With an early onset of heat this year, the retail sector is accelerating its preparations for the summer peak season. Convenience stores are securing supplies of ice and beverages, while the fashion industry is launching cooling clothing earlier to capture demand. As the likelihood of prolonged heat increases this summer, businesses are hastening their summer sales strategies.
According to the retail sector on June 18, convenience stores and fashion companies are enhancing their summer peak season strategies by advancing the launch of seasonal products. CU, a convenience store chain, released its functional cooling wear, "Snow Tex," about 40 days earlier than last year in March. Summer products such as sun care and deodorants began sales in April, with discounts of up to 50% planned until September.
In response to rising demand for ice, CU has ramped up production at its ice factories, operating them at night. Ice deliveries, previously conducted six days a week, have now expanded to seven days. Given the nature of convenience stores, which see ice and cup beverage demand fluctuate with temperature changes, efforts are focused on minimizing stock shortages.
Seven Eleven also began its summer peak season preparations about a month earlier than usual. Targeting demand for health foods, it introduced the "Seven Select Nutritional Chicken Soup" in collaboration with Harim and launched seasonal fruits like peach and apple watermelon earlier than last year. This proactive approach aims to meet demand during the hottest days and vacation periods.
The ice cup lineup has also been enhanced. Seven Eleven added the "Sparkling Ice Cup" to its existing range of seven types, which includes regular ice cups, large ice cups, and flavored ice cups with lemon slices. This strategy not only focuses on selling ice but also targets immediate consumption needs by combining it with beverages.
The fashion industry is also accelerating its response to summer demand. With an increase in demand for cooling materials and breathable linen clothing earlier than usual, major companies are advancing their sales of cooling clothing and summer new products. A fashion industry representative noted, "Since last month, there has been a noticeable increase in consumers seeking cooling clothing and linen products, prompting companies to expedite production and promotional timelines."
The retail sector's efforts to secure summer product supplies are driven by the direct impact of rising temperatures on consumer patterns. According to a survey by Japan's Daiwa Institute of Research last August, a one-degree increase in average monthly temperature leads to a 0.3% increase in nominal household consumption expenditures in July, 0.2% in August, and 0.1% in September. The demand for seasonal products such as cooling items, beverages, and frozen treats appears to boost overall consumption.
However, extreme heat does not positively affect all types of consumption. The Bank of Korea analyzed the relationship between weather and consumption last September, stating, "Adverse weather conditions like heat waves can dampen in-person shopping and dining out."
* This article has been translated by AI.
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