Gmarket 'Big Smile Day' Event... It Resonated with the Jalpa Generation

Major Item Purchase Growth Rate Surges to 36%
Digital and All Categories See Sharp Increase in Purchases

Gmarket revealed that a large number of customers in their teens and twenties participated in this month's online shopping festival, 'Big Smile Day,' opening their wallets in the process.

Analyzing big data from the period of Big Smile Day, held from the 6th to the 19th, Gmarket announced on the 28th that the purchase growth rate for key items among the 10s and 20s age groups surged by 36%. This significantly exceeded the growth rates of the 30s and 40s age groups (11%) and the 50s and 60s age groups (6%), the company added. The analysis was based on 20 representative categories with high purchase volumes.

As a result of big data analysis conducted from the 6th to the 19th during Gmarket's Big Smile Day event, it was found that the purchase growth rate of major items among the 1020 generation surged by 36%.
[Photo by Gmarket]

Specifically, the 10s and 20s age groups made purchases broadly across various items. Among these, digital products such as laptops and PCs (120%), monitors (220%), and PC peripherals (57%) saw particularly active buying. Gmarket explained, "Gaming monitors and laptops for study purposes were popular," adding, "Although these are relatively high-priced products, the large discounts appear to have influenced the increased purchases."

Fashion categories and beauty products also showed high sales rates from the 10s and 20s. Sportswear and sneakers (38%), bags and accessories (42%), and cosmetics and perfumes (20%) received positive responses, with beauty appliances (97%) nearly doubling in sales. Additionally, fresh food (27%), processed food (13%), and daily necessities (14%) categories showed steady growth.

Sales of travel and airline tickets (97%) and e-coupons (61%) also rose significantly. This is interpreted as reflecting the consumption tendencies of people in their twenties planning winter trips or hotel stays, and teenagers gifting franchise coupons to friends. A Gmarket representative stated, "The benefits of the big promotion received a good response from the well-spending generation (Z generation + Alpha generation), who value rational consumption, resulting in a significant increase in their purchases, which we see as a positive outcome."

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