The Return of Christmas... Increase in 'Early Bird' Shoppers Buying Toys

SSG.com, 43% Sales Share in Weeks 1 and 2
Toy Sales Soar Since Early This Month
Retail Industry Early Starts Toy Events

[Asia Economy Reporter Lim Chun-han] Office worker Jo recently bought a Pororo toy that his nephew wanted the most. He almost missed buying a gift as Children's Day approached this year. Jo said, "As soon as December started, I asked my sister what would be good to buy," adding, "This time, I prepared in advance, so I feel at ease."

Recently, the number of 'early bird shoppers' who prepare Christmas gifts for their children and nephews well in advance has significantly increased. During the year-end season, there is often a lack of time, and popular toys are difficult to obtain unless secured early.

According to Emart on the 12th, 25.2% of Christmas toy sales in December last year occurred in the first and second weeks. At that time, there were no separate toy promotions, but many customers purchased toys before the events. At Homeplus, toy sales from December 1 to 16 last year accounted for 33%. Similar trends appeared in e-commerce. At SSG.com, toy sales in the first and second weeks accounted for 43%, and at 11st, 38%.

This year, toy sales have been rapidly increasing since the beginning of this month. At Emart, toy sales from the 1st to the 8th increased by 12.4% compared to the previous month. During the same period, Lotte Mart saw a 25% increase, SSG.com 10%, Lotte ON tripled, and Gmarket increased by 40%.

Every year, the year-end season is a peak period for toy sales. At Emart, toy sales in December last year accounted for 15.8% of the total annual sales. During the same period, Lotte Mart and Homeplus each recorded 15%. At SSG.com, it was 23%, Lotte ON 20%, Gmarket 13%, and 11st 18%, showing slightly higher figures.

Models are showcasing Christmas Toy Festival event products at Homeplus Mega Food Market Gangseo branch in Seoul. (Photo by Homeplus)

Currently, the distribution industry has advanced the toy event period and entered the Christmas event season. Emart is holding a 'Christmas Toy Festival' offering up to 50% discounts on popular character toys, block toys, and Playmobil until the 25th of this month. Lotte Mart will hold the 'Toys "R" Us Merry Christmas' event on the 25th, offering up to 60% discounts on block toys, popular character toys, ride-on toys, and party decorations. Homeplus is also conducting a 'Christmas Toy Festival' until the 28th, offering over 1,500 types of toys at discounts up to 80%.

A distribution industry official said, "Due to limited time and the difficulty of purchasing popular toy products as Christmas approaches, more customers are buying early, so we have advanced the event period to increase customer convenience," adding, "Despite high inflation, we have planned abundant discount events so that customers can purchase gifts at reasonable prices, and we hope many customers visit and have a warm year-end."