'Donghaeng Sale' First Weekend... Where and What to Buy?

On the 26th, when the discount event "Korea Together Sale," planned to overcome the economic crisis caused by COVID-19 and promote consumption, began, Mangwon Market in Seoul was bustling with citizens. This Together Sale, in which all economic entities including traditional markets, neighborhood supermarkets, department stores, and large marts participate by offering gift certificates and discount events, will be held for 17 days until the 12th of next month. Photo by Kim Hyun-min kimhyun81@

[Asia Economy Reporter Seungjin Lee] The 'Korea Together Sale,' launched to revive the domestic market stagnated by the impact of the novel coronavirus infection (COVID-19), has reached its first weekend. As consumption is concentrated on weekends, the industry expects consumers to finally open their wallets. On the other hand, large supermarkets must observe mandatory Sunday closures, leading to concerns that the results will be only partial.

The Together Sale, which started on the 26th and runs until the 12th of next month, involves over 2,000 companies and small business owners. The large-scale discount event, covering 633 traditional markets nationwide, about 5,000 neighborhood supermarkets, 35 large manufacturing and distribution companies including department stores, large supermarkets, electronics, and automobiles, as well as the livestock and fisheries industries, dining, and tourism, can also be accessed through non-face-to-face channels such as open markets, TV home shopping, and live commerce.

First, fashion companies, which have suffered severe sales slumps due to reduced outdoor activities caused by COVID-19, will launch large-scale discounts. From now until the 2nd of next month, the 'Cheer Up Korea Korea Fashion Market,' hosted by the Ministry of Trade, Industry and Energy, will feature a total of 31 fashion brands. Department stores will offer up to 80% discounts on fashion brand products such as Black Yak, Kolon Sports, Ribbon, Le Shop, and On&On.

At Lotte Department Store, customers can purchase shoes, cosmetics, and wine at discounted prices. Across all department store branches, about 90 shoe-related brand products will be sold at up to half price. Seven luxury brands including Yves Saint Laurent, Lanc?me, and Kiehl's will offer a 20% gift certificate with purchases over 200,000 won. Reflecting the demand for home drinking and solo drinking, wines priced between 20,000 and 50,000 won are also available.

Shinsegae Department Store has prepared local specialty products from production areas suffering from sluggish domestic demand and blocked export routes as gifts instead of eco-bags, board games, or gift certificates. Hyundai Department Store will provide customers with plus points worth 3 billion won. Additionally, summer season new products from a total of about 250 brands in fashion, accessories, and sports will be discounted by 10-50% compared to the initial sale price. About 70 overseas fashion brands, including Lanvin and Mulberry, will also be on sale.

On open markets, between a minimum of 200 and a maximum of 587 products will be discounted by 30-40% depending on the platform. The items range from accessories like silver rings to food ingredients, daily necessities, and home appliances. Wemakeprice, Tmon, Gmarket, Auction, 11st, Lotte ON, CJ Mall, Half Club, Boribori, Oasis, and Coupang started their discount events from the 16th, while G9, Interpark, SSG.com, G Fresh, and Farmer Story began theirs from the 22nd.

Convenience stores are also participating in the Together Sale to help revive the domestic economy. GS25 will sell cup noodles, instant foods, beverages, disposable masks, and hygiene products at low prices during the event period. CU will conduct buy-one-get-one-free and other promotional events on about 2,100 products including beer, refrigerated beverages, and ice cream until next month.

The three major supermarkets?Emart, Lotte Mart, and Homeplus?joined the domestic market revival effort with gift certificate giveaways and discount events from the 25th until the 1st of next month. However, they must close on the 28th, just three days after the Together Sale began. On that day, about 78% (328 out of 418) of the stores of the three major supermarkets will observe mandatory closure. According to the Distribution Industry Development Act, local governments enforce large supermarkets to close twice a month. Although mandatory closure days vary by region, most areas nationwide, including Seoul, Incheon, Daegu, Busan, and Jeolla, designate the second and fourth Sundays.

Accordingly, the large supermarkets are concerned that this Together Sale will only be half successful. Although it is a large-scale discount event implemented to revitalize the domestic economy stagnated by the COVID-19 crisis, they have no choice but to close on Sundays, when consumer traffic is highest, due to mandatory closure regulations. Large supermarkets had already suffered sales hits after being excluded from disaster relief fund usage, and now they are voicing dissatisfaction as they are forced to close during the large-scale discount event period.

A representative from a major supermarket explained, "The weekend concentration phenomenon is more pronounced during large-scale discount events like the Together Sale," adding, "We saw this Together Sale as an opportunity to rebound from severe slumps, but weekend closures make it difficult."

This content was produced with the assistance of AI translation services.