temperatures were lower than usual on many days cooling off sales of summerwear. wristwatchers and jewelry were popular with sales up nearly 28%. cosmetics surged more than 20%. much of the buyers were from china vacationing during the month. the association officials predict higher sales this month mainly from summer sales. >>> vertical images are becoming the norm as more people look at pictures the on smartphones. companies are taking notice of the shift and turning it into a business opportunity. >> one website is taking advantage of how people use smartphones and is posting videos filmed vertically. >> translator: i'd like to try on this beach dress. >> reporter: this reporter is filming for a website that introduces fashion and food trends on video. she always shoots vertically. if the scene is filmed horizontally, it looks like this. the vertical image leaves out unnecessary details on the right and left and looks neat and sharp. the company started posting videos in april. its website is popular with young female smartphone users. it got over 1 million hit