreams of Spring.' A department store official said, "Since sales were very strong last year due to the explosion of revenge consumption, considering this base effect, the start is not bad," adding, "We are increasing exhibitions and performances to attract spring outing demand to department stores."

This content was produced with the assistance of AI translation services.