Ahead of the long Chuseok holiday running from the 3rd to the 9th next month, the retail industry is waging a "value for money competition" over Chuseok gift sets. Companies across the board are markedly strengthening their lineup of products under 50,000 won and increasing quantities, pushing aggressive price marketing. Meanwhile, demand is growing to secure deeply discounted pre-order items at low prices.
According to the retail industry on the 10th, Emart increased the supply of fruit gift sets priced in the 30,000–40,000 won range by 20% year over year during the Chuseok gift set pre-order sales that began late last month. It also expanded the supply of processed gift sets such as canned goods and seasonings priced in the 20,000–40,000 won range by 20%, and strengthened its lineup of ultra–value for money daily necessities sets in the 10,000–20,000 won range.
Lotte Mart configured more than 40% of the roughly 800 pre-order gift sets it sells as items under 50,000 won. About half of its alcohol gift sets are priced at 50,000 won or less. Homeplus is also actively targeting value-focused consumers by making 64% of all gift sets items priced at 30,000 won or less.
This pricing strategy is translating into actual sales performance. Emart said that, based on pre-order sales of fruit sets from the 18th of last month to the 4th of this month, all top four items were priced under 50,000 won. The No. 1 product by volume is the "famous production area apple set (3.6 kg, 11 count)," sold at 49,800 won. The No. 2 and No. 3 products were the "apple and pear mixed set" and the "sugar-content–selected apples," both in the 30,000–40,000 won range.
Convenience store chains are also promoting value-for-money marketing with Chuseok gift sets focused on small-volume, practical items. GS25 has been selling a total of about 650 holiday gift sets priced in the 30,000–100,000 won range since the 29th of last month under the theme "2025 neighborhood gift shop." In addition, for about 112 products, customers who pre-purchase with partner credit cards receive extra giveaway discounts. Practical gift sets in the 10,000–50,000 won range—such as seaweed, ham, and cooking oil, and shampoo and body sets—are offered with a 1+1 promotion, while premium gift sets like marinated LA galbi, dried yellow corvina, and dried persimmons are under a 2+1 promotion.
CU also expanded to about 250 the number of promotional items in this year's Chuseok gift sets that include giveaways for purchases above a set quantity, up roughly 10% from a year earlier. About 50 seasoning and canned items, about 30 daily necessities, and about 20 seafood items are included. According to CU, during last year's Chuseok, items under 30,000 won accounted for 18.5% of total sales, while items priced 30,000–50,000 won accounted for 36.6%. A CU official said, "Reflecting last year's data, we increased mid- to low-priced product lines again this year."
Seven-Eleven is also targeting customers who prioritize value by launching 20 "practical products." It diversified its lineup with mid- to low-priced items across seven categories, ranging from processed and oil gift sets in the 30,000 won range composed of tuna, ham, and cooking oil, to hair and body care products in the 50,000 won range, and a Korean beef brisket grilling set in the 80,000 won range.
Emart24 likewise increased its 30,000 won range gift sets for this Chuseok by 41% year over year. It strengthened mid- to low-priced practical gift sets such as cosmetics, coffee, and nut gift sets.
While big-box stores and convenience stores are leaning into value for money, department stores are targeting premium demand by focusing on higher-priced sets. Hyundai Department Store increased its Korean beef sets for this Chuseok by 10% from a year earlier, the largest volume ever. It segmented prices from the 3 million won premium line "Hyundai Luxury Korean Beef No. 9 (No. 9)" to the 100,000 won range small-package set "Hanwoo Sodam Seong (誠)."
Shinsegae Department Store introduced exclusive sets of food, desserts, and alcohol and teacups themed on the high-end food hall "House of Shinsegae" at its Gangnam branch. Lotte Department Store differentiated itself on the liquor front by unveiling the "Chateau Mouton Rothschild" vertical wine set (1.2 billion won), which brings together vintages produced every year for 30 years from 1988 to 2017.
Pre-order sales for this year's Chuseok gift sets are off to a strong start. Emart and Lotte Mart, which began taking reservations for Chuseok gifts on the 18th and 14th of last month, saw related sales through the 2nd of this month rise 8% and 15%, respectively, from a year earlier. At Homeplus, sales dipped slightly from last year due to fewer corporate and group customers, but sales of fresh food sets such as meat, seafood, and fruit rose 20%.
A retail industry official said, "This year's Chuseok comes with a long holiday of up to 10 days, and as many consumers plan domestic and overseas travel, demand for making gift reservations earlier is increasing," adding, "While high–value for money gift sets are popular overall, demand for premium gifts also coexists."