SEOUL, Dec. 14 (Korea Bizwire) — The number of online shoppers went up visibly after 6 p.m. this year, data from a leading retailer showed Friday, a phenomenon industry watchers tied to shorter work hours.
Hourly sales figures from Shinsegae Department Store from January to November this year showed a 30.3 percent increase from 6-6:59 p.m. compared with the same period last year.
Wider data indicated a 22.6 percent gain in sales from 6-9 p.m.
In comparing three-hour blocks, the biggest increase was in the 6-9 p.m. period, followed by 6-9 a.m. when sales rose 17.7 percent.
The increase in online shopping in the evening hours was led by men, according to the data. Whereas male shoppers make up 26 percent of total sales, the number rises to 32 percent from 6-9 p.m.
South Korea implemented shorter legal work hours in January, restricting the workweek to a maximum 52 hours.
Purchases of sports and hobby products increased by double digits, the same data showed. Sales of golf clubs and related items rose 25.2 percent in the 11 months this year. Hiking and camping goods went up 17.4 percent.
Shoppers bought 17.3 percent more musical instruments and products for other hobbies, and spent 16.3 percent more on hotel reservations, flight tickets and other travel products.
Shinsegae’s online sales of household appliances also rose during the measured months, including refrigerators and washing machines (35.9 percent).