From Sugar to Gifts for Pets... The Evolution of Holiday Presents

Holiday Gifts Reflecting Economic and Social Trends
Popular Sugar Seasonings in the 1950s
This Year, High Inflation Leads to Cost-Effective Gift Sets
Customized 'Companion Animal' Products Rise with Increasing Pet Owners

[Asia Economy Reporter Han Seung-gon] Ahead of the Seollal holiday, various gift sets are being released in the retail market. From small-packaged products targeting single-person households to eco-friendly fruits and toys for the pet population, there are many items available. All of these can be seen as catering to consumers' tastes and demands.

Thinking back to past holiday scenes during difficult economic times, such scenes were unimaginable. The customs of the holiday have changed according to the economic and social conditions of the time and the living standards of the people.

In the 1950s, so-called "Sambaek (三白) foods" such as sugar, seasonings, and flour were popular items. In fact, many common people could not even exchange these. It was a time when simply being able to sit around one table with the whole family and relatives, eating delicious food to one's fill without any incidents or accidents, was considered a holiday gift in itself.

In the 1970s, with the development of light industry, people's financial situations improved. It is known that the concept of comprehensive gift sets also emerged during this time. At the same time, competition among retailers for gift sets intensified. While gifts mainly consisted of food and daily necessities in the past, gift sets composed of luxury items such as coffee and snacks appeared.

During the high economic growth of the 1980s, premium food gift sets such as dried yellow corvina and ribs appeared, mainly in department stores. Tuna and Spam sets, which remain popular today, also appeared during this period. Then, in the 1990s, when the International Monetary Fund (IMF) foreign exchange crisis occurred, practical gifts that could be immediately consumed or used gained popularity.

On the 17th, residents were buying holiday gifts at the direct transaction market held at Gangnam-gu Office in Seoul for the Lunar New Year. Photo by Yonhap News

This year's Seollal is the first holiday since the lifting of social distancing measures, so there is a lot of interest in gifts for family and relatives. However, due to the impact of high inflation, cost-effective gift sets are gaining popularity, and eco-friendly products have also appeared amid a social atmosphere that values the environment. Additionally, gifts for pets targeting the pet population have emerged as holiday gifts.

According to Emart, pre-order sales of gift sets from December 1, 2022, to January 9, 2023, increased by 14.1% compared to Seollal 2022. Sales of practical sets priced between 50,000 and 100,000 won increased by 45.1%, and mixed sets with high daily usability are also popular. In terms of sales, fruit mixed sets increased by 25.3%, Korean beef mixed sets by 40.9%, dried yellow corvina by 20.4%, seasoned seaweed sets by 34.6%, and combined sales of seasonings and canned goods rose by 20.1%.

Homeplus is selling Seollal gift sets until the 23rd. Along with cost-effective and premium gift sets, an "ESG gift set" using eco-friendly paper has also been introduced. Marking the era of 10 million pet households, Shinsegae Department Store has introduced gift sets for pets for the first time.

Professor Lee Eun-hee of Inha University (Department of Consumer Studies) said, "During difficult times, people tried to spend the holidays a little more abundantly by eating together or mainly exchanging food, and that tradition continues." She added, "In the process, the contents of gift sets change according to the times. Recently, pet gift sets have also appeared." She further noted, "Ultimately, holiday gifts can be seen as reflecting the circumstances of the times."

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