E-MART(139480)'s advance reservations sales for this year's Chuseok gift sets hit an all-time high. As people cut holiday gift expenditure amid high inflation, "early bird" demand surged by moving up purchases to the advance reservation period, which offers big discounts.
E-MART said on the 10th that sales from the first round of advance reservations for Chuseok gift sets, held from Aug. 6 to Sept. 4, rose 21.2% from the same Chuseok period last year (based on D-21). On the final day of the event, Sept. 4, single-day sales were the highest of any advance reservation period on record. During the same period, gift set sales at Traders and E-MART Everyday also increased by 31.6% and 11.6%, respectively.
What lifted this year's performance was the category classified as "value premium." E-MART kept the quality of fresh food while diversifying origin, volume, and composition, and expanded curated sets that lowered unit prices through bulk purchasing. A prime example was offering abalone sets, long seen as high-end gifts, in the 40,000 won range (live abalone from Wando), and tilefish and cutlassfish sets in the 70,000 won range.
In meat, U.S. and Australian LA-style short ribs ranked first and second in sales. Diversifying import origins to hit prices in the 90,000 won range proved effective. Apple and pear sets priced between 30,000 won and 50,000 won and ginseng, deodeok, and dried mushroom sets posted growth of 10.3% and 42.9%, respectively, backed by discounts of up to 40%. More than 1.6 million sets of processed food assortments in the 30,000 won range, bundling items like canned goods and cooking oil, were sold.
Demand for high-end gifts also increased, with sales of gift sets priced at 200,000 won or more up 91%. In addition to traditional premium gifts such as premium Korean beef, known as hanwoo, and dried yellow croaker, rare premium liquors like whisky and wine drove demand.
An E-MART official said, "While reducing the purchase burden with advance reservation benefits amid high inflation, consumers also appeared to prioritize class and value for holiday gifts intended for special recipients."
E-MART, Traders, and E-MART Everyday will continue the advance reservation event through Sept. 16. Customers can get up to 50% off by paying with event cards or earning Shinsegae Points.