Image Credits: Tokyoesque
As Japan grapples with unprecedented summer heat, consumer behavior is shifting dramatically, driving a surge in sales of cooling products. With daily temperatures soaring, retailers are witnessing a marked increase in the demand for items designed to beat the heat.
Among the standout performers are portable air conditioners, or spot coolers, which have seen a 26% rise in sales at Cainz hardware stores compared to last July. These compact units, which are favored for their ease of use and lack of installation requirements, are particularly popular in areas like kitchens and dressing rooms, which often lack fixed air conditioning systems. Additionally, Cainz has reported a 250% increase in sales of multifunctional umbrellas that double as parasols, with those marketed toward men experiencing a staggering 300% rise.
Don Quijote discount stores have also benefited from the heatwave, with sales of their Strong Fan Series electric fans climbing 130% from April through July. Traditional summer products are not lagging behind; Kirin Brewery Co. has ramped up production of Kirin Ichiban beer by 10% this July and August, reflecting robust consumer demand. Similarly, FamilyMart convenience stores have seen a 150% increase in sales of body wipes in early July, driven by the extreme weather.
In response to the persistent heat, businesses are recalibrating their sales strategies. Sanyo Shokai Ltd., a prominent apparel retailer, has expanded its summer sales season to five months. The new schedule, which segments the season into “early and mid-summer” and “extreme heat” phases, allows the company to offer items suited for both high summer temperatures and the transitioning autumn.
Matsuya Ginza department store has also adjusted its approach, delaying its summer sale start by three weeks to capitalize on continued demand for summer merchandise. This tactic aims to maintain regular pricing on summer items longer, potentially boosting annual sales.
Even leisure facilities are adapting to the prolonged heat. Yomiuriland amusement park has extended its “After Pass” discount period, allowing visitors to enjoy reduced admission fees and swimming pool access after 3 p.m., thereby attracting visitors during the peak heat hours and extending pool usage into the evening.
Central Tokyo has experienced 19 days with temperatures exceeding 35°C this year, matching last year’s record. According to the Dai-ichi Life Research Institute, while consumption tends to rise with temperatures up to 35°C, it generally declines when temperatures surpass this threshold due to the deterrent effects of extreme heat. Takuya Hoshino, the institute’s chief economist, cautions that while high temperatures drive sales of cooling products, excessively hot conditions could ultimately dampen overall consumer spending.
As the summer heat shows no signs of abating, businesses must navigate these extremes carefully to sustain consumer interest and manage the economic impacts of a scorching season.