Convenience Store That Failed on Valentine's Day... White Day Sales Soar

A GS25 employee is posing while holding White Day products.

[Asia Economy Reporter Lim Chun-han] The convenience store industry is enjoying a rare "White Day boom." This contrasts with last month’s Valentine's Day sales, which declined due to overlapping with the Lunar New Year holiday. The recent end of remote learning caused by COVID-19 and the return to normal attendance at elementary, middle, and high schools nationwide also played a role.

According to GS25 on the 13th, sales of White Day products from the 1st to the 10th increased by 15.8% compared to the same period last year. A GS25 official explained, "With the full resumption of school attendance, sales of White Day products, especially around schools and academies, have significantly increased." In contrast, Valentine's Day sales last month decreased by 19.2% compared to the previous year.

At CU, sales of White Day products during the same period rose by 15.5% year-on-year. By category, sales increased for chocolates by 15.4%, candies by 23.4%, and jellies by 18.3%. At 7-Eleven, sales of White Day products such as chocolates (19.1%), candies (26.1%), and jellies (12.7%) rose by 10.5%. Emart24 also saw chocolate and candy sales increase by 42% and 70%, respectively.

Wine sales showed remarkable growth ahead of White Day. From the 1st to the 10th, GS25’s wine sales increased by 121.5% year-on-year, 7-Eleven’s by 172.8%, and Emart24’s by 138%.

Convenience stores have launched unique collaboration products to capture the seasonal demand. GS25 released over 100 products featuring popular characters preferred by different age groups, including two sets of Jinro Is Back Toad Eco Bags, four Among Us sets, seven Kakao Friends sets, and two mini wreath sets. CU introduced about 20 differentiated products in collaboration with 10 brands, including Everland and Jeju Air. 7-Eleven is selling Malangyi Eco Bag sets featuring Lotte Confectionery’s Malang Cow character and Chupa Chups KartRider packages using the racing game KartRider characters. Emart24 prominently featured two Pink Toad goods.

There are also delivery promotions targeting non-face-to-face demand. GS25 offers a delivery fee discount of 2,000 KRW when purchasing White Day products through KakaoTalk Order by the 15th, and a 3,000 KRW discount when ordering via Yogiyo. CU provides a 3,000 KRW discount to customers who order over 20,000 KRW through Yogiyo by the 15th and to those who order over 10,000 KRW through Naver and Wemakeprice by the 31st.

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