As South Korea experiences an intense summer marked by unprecedented heatwaves and monsoon downpours, there’s been a noticeable uptick in customers choosing to spend their leisure time indoors. This trend, known as “mallcations,” is resulting in a significant surge in sales for department stores and outlet malls.
Major retailers have reported a sharp increase in foot traffic from July 1 to 17, compared to the same time frame last year. Lotte Department Store noted a 10% surge in visitor numbers, while Shinsegae and Hyundai Department Store registered increases of 14% and 13% respectively, translating into sales growth of 11.1% and 10.7%. Meanwhile, Hyundai Premium Outlet, which boasts an underground parking feature, saw its sales skyrocket by 21.2%.
This changing consumer behavior is largely attributed to the unpredictable weather conditions, making air-conditioned indoor spaces far more appealing than outdoor venues. Notably, families are driving an increase in food and beverage (F&B) sales: Lotte observed a 10% rise, while Shinsegae and Hyundai reported increases of 15.8% and 12.4% in F&B revenue respectively.
As the summer vacation season looms, seasonal product categories have also shown strong sales performance. Sales of swimwear at Lotte have jumped by 15%, supported by a government tax incentive for cultural activities. Appliance sales have increased by 10% under an energy efficiency rebate program.
Cooling bedding has emerged as another hot-selling item. Shinsegae saw a 33.7% surge in its bedding category, while Hyundai recorded growth of 23.9% in sportswear and 18.8% in home living products.
In addition to the increase in sales, retailers are also rolling out immersive, summer-themed experiences to capitalize on the increased footfall. Lotte is set to launch a “Summer Gourmet Week” across all its locations, complete with sweepstakes for F&B customers. The retail chain will also host a “Summer Wine Festa”, offering discounts on spirits, and pop-up jewelry boutiques catering to seasonal accessory shoppers.
Shinsegae, on the other hand, has introduced pop-ups featuring surfing gear and is hosting art exhibitions. Hyundai Department Store is revamping its spaces with a Hawaiian resort theme under the “Hu’i Hu’i Maui” campaign which will run through August 21.
With the Korean climate becoming increasingly erratic, retailers are adopting climate-proof leisure strategies. They are redefining malls as not just shopping centers, but as cool and curated summer destinations.
What is a “mallcation”?
A “mallcation” refers to the trend of consumers spending their leisure time indoors at malls due to unfavorable weather conditions.
What factors have contributed to the growth in foot traffic and sales for retailers?
Unpredictable weather conditions, the appeal of air-conditioned indoor spaces, and the introduction of immersive, summer-themed experiences by retailers have contributed to the increase.
How are retailers capitalizing on the rising trend of “mallcations”?
Retailers are rolling out immersive, summer-themed experiences and pop-up shops, hosting art exhibitions, and transforming their spaces to provide a more engaging and enjoyable shopping experience for consumers.
