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Who shops at 5 a.m.? More people than you think, according to home shopping channels
May 9, 2026
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Starting in May, Lotte Home Shopping has begun its live broadcasts at 5 a.m., an hour earlier than before, as it adjusts its schedule to the lifestyles of senior customers, the backbone of TV home shopping audiences in South Korea. The move follows a similar shift by rival NS Home Shopping, which began 5 a.m. broadcasts in April. According to Lotte Home Shopping, 80 percent of purchases made between 5 a.m.
and 7 a.m. during last year’s summer months were by customers aged 60 and older. Purchases
The korea Herald News
Coverage and analysis from South Korea. All insights are generated by our AI narrative analysis engine.
South Korea
Bias: center