Japanese retailers ramp up summer promotions as public braces for record heat

Japanese retailers are ramping up summer sales campaigns as consumers brace for prolonged heatwaves, with temperatures potentially reaching 40 degrees Celsius or higher.

According to Kyodo News, department stores and supermarkets are rolling out attractive promotions on items such as electric fans, portable air conditioners, sunscreen, summer clothing, and beverages. Deep discounts are also being offered on seasonal fruits like watermelon and peaches.

Many weather experts forecast this summer could see record-breaking heat, driving a rush among people to purchase cooling devices and heat-protection products. Some retailers have even extended evening opening hours to serve customers looking to avoid the heat.

The Japan Retailers Association reported that revenue from the cooling appliance and summer fashion sector has risen 15% compared to the same period last year, reflecting a sharp increase in market demand.