Older Koreans embrace retail romance

More and more middle-aged Koreans are commemorating Valentine’s Day and White Day.

According to Lotte Department Store, which analysed last year’s purchase patterns for customers living in the Busan area, more people in their 40s and 50s purchased chocolates and candies compared to five years ago.

Among those who purchased chocolate products on Valentine’s Day, those in their 20s and 30s increased only five per cent and eight per cent respectively compared to 2009. However, the number of chocolate-buyers in their 40s and 50s skyrocketed 70 per cent and 120 per cent over the same period.

Last White Day, the number of people who bought candies for their loved ones increased 20 per cent and 49 per cent for those in their 20s and 30s respectively compared to five years ago, but there were whopping increases of 103 per cent and 118 per cent for customers in their 40s and 50s.

Due to the increase in middle-aged customers, 20 and 30-somethings accounted for only 54.4 per cent of the sales, down from 75.9 per cent in 2009. During the same period, the sales share for customers over 40 increased to 41.6 per cent from 24.1 per cent.

Lotte explained that increased sales to middle-aged customers for commercial holiday products resulted from attitude changes and a willingness to express their affection.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.