Lotte Home Shopping "This Chuseok, 'Stay-at-Home' Increases, Gift Purchases for 'Myself and Parents' Rise"

[Asia Economy Reporter Seungjin Lee] Lotte Home Shopping announced on the 3rd that, as a result of conducting a 'Chuseok Plan Survey' targeting 500 premium customers, more than half of the respondents said they plan to 'rest at home' and purchase products for 'both personal use and gifts' this Chuseok.

Compared to last year, the number of respondents planning to 'visit hometown (relatives)' or 'travel abroad' this Chuseok decreased, while the proportion of those planning to 'rest at home (47%)' and 'domestic travel (22%)' increased by 10 percentage points.

Among them, 91.3% of customers responded that they plan to purchase products as Chuseok gifts. More respondents chose 'both personal use and gifts (53%)' or 'personal use (5%)' rather than the usual 'gifts (41%)' as the purpose of purchase.

Unlike previous years, the gift recipients are concentrated on parents (74%) rather than siblings, relatives, or acquaintances, indicating that consumption will focus on 'myself and immediate family.' The planned purchase items were fresh food (52%), health supplements (42%), gift certificates/cash (40%), and processed foods (26%) in that order.

Also, due to the impact of COVID-19, the majority of respondents said they would use home shopping (58.7%) and online shopping malls (42.9%), which offer easier access and product receipt than offline stores. When selecting products, practicality (43%) and quality (38%) were prioritized, and the most appropriate amount per item was 70,000 to 100,000 KRW (29%).

Additionally, 90% of all respondents said they would purchase Chuseok gifts using home shopping, citing 'convenience (53%)', 'affordable prices (31%)', and 'variety of products (27%)' as reasons. Among the Chuseok products they want to buy through home shopping, food items accounted for 80% overall, with high demand for high-quality meat, fresh fruits and vegetables, and ready-to-eat meals that families can enjoy at home.

Meanwhile, Lotte Home Shopping is holding a special exhibition called 'Chuseok Heart Table' until the 27th. Considering that the proportion of food purchases during Chuseok is more than twice the usual and about 20% higher than during Seollal (Lunar New Year), the food assortment has been expanded by 30% compared to previous years. This year, a separate 'Premium Chuseok Heart Table' will be operated, featuring only premium foods such as its own fresh food brand 'Haruilgwa Holiday Fruit Set,' 'Hoengseong Livestock Cooperative Hanwoo Beef Set,' and 'Two-Star Sirloin Galbi Soup.'

Kim Jong-young, head of marketing at Lotte Home Shopping, said, "This Chuseok, due to COVID-19 issues, people prefer an 'untact Chuseok' to safely spend the holiday with family at home, and the preference for premium foods is expected to be high. Reflecting these customer needs, we have significantly expanded the product assortment compared to previous years and plan to present various special broadcasts featuring food and entertainment suitable for an untact Chuseok."

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