Lotte Members Lime, Chuseok Gift Plan Survey
Gift Certificates and Fruit Gift Sets Tie for 1st Place
Payment Amount for Gift Certificates in Distribution Channels Increases 1.4 Times
Younger Generations Prefer Mobile Gift Certificates
The top gift sets planned for purchase this Chuseok are gift certificates and fruit.
According to a survey conducted by Lotte Members from the 25th to the 30th of last month targeting 2,000 adult men and women about their Chuseok gift purchasing plans, rising prices have broadly influenced the amount spent on gifts (68.5%), the types of items (54.0%), the quantity (50.4%), and the recipients (44.0%) this holiday season (sampling error ±2.19 percentage points at a 95% confidence level).
The most planned gifts for this Chuseok (multiple responses allowed) were gift certificates (37.7%) and fruit gift sets (37.7%), tying for first place. By age group, those in their 40s and 50s and older preferred fruit gift sets (42.3%, 39.8%) over gift certificates (35.7%, 33.8%), whereas respondents in their 20s and 30s showed a higher preference for gift certificates (41.0%, 40.0%) over fruit gift sets (32.5%, 35.0%).
Following these were health functional food gift sets (33.0%), meat gift sets (31.6%), processed food gift sets (23.2%), alcoholic beverage gift sets (16.6%), traditional food gift sets (16.2%), daily necessities gift sets (16.2%), coffee and bakery gift sets (12.8%), seafood gift sets (12.6%), dried food gift sets (11.9%), and hygiene product gift sets (6.7%) in order of popularity.
Respondents in their 20s showed more multiple responses compared to other age groups, indicating they consider a wider variety of items for Chuseok gifts. Their response rates were higher than other age groups for gift certificates as well as health functional foods, processed foods, alcoholic beverages, daily necessities, traditional foods, coffee and bakery, dried foods, and hygiene product gift sets.
Compared to last year's Chuseok survey results, the item with the largest increase in purchase intention was gift certificates (+3.4%). Analysis of Lotte Members' transaction data confirmed that the amount paid with gift certificates at Lotte distribution channels increased by about 1.4 times from 2020 to 2022, showing a growing scale of gift certificate transactions year by year.
Other gift sets with increased purchase intentions compared to last Chuseok included alcoholic beverages (+3.2 percentage points), fruit (+3.1 percentage points), health functional foods (+2.1 percentage points), meat (+2.8 percentage points), and processed foods (+1.9 percentage points).
When asked about the types of gift certificates to be purchased this Chuseok (multiple responses allowed), paper certificates still had the highest response rate at 69.6%, but mobile gift certificates also had a high response rate of 57.0%. Younger generations showed a preference for mobile gift certificates (20s 67.1%, 30s 56.7%, 40s 54.7%, 50s and older 48.9%). Gift exchange coupons such as Gifticons had a response rate of 35.6%.
Regarding the price range of gift sets to be purchased this Chuseok (multiple responses allowed), '50,000 KRW to less than 100,000 KRW (31.0%)' was the most common response, followed by '30,000 KRW to less than 50,000 KRW (25.0%)', '100,000 KRW to less than 200,000 KRW (22.6%)', '10,000 KRW to less than 30,000 KRW (10.0%)', and '200,000 KRW to less than 300,000 KRW (7.7%)'.
The response rate for the high-price range of 300,000 KRW or more, which is the upper limit for agricultural, livestock, and fishery products under the Improper Solicitation and Graft Act (Kim Young-ran Act), was low at around 1%. Conversely, the low-price range under 10,000 KRW had only 0.4% of respondents.
When considering factors other than price for purchasing Chuseok gift sets, the most important were practicality (39.6%), reliability and safety (22.1%), luxury (11.8%), variety of composition (9.8%), packaging and wrapping (8.6%), and eco-friendliness (8.1%). Notably, those aged 50 and older valued practicality more, those in their 40s prioritized reliability and safety, those in their 30s emphasized luxury, and those in their 20s placed greater importance on eco-friendliness and packaging compared to other age groups.
For Chuseok gift recipients (multiple responses allowed), 'parents of oneself and spouse (50.3%)' was the most frequently chosen. Other popular recipients included relatives (23.4%), friends and acquaintances (22.0%), business partners and clients (17.5%), coworkers (16.7%), parents of a partner or fianc? (11.6%), opposite-sex friends or partners (7.5%), and children or grandchildren (5.6%).
Meanwhile, Lotte Members regularly conducts surveys to provide data-driven insights to its partners and publishes periodicals reflecting short- and long-term trends such as 'Now, We' monthly, 'These Days, We' quarterly, and 'Tomorrow, We' annually.
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