[Asia Economy Reporter Seungjin Lee] Emart announced that starting from the 15th, it will begin the main sales of gift sets at 53 nationwide stores with high demand for gift sets, including Guro Branch, Gayang Branch, Yeongdeungpo Branch, and Siwha Branch, and from the 19th, it will launch full-scale gift set sales at all stores nationwide.
Emart judged that premium gift sets would be highly popular this Chuseok and increased the quantity of high-priced gift sets by 20-30% compared to last year. First, for the representative premium gift set, the Korean beef gift set, new products were launched and the quantity of major popular products was significantly increased.
This Chuseok, Emart newly introduced the ‘Peacock Korean Beef Grilled 1++ Grade Set (Korean beef 1++ grade 2kg)’ and the ‘Peacock Korean Beef Sirloin 1++ Grade Set (Korean beef sirloin 1++ grade 2kg)’, selling for 350,000 KRW and 340,000 KRW respectively. Customers paying with event cards will also receive a 10% discount.
Additionally, the ‘Peacock Korean Beef Rib 1++ Grade Set’ increased its prepared quantity by 80%, from 1,000 units last year to 1,800 units this year, and the ‘Peacock Hoengseong Livestock Cooperative Korean Beef 1++ Grade Grilled Set No. 1 and 2’ also increased quantity by 30%. Purchases with event cards are available at a 10-20% discounted price.
For seafood, a new gift set was planned, selling the ‘Peacock Mero Grilled Set’ limited to 100 sets at 250,000 KRW. This gift set is made by carefully selecting only the highest-grade mero, and with event card payment, it can be purchased at a 10% discounted price of 225,000 KRW.
In fruit gift sets, the rise of Shine Muscat is remarkable. Emart has significantly increased the variety of Shine Muscat gift set products from one last Chuseok to five this year. The new product ‘Peacock Shine Muscat & Jeju King Mango Set’ is a gift set combining the highest-grade Shine Muscat and a special Jeju-grown king mango, which accounts for about 1% of national production, prepared in a limited quantity of 1,000 units.
Meanwhile, Emart’s emphasis on premium gift sets is based on the expectation of an ‘untact Chuseok’ where fewer people visit their hometowns due to COVID-19, leading to increased demand for sending good gifts and highlighting the preference for premium gift sets.
In fact, analyzing the pre-order performance of Chuseok gift sets from August 13 to September 10, Emart found a notable growth trend in high-priced gift sets. During this period, sales of gift sets priced over 100,000 KRW increased by 26.0% compared to the same period last year. Especially, sales of gift sets over 200,000 KRW surged by 40.1%, driving the overall growth in gift set sales.
Looking in detail, sales of Korean beef gift sets increased by 32.8% compared to the same period last year. Seafood gift sets priced between 100,000 and 200,000 KRW and those over 200,000 KRW increased by 101.0% and 46.9% respectively, continuing the strength of premium gift sets.
Additionally, aligned with the home drinking trend, demand for high-priced alcoholic beverages increased, with wine gift sets over 200,000 KRW recording a triple-digit sales growth rate of 752.2%, and sales of red ginseng gift sets over 100,000 KRW also rose by 254.5% compared to the same period last year.
Thanks to the strong performance of these premium gift sets, Emart’s total pre-order sales for Chuseok gift sets have increased by 20.1% compared to last year as of September 10, showing favorable results.
Lee Jong-hoon, head of Emart’s marketing team, said, “With pre-order sales, which can be considered a barometer of Chuseok business, progressing smoothly, the preference for premium gift sets is becoming prominent. Due to the untact Chuseok caused by COVID-19 and the temporary increase of the gift limit for agricultural, livestock, and seafood products to 200,000 KRW, we expect the popularity of high-priced gift sets to continue during the main sales period.”
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