Increase in Sales of 'Home Party' Products Amid '9 PM Curfew' Due to COVID-19

Increase in People Trying to Feel Year-End Atmosphere at Home Amid COVID-19 Spread
Wine, Home Tending Kits, Tableware... Distribution Industry Launches Related Marketing

[Asia Economy Reporter Lim Hye-seon] As Seoul City has effectively imposed a '9 PM curfew' to curb the spread of the novel coronavirus infection (COVID-19), demand is increasing for products that allow people to enjoy the year-end atmosphere at home. In response, the distribution industry is rolling out related marketing campaigns one after another.

According to the distribution industry on the 5th, GS25 sold all 500 sets of the Campari Home Tending Kit, launched on the 27th of last month through its liquor smart order system Wine25 Plus, on the first day of release. The Campari Home Tending Kit (hereafter Home Tending Kit) is a product consisting of four types of cocktail liquors, including the famous Italian liqueur Campari, and six types of home tending (making cocktails at home) tools.

GS25 interprets that despite the relatively high price of 145,000 KRW, the Home Tending Kit quickly attracted demand from home drinking enthusiasts because it includes premium home tending tools such as mixing glasses, jiggers, and strainers, which are hard to find in the market. Since GS25 launched Wine25 Plus in July, its specialized cocktail liquor sales have surged by 142% compared to the same period last year over the past five months. GS25 secured an additional 200 sets of the same product and will sell them on a first-come, first-served basis through Wine25 Plus starting at 3 PM on the 3rd. Additionally, GS25 is selling 24 limited bottles of Henkel Double Magnum (3 liters) through Wine25 Plus and is conducting a year-end home party promotion offering up to 52% discounts on 10 types of magnum wines, including 1865 Magnum and Diablo Magnum. Various home party products are also available. GS25 is offering a limited reservation sale of 3,000 units of two types of premium whole cakes, Lucicato Whole Cake, priced at 29,000 KRW, for year-end home parties through The Pop mobile app until the 14th. Furthermore, a set of nine 'Space Macarons' (34,000 KRW), created in collaboration with the famous color cosmetics brand Moonshot, themed around a radiant universe, is available for limited reservation sale of 1,000 units until the 12th.

CU also sold out all 3,000 units of its 'Home Party Folding Box,' which contains about 10 popular products, on the first day of sales. This box includes CU's signature purple and green folding box along with products such as Gom Pyo popcorn, nachos, tonic water, energy drinks, and juices.

At Lotte Department Store, sales of imported tableware have increased by 21% compared to the same period last year over the past three months. Demand for imported tableware continues to rise as the 'stay-at-home' lifestyle prolongs and home parties and home camping gain popularity. Accordingly, Lotte Department Store is holding a 'Christmas Market' selling imported tableware and home decor products at its main store until the 20th. During the event, Villeroy & Boch tableware is offered at a 40% discount. The Toy Delight plates (2 pieces) are priced at 82,000 KRW, and Santa mugs (2 pieces) at 52,000 KRW. Additionally, for the first time in Korea, the Toy Delight Bul, which assembles seven bowls and plates into one piece that can be used as a decoration when not in use, is sold at 561,000 KRW.

The French home fashion brand Sia offers a variety of products to decorate spaces, from completed Christmas trees to table wreaths for table settings. Representative products include a mini tree (39,000 KRW) and doll candlesticks (18,000 KRW).

Meanwhile, starting from this day, Seoul City has decided to extend restrictions on operating hours for general management facilities after 9 PM. General management facilities such as cinemas, PC rooms, arcades, reading rooms, study cafes, amusement parks, beauty salons, marts, and department stores must close after 9 PM. To allow citizens to purchase daily necessities, small convenience stores under 300㎡ and takeout and delivery services from restaurants are permitted.