According to Lotte Department Store, which analyzed 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 5 percent and 8 percent respectively compared to 2009. However, the number of chocolate-buyers in their 40s and 50s skyrocketed 70 percent and 120 percent over the same period.
Last White Day, the number of people who bought candies for their loved ones increased 20 percent and 49 percent for those in their 20s and 30s respectively compared to five years ago, but there were whopping increases of 103 percent and 118 percent for customers in their 40s and 50s.
Due to the increase in middle-aged customers, 20 and 30-somethings accounted for only 54.4 percent of the sales, down from 75.9 percent in 2009. During the same period, the sales share for customers over 40 increased to 41.6 percent from 24.1 percent.
Lotte explained that increased sales to middle-aged customers for commercial holiday products resulted from attitude changes and a willingness to express their affection.
By Lina Jang (email@example.com)