Scorching Temperatures Drive a Surge in AC Sales
As Turkey experiences temperatures well above seasonal norms, demand for air conditioning units has skyrocketed. In July 2024 alone, retailers reported an unprecedented spike in split air conditioner sales, with consumers rushing to find relief from the relentless heat. A total of 3.3 million split AC units were sold across the country this year. Of those, 2.2 million were locally produced, while 1.1 million were imported.
The surge has pushed the home air conditioning market to an estimated volume of $1 billion, reflecting not only growing demand but also rising prices.
Installation Delays Frustrate New Buyers
While buying a new AC has become a top priority for many households, actually getting it installed is proving to be a challenge. Authorized service providers are currently overwhelmed, and appointments for installation are being scheduled no earlier than 10 to 15 days after purchase.
Speaking on CNBC-e, Mehmet Hakkı Şanal, President of the Turkish HVAC Exporters’ Association, explained that the spike in demand came suddenly and service teams were not prepared for such a sharp increase in workload. Although stock levels are healthy, the logistics of installation have become the bottleneck.
Soaring Prices Add to Consumer Burden
The cost of staying cool has also increased sharply. Industry experts say that air conditioner prices have risen between 25% and 45% compared to last year. Today, buying a new unit can cost anywhere from 25,000 TL to 100,000 TL, depending on brand and specifications.
This spike in prices hasn’t slowed down demand, but it has led some consumers to consider more affordable alternatives—though with mixed results.
Fans Lose Favor as a Cooling Option
While fans were once a popular backup option, they are quickly losing appeal. Despite being widely available and ranging in price from 800 TL to 5,000 TL, fan sales have dropped by around 50% this year. Interestingly, prices for fans have also decreased by approximately 25%, suggesting that demand is cooling even as the weather heats up.
Retailers say the decline in fan sales reflects a growing consumer preference for more effective cooling solutions, especially as temperatures continue to climb and heatwaves become more intense and frequent.
The Heat Is On — and the Market Responds
This summer has not only tested people’s tolerance for heat, but also the capacity of the cooling industry. As the market expands and consumer behavior shifts, manufacturers and service providers will need to adapt quickly. Until then, patience—and maybe a portable fan—will be essential for anyone looking to beat the heat.
