Gift Demand in 'May Family Month' Concentrates on E-commerce

[Asia Economy Reporter Kim Cheolhyun] As May, the "Month of Family," approaches, demand for preparing gifts is concentrating on e-commerce. This is because non-face-to-face (untact) consumption is expanding due to the novel coronavirus infection (COVID-19), and various events and special exhibitions featuring discount benefits are being prepared by each e-commerce company.

According to a mobile survey on "Gift Trends for the Month of Family" conducted by TMON targeting 400 people aged 30 to 50 living in the metropolitan area, 63.3% responded that they would prepare gifts. About half, 51.8%, chose online channels as their gift purchasing route. The reasons cited were "affordable prices and convenient delivery" by 51.1%, and 24.4% answered "because it is the channel they usually use." The response "because it is difficult to go out due to COVID-19" accounted for 9.9%.

In response, TMON is holding a "Month of Family Gifts" special exhibition until the 15th of next month. About 50 products are selected daily and sold at discounts of up to 75%. In addition, a "Month of Family Gifts Exclusive Coupon" of up to 15% is also prepared. When using Kookmin, Nonghyup, or Hana cards, all customers receive a 5,000 won discount coupon usable on purchases over 50,000 won in this special exhibition. Super Save members can additionally receive a 15% discount coupon on purchases over 50,000 won. Lee Jinwon, CEO of TMON, said, "We prepared this special exhibition to reduce the burden on consumers preparing gifts for their precious people such as parents and children in celebration of the Month of Family."

WEMAKEPRICE (WMP) will also hold a maximum 40% discount promotion through "Super WMP Day" for four days from the 1st to the 4th of next month. WMP explained that "to celebrate May, which has many anniversaries, we have prepared abundant discount benefits and super special price products so that families, lovers, friends, and acquaintances can give heartfelt gifts." Coupon discount benefits include up to 20% off in marts, fashion, and beauty. Additionally, applying a 20% overlapping discount in the Super Brand Hall can provide benefits of up to 40%. About 30 brands participate in the Super Brand Hall, including LG Electronics, Yuhan-Kimberly, Ottogi, Hanssem, and CJ CheilJedang. In the "Super PICK" corner, e-coupons with up to 25% discounts are sold. Major products include Tous Les Jours, Makino Chaya, CJ, GS25, Dunkin' Donuts, and O'Sulloc. A Super Time Deal event is also held every two hours, showcasing a total of 144 super special price products, and opening the "Month of Family Gifts" theme every day at 10 a.m.

Coupang is holding a "Children's Day & Parents' Day" special exhibition ahead of the Month of Family in May. This special exhibition has prepared recommended gift corners by "age group," "price range," and "theme" to enhance customers' shopping convenience, and offers weekly new products at up to 50% discounted prices through "Weekly Specials," along with up to 20% discount benefits by card company. Popular products for Children's Day and Parents' Day such as toys, game consoles, massage devices, and carnations are sold at affordable prices. Also, Coupang is running a "Month of Family Customer Story Submission Event" until the 3rd of next month. Customers who write their feelings to their family and apply for the event will have Coupang send gifts on their behalf. A total of 115 stories will be selected, providing prizes worth 10 million won, including smartphones and robot vacuum cleaners. Yoon Hyeyoung, Vice President of Coupang Retail, said, "We prepared this event so that people can express feelings they have not been able to convey to their families."

Interpark is also running a "Benefit Da (多) Family" promotion for the Month of Family. It is characterized by focusing on product categories with noticeably increased demand and preparing discount benefits. First, category-specific discount coupons are provided. Target categories include health foods, massage products, toys, and flower wreath products, with 12% overlapping discount coupons issued daily at 10 a.m. on a first-come, first-served basis. A 30% overlapping discount coupon exclusive to Tokjipsa is also prepared. This coupon can be issued daily at 10 a.m. on a first-come, first-served basis by entering the keyword "Month of Family" in the Tokjipsa chat window. Up to three coupons, including exclusive and overlapping coupons, can be used at once in this Month of Family promotion. Choi Hoonki, Team Leader of Interpark Sales Promotion Team, explained, "Due to the COVID-19 issue, social distancing has become a daily routine, and the movement to prepare gifts for the upcoming Month of Family online has noticeably increased."