[Asia Economy Reporter Lim Chun-han] The distribution industry is enjoying a rare "new semester boom." This is because remote classes due to COVID-19 have recently ended, and kindergartens, elementary, middle, and high schools nationwide have resumed normal attendance. Department stores have seen an increase in sales of new semester supplies, and convenience store sales are also rising again, especially around schools and academies.
According to GS25 on the 6th, an analysis of sales at stores in school and academy districts from the first day of attendance, March 2nd to 3rd, showed that compared to the same days of the previous week, sales of pizza and hot dogs increased by 281%, premium bread by 254.3%, stationery by 195.9%, triangular kimbap by 139.1%, and candy and jelly by 76%. Additionally, Cafe25's coffee sales surged more than double (115.5%). A GS25 official explained, "It appears that parents visiting near schools to support their children's attendance purchased coffee."
At CU, stationery sales increased by 558.1%, rice balls by 228.1%, noodles by 175%, and hamburgers by 161.4%, showing significant growth in ready-to-eat meals and snacks. Seven Eleven also saw large sales increases with transportation card services up 216.4%, stationery and fancy goods up 163.6%, and kimbap up 73.9%. At Emart24, sales of sandwiches rose 114%, transportation card services 105%, rice balls 92%, and kimbap 84%.
Along with the normalization of commuting and school attendance, differentiated marketing has also emerged. Emart24 is conducting the "Nationwide Hearty Morning Project," offering discounted breakfast items. Currently, two types of sandwiches (choose one), hot Americano coffee, and Cheongsong High Clean apples with hot Americano are being sold at up to 38% off. An Emart24 official said, "By encouraging customers to visit Emart24 every day on their way to work or school, we expect to create a lock-in effect that continuously engages customers with our products and services."
Department stores have also shown remarkable growth in new semester product sales. At Lotte Department Store, sales of bags, clothing, and other items increased by 511% compared to the same period last year from the 26th of last month to the 3rd. At six Lotte suburban outlets, including Paju and Icheon Premium Outlets, related sales surged by 1092% year-on-year. Shinsegae Department Store reported that as of the third week of last month, sales of new semester children's products increased by 65.9% compared to the same period last year.
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