This Chuseok Gift... Individuals Purchased Small Quantities of High-End Gift Sets

A customer is looking at Chuseok gift sets at an Emart store in Seoul. (Photo by Emart)

[Asia Economy Reporter Seungjin Lee] This Chuseok, due to the impact of the novel coronavirus disease (COVID-19), there is a clear trend of sending expensive gift sets early instead of physically carrying items.

On the 17th, Emart analyzed sales during the pre-order period for this year’s Chuseok gift sets, from August 13 to September 15, a total of 34 days, compared to the same period last year. As a result, Emart’s overall gift set sales grew by 26%, driven by an increase in individual small-quantity purchases and strong sales of premium sets.

First, this Chuseok, individual small-quantity customers purchased gift sets earlier than last year. In fact, during this period, sales of small-quantity purchases under 1 million KRW increased by 33% compared to the same period last year.

Additionally, the proportion of purchases of five or fewer gift sets increased significantly from 74% last year to 82% this year. In particular, the share of customers buying 1 to 2 sets rose to 77% this year, up about 7 percentage points from last year, indicating an increase in individual small-quantity customers from the pre-order stage.

Emart analyzed that the increase in individual small-quantity customers during the Chuseok gift set pre-order period is due to more customers opting for a "contactless Chuseok" amid concerns over the resurgence of COVID-19, leading them to purchase and ship gift sets early. Furthermore, if this trend continues, sales to individual small-quantity customers are expected to increase further as the number of visitors returning home decreases.

Along with the rise in individual small-quantity customers, sales of premium sets also increased significantly. This is interpreted as a growing demand to send high-priced gifts instead of visiting in person. It can also be understood that the money saved on travel expenses due to a contactless Chuseok is being redirected toward gift sets.

According to Emart’s analysis of sales during this year’s Chuseok gift set pre-order period, sales of gift sets priced over 100,000 KRW increased by 33.9% compared to last year. Among these, sales of premium gift sets priced over 200,000 KRW grew by 41.9%, demonstrating the strength of premium sets.

In response, Emart has strengthened its Chuseok premium gift sets. Notably, it offers the ‘Peacock Hoengseong Livestock Cooperative Hanwoo 1++ Grade Grilling Set 1 and 2,’ which selects only the highest-grade cuts with a marbling score of 8 or higher from Hoengseong 1++ grade Hanwoo, and the ‘Peacock Emperor Gulbi,’ composed of domestic dried yellow corvina fish weighing over 300g.

Fueled by the popularity of premium sets, Emart’s meat gift set sales during the pre-order period increased by 45.8% compared to last year. Seafood set sales also rose by 42.8%, and sales of wine gift sets priced over 200,000 KRW recorded a triple-digit growth rate of 430%.

Meanwhile, since the 15th, Emart has started full-scale sales of gift sets at 53 stores nationwide with high demand for gift sets, including Guro, Gayang, Yeongdeungpo, and Siwha branches. From the 19th, full-scale gift set sales will begin at all nationwide stores.

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