Women's spending patterns have something to do with their maternal instincts, marketing staff at major department stores claim. One department store in Seoul analyzed the spending patterns of customers from 2012 until the first week of 2013 on extremely cold days and found that 30 percent of female customers bought young children's clothing first and then moved to buy clothing for men and teens.
"When the weather gets colder, many mothers tend to go out and buy children's clothing and coats, jackets and other warm clothing for men," said Lee Dae-chun at the retailer. "They spend more on their husbands and kids than on themselves, as they often skimp on their clothing and cosmetics."
One employee at another department store shared the same view. He said women make up 60 percent of the store’s customers in general, but on cold winter days this proportion surges to 80 percent.
"Sales of cosmetics and women's apparel remain flat at such times, whereas men's clothing starts flying off the shelves, so it only makes sense that women tend to spend more on their spouses and kids when the mercury plummets," he said.
But a market insider said that when the weather warms up in April, women start splashing out on themselves. "When the temperature rises, sales of luxury handbags and cosmetics also increase."