With early-summer heat continuing as daytime highs have climbed to around 30 degrees Celsius since mid-May, the retail industry's summer sales boom has begun. As more consumers look for fans, compact air conditioners, cooling bedding, and portable cooling items, big-box retailers and household-goods companies are speeding up summer product sales expansions and discount events.
According to the retail industry on the 17th, sales of air-cooling and cooling-related products are rising quickly due to the recent stretch of high temperatures. Summer season marketing, which typically begins in earnest after June, is moving up this year. According to the Korea Meteorological Administration, the nationwide average temperature in April this year was 13.8 degrees Celsius, 1.7 degrees higher than the norm. That is the third-highest level since 1973. The probability that average temperatures in May–June will be above normal is 50%, and July is 60%. The normal average temperatures are 17–17.6 degrees in May, 21.1–21.7 degrees in June, and 24–25.2 degrees in July. However, on the 15th, midday temperatures climbed to 26–32 degrees, showing early-summer heat above the norm.
In the household-goods sector, sales of portable cooling and UV-blocking products are increasing. Asung Daiso Co. has recently expanded placement of summer-season products such as parasols, cooling arm sleeves, portable fans, sun patches, and cooling scarves. Big-box retailers are also seeing higher sales of cooling appliances. According to E-MART, from Apr. 1 to May 14, fan sales rose 71% from a year earlier. During the same period, sales of stand and wall-mounted air conditioners increased 11% and 9%, respectively, and compact air conditioners jumped 145%. With high inflation and higher electricity bills, consumers appear to be first buying fans and portable cooling appliances that are relatively less expensive. Lotte Mart also said that during the same period, sales of summer-season appliances such as fans and circulators increased 15% from a year earlier.
With the possibility of prolonged heat waves being discussed, the retail industry sees demand for cooling products rising faster than in previous years. Bedding and fashion companies have also moved to expand sales of summer products.
Musinsa said last month's sharp rise in short-sleeve T-shirt transaction amount and search volume indicates an "Early Summer" consumption trend. According to Musinsa, from the 1st to the 15th of this month, searches for the short-sleeve T-shirt keyword increased 146% from a year earlier, and the transaction amount rose 15%. In line with this trend, it held the "2026 S/S T-shirt Festival" for 10 days from the 17th to the 27th of last month. Department store bedding sections have also switched displays to focus on cooling pads and summer comforters.
Convenience store chains are also gearing up for summer. CU, a convenience store operated by BGF Retail, is selling "cooling wear" (functional clothing that lowers perceived temperature). A CU official said, "To move up the launch timing for summer products this year, we planned and developed items starting last winter." GS25, a convenience store operated by GS Retail, has typically launched nourishing ready-made meals in early to mid-July to coincide with Chobok, but this year it plans to move up the schedule and begin sales next month.
A retail industry official said, "With earlier-than-usual heat and more outdoor activities, we expect demand for summer season products to kick into high gear, and we are expanding operations of related product lines," adding, "We will continue to introduce products tailored to seasonal changes and customer lifestyles."