South Korea's department stores are capitalizing on a wedding boom as marriage rates climb to their highest level in six years, intensifying competition to capture soon-to-be newlyweds.
According to the National Data Office's 2025 Population Trends Survey released on the 8th, marriages reached a preliminary 240,370 last year—the first time the figure has exceeded 240,000 since 2018, when 257,622 marriages were recorded.
The rebound has triggered a surge in wedding-related spending at major retailers. Lotte Department Store reported that sales of imported watches and jewelry jumped 65% year-over-year during its "Wedding Fair" held from late last month through the 2nd of this month. The retailer's "Lotte Wedding Members" loyalty program maintains steady demand, with approximately 30,000 customers annually using its wedding mileage benefits.
Shinsegae Department Store's travel platform Via Shinsegae saw reservations for premium honeymoon packages surge 160% in January and February compared with the same period last year. Luxury jewelry sales climbed 54.9% over the same period. Hyundai Department Store's "Club Wedding" membership for engaged couples has also grown 10% year-to-date.
All three major department store operators are now expanding their wedding initiatives. Lotte plans to extend its Wedding Fair into the autumn peak season following its spring event. Via Shinsegae has partnered with the Singapore Tourism Board to launch luxury hotel travel packages, offering vouchers worth approximately 240,000 won per traveler for select products. Hyundai is enhancing discounts on home appliances and furniture while considering an expansion of its wedding mileage program.
Soon-to-be newlyweds represent prized high-value customers who typically purchase engagement gifts, appliances, furniture, and travel packages in a single shopping spree. Wedding memberships and mileage programs encourage couples to consolidate their purchases at one retailer, with strong potential to convert them into long-term customers for childcare and lifestyle products.
"Wedding spending sentiment is improving alongside the rebound in marriages," a department store industry official said. "As the average age of first marriage rises, couples have greater purchasing power, driving a clear preference for premium brands in the wedding market."
The official added: "Demand for one-stop wedding purchases is growing rapidly, particularly given the structure of department store wedding clubs, where larger purchases yield greater benefits."
