Can't Sell Enough Due to 'Heatwave Special'.. Summer Products with Exploding Sales
- Input
- 2025-07-23 16:20:33
- Updated
- 2025-07-23 16:20:33
On the 23rd, a fashion brand manager met at Lotte Department Store Jamsil Branch in Songpa-gu, Seoul, reported the rapidly increasing demand for parasols due to the full-scale heatwave.
Recently, as the hot weather continues, heatwave-related products are enjoying a boom across both online and offline channels, from department stores to e-commerce.
The representative product of the heatwave special is the parasol. Daiso, a fixed-price household goods specialty store, is known to be out of stock in most stores as the demand for parasols is concentrated. Parasol sales over the past month (June 9th~July 8th) increased by about 50% compared to early May. Daiso stated, "Parasol products are expected to be restocked in August~September," adding, "Due to the focus on quality such as design and weight, they sold out early."
Emart also saw a 24.7% increase in umbrella and parasol sales from July 19th~21st compared to the previous week, July 12th~14th. E-commerce platform 11st also saw a 42% increase in parasol sales during the same period compared to the previous three days (July 16th~18th).
In home shopping, where the main viewing audience is women in their 40s and 50s who mainly use parasols, the response is even hotter. According to GS Shop, the 'Laura Ashley Parasol' sold through the 'Sung Yuri Edition' hosted by singer Sung Yuri recorded sales of 2000 sets in just a 30-minute broadcast. The order amount was 100 million won, about 50% higher than the target. Female customers aged 45~54, who are the core customers of GS Shop, accounted for about 43% of all orders. A GS Shop representative explained, "The product is also ideal for the rapidly changing summer weather such as heatwaves and heavy rain, as it can block 99.9% of UV rays and rain with UV coating and waterproof coating fabric."
Among the MZ generation, parasols are gaining popularity as both a heat-avoiding product and a fashion item. The parasol sold at Kenny Shop, a retail store at Kensington Hotel Yeouido, is so popular that it recently went into reordering. The purchase ratio of those in their 20s and 30s increased by about 30%. An industry insider analyzed, "The 2030 generation is purchasing Kensington keyring products together, making parasols a fashion item for 'daily styling'."
Sales of cooling bedding and sleeveless dresses are also rapidly increasing in the hot and humid weather.
According to GS Shop's analysis of TV home shopping summer bedding order amounts from May 12th to July 11th, there was a 390% increase compared to the same period last year. In TV home shopping, the 'Mrs. Moon Punggi Rayon Bedding Set', which uses 100% cotton that can be washed at high temperatures, sold about 2 billion won based on orders. As summer underwear gained popularity, the order amount for the 'Cooling Underwear Special Sale' held on the mobile app from July 1st~6th increased by 83% compared to the previous week. The 'Aura Cooling Deodorant Fabric Spray', which lowers the fabric temperature just by spraying, sold over 1000 sets in an hour during a GS Shop broadcast at the end of June.
On 11st, the payment amount for sleeveless dresses from July 19th~21st, right after the heavy rain ended, surged by 291% compared to the previous three days (July 16th~18th). It is analyzed that the demand for clothing products that can be worn coolly in the suddenly hot and humid weather has surged. During the same period, sun caps increased by 46%, and sunscreen sales increased by 11%.
As the sudden heatwave and high humidity followed the rainy season, dehumidifier sales also noticeably increased. According to Emart, dehumidifier sales from July 19th~21st increased by 195% compared to the previous week.
An industry insider said, "Recently, as the weather has become very hot and humid, sales of seasonal products to avoid this are rapidly increasing," adding, "In particular, the demand for parasols is expected to continue to increase as they are also highlighted as fashion items."
wonder@fnnews.com Jeong Sanghee Kim Hyunji reporter