"The Hotter It Gets, the Better It Sells" Early Heatwave Brings Smiles to the Distribution Industry

Lotte Department Store Sunglasses Sales Up 20~45%
Increase in Family Visitors at Large Marts
Convenience Stores' 'Cold Beverage Products' Key Items

Choi Jinha (32, pseudonym), an office worker living in Yeongdeungpo-gu, Seoul, has recently been visiting a nearby department store in the evenings due to the recent heatwave. Not only can she enjoy the cool air conditioning to her heart's content, but she can also take care of shopping, dining, and various cultural activities all at once. Choi said, "When the weather is hot and outdoor activities feel burdensome, I usually visit nearby complex shopping malls," adding, "These days, department stores offer not only shopping but also a variety of events they organize themselves, making it a great place to spend time."

Shinsegae Department Store Gangnam Branch in Seocho-gu, Seoul is bustling with customers purchasing summer season products.
[Photo by Yonhap News]

As the midsummer heatwave begins, people's consumption patterns are also changing. Those who enjoyed outdoor outings in spring are shifting their visits to cool places like department stores and large supermarkets to escape the heat. Especially this year, with temperatures in Seoul reaching a high of 34 degrees Celsius on June 19, the highest so far this year, and the influence of the El Ni?o phenomenon forecasting humid heatwaves and frequent rain, this trend is also changing consumers' shopping lists. The retail industry's 'summer special' season has arrived earlier than usual. Indoor retail facilities have seen an increase in visitors, naturally boosting sales of related products. Department stores have seen a surge in sales of summer accessories such as sunglasses, as well as parasols due to the prolonged rainy season, while large supermarkets have experienced frequent customer visits to cooling appliance sections featuring air conditioners, fans, and dehumidifiers.

According to Lotte Department Store on the 20th, from June 1 to 18, sales at food and beverage (F&B) outlets across all Lotte Department Store branches increased by about 10% compared to the same period last year. This was due to the rise in visitors and the increased demand for dining inside the department stores. Along with this, sales of summer season products also rose. During the same period, sales of sunglasses, considered an essential summer item, increased by 45% compared to last year, and sales of parasols, which surge as temperatures rise, increased by 20%. Particularly, during the past weekend (June 16-18), when the highest temperature exceeded 30 degrees Celsius, sales of sunglasses and parasols surged by 80% and 130%, respectively, compared to the same period last year. A Lotte Department Store official said, "Overall visitors increased, especially female customers, leading to simultaneous growth in sales at food and beverage outlets and summer season accessories," adding, "Additionally, summer diet demand contributed to a 15% increase each in athleisure and outdoor product sales."

Major large supermarkets are also bustling with family visitors. Emart reported that from June 1 to 18, the number of customers at food courts across all Emart branches increased by 20% compared to the same period last year. Emart analyzes that as the heatwave began, family customers preferred large supermarkets equipped with various children's play facilities over outdoor venues. During the same period, sales of summer products to beat the heat also increased, including fans (32.8%), air conditioners (21.7%), and cold noodle convenience meals (15.8%). At Homeplus, sales of dehumidifiers (586%), cherries (300%), dryers (35%), and tomatoes (23%) rose significantly, while Lotte Mart saw increases in sales of watermelons (400%), international beers (350%), cold noodle convenience meals (200%), and domestic beers (150%).

Convenience stores have seen cold beverage-related products emerge as key items. CU reported that from June 1 to 18, ice sales increased by 32.3%, followed by ice cream (29.9%), carbonated drinks (28%), bottled water (23.7%), and iced drinks (23.6%). During the same period, Seven Eleven also experienced sales increases in cup ice (60%), carbonated drinks (35%), ice cream (45%), and bottled water (35%), showing the popularity of cold beverage products during summer.

Recently, as the retail industry is recognized not only as a space for selling products but also as a place equipped with various cultural facilities, there is an analysis that the sales of summer-related products linked to visitors spending time to escape the heat are increasing. Professor Heo Kyung-ok of the Department of Consumer Studies at Sungshin Women's University explained, "Of course, the hotter weather plays a role, but as we enter the full endemic phase, more people are flocking to department stores and large supermarkets not only for shopping but also for entertainment," adding, "Competition in the retail industry to meet these customer demands by offering various events will become even fiercer."

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