Between Commercialism and Sincerity: '00 Day'... Convenience Stores See 46.5% Sales Growth in Pepero Products

Convenience Store Industry's Peak Season in the Second Half
Changed Atmosphere Amid COVID-19
Major 4 Convenience Stores' Sales Up 46.5% YoY
"Attractive Gifts Easy to Share Without Burden"

Pepero is displayed at a convenience store in Seoul on the 10th, one day before Pepero Day. Photo by Mun Ho-nam munonam@

[Asia Economy Reporter Cha Min-young] "Usually, '00 Day' felt tiring, but in these difficult times, it seems to be an opportunity to casually check in with acquaintances without burden."

The convenience store industry's major sales season in the second half, 'Pepero Day (November 11),' has achieved success despite the COVID-19 pandemic, resulting in a positive ripple effect for the industry. Unlike Valentine's Day or White Day earlier this year, when consumer sentiment was severely depressed due to COVID-19, customers flocked thanks to improved domestic and international economic outlooks and eased social distancing measures.

From November 4 to 10, sales of stick snack products such as 'Pepero' at the four major convenience stores (GS25, CU, 7-Eleven, Emart24) increased by an average of 46.5% compared to the previous year. This growth rate is similar to that of 2019. By product category, chocolates such as 'Ferrero Rocher' rose by 8.5%, candy and jelly products increased by 5.4%, and snack category sales grew by 5.1%. Sales of products that provide warmth, such as hot packs, also surged by 32.2%.

Pepero Day is a peak season for confectionery sales across the distribution industry, including convenience stores. Lotte Confectionery's Pepero single product sales reached 98.275 billion KRW last year, earning the title of 'the best-selling snack in 2019.' Despite concerns about sales declines last year due to the boycott of Japanese products impacting Lotte Confectionery, actual sales volume continued to rise following 2018. The industry estimates that about 50% of annual sales occur during the Pepero Day season.

Some analysts suggest that Pepero Day's marketing effect has surpassed that of traditional Valentine's Day or White Day. On White Day, when men give gifts to women, presents often include bags, clothes, or expensive accessories, so actual sales volume of candy and similar products sold at convenience stores is not high. In contrast, Pepero is bulky and comes in colorful packaging, making it a good choice for a light gift.

A distribution industry official said, "Unlike Valentine's Day or White Day, when high-priced gifts are exchanged between couples, Pepero Day is a day when gifts are exchanged mutually among people of all ages and genders," adding, "This year, with fewer opportunities to share feelings due to COVID-19, it seems to have become a good excuse to check in first."

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