Market Kurly "No.1 Reserved Delivery Product, 195,000 Won Meat Product"

Popular Lunar New Year Gift Pre-Order Delivery on February 4 or 8... Popular Product Category Meat
"Meat Products Priced at 195,000 KRW Rank 1 Due to Increased Gift Limit Under the Improper Solicitation Act"

[Asia Economy Reporter Yuri Kim] Market Kurly announced on the 28th that the most selected delivery dates for Lunar New Year gift set reservations were February 4th and February 8th. It is analyzed that these dates were chosen to respond to variables such as heavy snowfall, with February 4th being one week before the holiday and February 8th being two days before the holiday. The analysis covers a period of 25 days from December 31st last year to January 24th.

Market Kurly is holding a special Lunar New Year gift promotion offering up to 60% discounts on gift sets until February 10th, 2021. They provide a "Saetbyeol" delivery service that allows customers to receive orders the next day, as well as a reservation delivery service that lets customers specify a desired delivery date between February 4th and 8th.

The proportion of customers wanting to receive their gifts on February 4th, one week before the holiday, and February 8th, two days before Lunar New Year, were both the highest at 32%. Before the COVID-19 outbreak, during last year's Lunar New Year, many people preferred to receive gifts on January 22nd, two days before the holiday, to spend time with family. During the first holiday after the COVID-19 outbreak, Chuseok 2020, it became difficult to meet family in person, so the highest proportion, 37%, sent gifts early on September 23rd, one week before the holiday. This year’s Lunar New Year showed a split between customers who wanted to receive gifts on February 8th to feel the holiday atmosphere and those who preferred to send gifts early on February 4th to prepare for various variables.

Meanwhile, the most popular category among Lunar New Year gift reservation delivery products was meat, accounting for 45% of all reserved products. Meat was also the top category for reservation delivery products last year, but its share increased by 18%. Notably, the best-selling meat product last year was an affordable item priced at 99,000 KRW, but with the gift limit raised to 200,000 KRW under the Anti-Graft Act, the 'Samihun Seasoned King Ribs Set (reservation delivery)' priced at 195,000 KRW took first place in sales this year.

The next most popular product category was fruit, accounting for 11%, but the share of fruit in reservation delivery products decreased by 14% compared to last Lunar New Year. Market Kurly analyzed that this decline was due to increasing the proportion of fruit orders delivered via Saetbyeol next-day delivery, which offers fresher and cheaper fruit as prices tend to drop closer to the holiday.

Among Saetbyeol next-day delivery Lunar New Year gifts, which can be delivered by the first day of the holiday on the 11th, the health food category ranked first, accounting for 63% of all product categories. The top product in the health food category was Janginjeongsin Everyday’s 'Probiotic Lab 1 Billion Probiotics.' Market Kurly explained that this product was popular because immunity became important due to COVID-19, and it was affordable at under 30,000 KRW. It is currently available at a 50% discount for around 10,000 KRW. Among the top 10 best-selling Saetbyeol delivery gift sets, nine were health foods such as red ginseng, Manuka spray, vitamins, and krill oil. The average price of gifts in the top 10 Saetbyeol delivery Lunar New Year gift sets was 25,970 KRW.