Summer sales increase with higher temperatures; consumers buy portable air conditioners and sun umbrellas

The summer shopping season is reaching its peak amid scorching daily temperatures. In addition to strong sales of items like beer and ice cream, sales of products that help you stay cool are higher than usual. In recent years, retailers have tried to adjust their sales strategies to cope with the heat, which is expected to last into the fall.

Increasing airflow

Portable air conditioners, also known as spot coolers, are very popular this summer. They are easy to use and require no installation.

Sales of portable air conditioners at Cainz DIY stores rose by 26% in July compared to the same period last year. It is believed that they are typically used in kitchens and dressing rooms, where air conditioners are not normally installed.

Cainz also saw sales of umbrellas that can double as parasols increase by about 250 percent, while sales of umbrellas aimed at men increased by about 300 percent. “Heat waves in recent years have changed consumer behavior,” a Cainz official said.

At Don Quijote discount stores, the powerful electric fans from the Strong Fan series are very popular. From April to July, sales increased by 130% compared to the same period last year.

Standard summer staples are also selling well. Kirin Brewery Co. increased its production plan for its flagship Kirin Ichiban beer by about 10% year-on-year in July and August.

At FamilyMart supermarkets, sales of body wipes were 150% higher in the first week of July than the previous year.

Extreme heat continues

Some companies are changing their sales tactics in response to the heat.

Sanyo Shokai Ltd., a major clothing company, extended its summer sales season from the previous three months to five months, and divided the season into two: “early and mid-summer” from May to July and “extreme heat” from August to September. During the early and mid-summer period, Sanyo Shokai mainly offered short-sleeved items and washable jackets. In the latter period, Sanyo Shokai added items such as three-quarter sleeve blouses, which can also be worn in autumn. Since the heat will not abate in September, the strategy is to extend its summer sales season and capture as much demand for summer items as possible.

Matsuya Ginza department store began its summer sale on July 19, about three weeks later than usual, as it expects demand for summer items to continue until September. By delaying the start of the period, the store can extend the sale of summer items at regular prices without discounting them. “The measure will lead to an increase in total annual sales. We would also like to continue trying new approaches in the future,” a Matsuya Ginza official said.

Swimming pools at night

Recreational facilities are also taking measures. The Yomiuriland amusement park has doubled the days of its “After Pass,” which offers a discount of up to ¥2,900 on the adult admission fee, including the pool fee, after 3 p.m. The measure is intended to create demand for the afternoon period, when the number of visitors decreases during the hottest hours, while also drawing them to the pool in the evening.

As of Monday, there were 19 days with highs of 35 C or higher this year in central Tokyo, equaling last year’s highest number of such days ever. The intensity of the heat is expected to continue for some time.

According to an estimate by the Dai-ichi Life Research Institute, consumption increases when temperatures rise to 35 degrees Celsius, but generally decreases when temperatures rise above 35 degrees Celsius. This is because more people are reluctant to go outside in extreme heat.

Takuya Hoshino, the institute’s chief economist, said: “While high prices and other factors are constraining consumer behavior, businesses should take into account a ‘too hot summer’ that could cool consumption.”