"Only Twice a Year"... Why Is May Now the Biggest Discount Event for E-Commerce?

Gmarket and Auction's "Big Smile Day" Launches Twice a Year
Targeting Demand for Family Month and Self-Gifting
Aims to Offset Decline in Online Shopping During Outdoor Season
11st's "Grand 11th Day" Joins May Competition Since Last Year
Industry Rivals Intensify Limited-Time Promotions, Expecting Synergy

The May discount event, centered around e-commerce, is spreading across the entire domestic retail industry. Retailers are now organizing major promotions in the first half of the year, comparable to "Black Friday," which has traditionally been the biggest event ahead of year-end, thereby establishing two annual events as the norm. This move aims to capture the demand for gifts during Family Month and to encourage spending as consumers are drawn to outdoor activities in the spring season.

According to industry sources on May 9, e-commerce platforms Gmarket and Auction, both part of the Shinsegae Group, have selected a total of 1,000 popular products and are offering them at the lowest prices of the year in a promotion running from May 6 to May 19. This is the first-half version of the company's largest annual shopping festival, "Big Smile Day."

Similarly, 11st is holding its largest first-half shopping festival, the May "Grand 11th Day," from May 6 to May 16. One of the main attractions is the "Time Deal" segment, which offers time-limited discounts on up to 1,800 popular products.

Promotional image for Gmarket's "Big Smile Day." Provided by Gmarket

These platforms have traditionally focused their efforts on Black Friday in November as their main event, but have now expanded their signature promotions to include May, thereby operating major events twice a year—in the first and second halves. Gmarket was the pioneer, introducing a large-scale discount promotion in May for the first time in the Korean e-commerce sector in 2019 and establishing the two-event system as a regular practice.

A Gmarket representative explained, "We planned to hold the event twice a year, targeting the demand for Family Month gifts and encouraging shoppers to 'shop for themselves,' with the first-half promotion set for May." The idea was inspired by internal surveys showing that during this period—when gifts for Children’s Day and Parents’ Day are typically purchased—many consumers also want to treat themselves to something special.

This approach also takes into account the fact that May has traditionally been a less favorable season for online platforms. With the end of the spring chill and the arrival of pleasant weather, consumers tend to spend more time outdoors, which typically leads to a decline in online spending. However, large-scale discount promotions can help offset these disadvantages to a significant extent.

As word spread about the success of Gmarket and Auction’s first-half Big Smile Day, 11st also began adding its largest shopping festival, the Grand 11th Day, to May starting last year. An 11st representative said, "We determined that May, which coincides with Family Month gift purchases and comes before the summer vacation season, is the optimal time in the first half to capture shopping demand, so we expanded the event." The representative added, "When similar promotions from competing platforms are concentrated in the same period, consumer awareness and interest increase, creating a synergy effect."

11st May 'Grand 11th Day' promotional image. Provided by 11st

In fact, many e-commerce platforms are intensifying their discount promotions exclusively for May. Coupang operated its "Family Month BIG SALE," offering discounts on some 30,000 products for WOW members through May 7. Naver Plus Store also ran its "Family Month+ Sale" until May 8, providing membership members with three daily first-come, first-served discount coupons and up to 70,000 won in discounts based on purchase amount. SSG.com launched its "Shopping Express" event, which granted product coupons of up to 10% for a week starting May 1, while Lotte ON is currently holding discount promotions in the fashion and beauty categories.

The fixed May promotions by Gmarket, Auction, and 11st are becoming well established year after year. This year, the first-half Big Smile Day surpassed 10 million visitors within just two days of starting, while transaction volume in the "domestic accommodation" category during the May 6-7 Grand 11th Day was more than four times higher than during the same period last year.

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