"This Year, I Will Definitely Achieve It"... Sales of New Year's 'Resolution Products' Increased

Popularity of Diet and Exercise Products on e-Shopping Malls
Increased Demand for Outdoor Activity Products Compared to Last Year

Sales of ‘New Year’s resolution’ products have increased in e-commerce. Consumers are focusing on products that help with plans made at the start of the year, such as diet, exercise, self-development, and foreign language study content. While sales of these products typically rise every year at the end and beginning of the year, this year, especially in the second year of the endemic (periodic outbreak of infectious diseases), demand for products that allow for health management outdoors has increased.

On the 5th, Wemakeprice announced that sales of hiking and outdoor products increased by 77.7% over the one-month period from December 1 of last year to January 1 of this year compared to the same period last year. Looking at detailed product categories, sales of outdoor shoes and clothing increased by 78.3% and 87.0%, respectively. Sales of sports sneakers for outdoor activities other than hiking also rose by 55.3% during the same period. Sales of women’s sportswear increased by 50.7%. A Wemakeprice official explained, "Sales of New Year’s resolution products such as exercise equipment increase around this time every year, but this year, interest in outdoor activities seems to be particularly high."

A consumer is purchasing hiking gear on the Wemakeprice mobile app.

That does not mean interest in indoor exercise equipment is any less. Every year, the number of consumers looking for home training products on e-commerce platforms increases during the period when New Year’s plans are made. At Today’s House, the number of buyers of home training-related products increased by 80% from December 2022 to January of last year compared to the previous two months. Product sales volume also rose by 33%. During this year-end and New Year period, the number of buyers of home training-related products increased by 12% compared to the previous month.

At TMON, sales of health cycles increased by 79% last month compared to the previous month. Massage balls sold 43% more during the same period. At Interpark Shopping, comparing the transaction amount of home training products from November 13 to last month’s 12th with three months prior, it was found to have increased by 46%. By detailed item, rowing machines showed the highest growth rate with a 117% increase. Treadmills and walking machines increased by 102%, dumbbells, barbells, and power balls by 101%. Yoga and Pilates products grew by 93%, yoga mats and gym balls by 78%, and push-up bars, grip strengtheners, and pedometers by 65%. An industry official said, "Indoor exercise equipment sales may have decreased somewhat compared to last year during the pandemic, but compared to other periods, sales are increasing with the New Year."

Not only exercise but also sales of products for popular New Year’s plans such as studying English increase significantly during this period. At TMON, sales of English online education products increased by 55% last month compared to the previous month. Computer-related books also sold 107% more during the same period. It is explained that many consumers set goals such as obtaining certifications as New Year’s plans and look for related books. Sales of diaries, where people can write down their resolutions, also increased. At Lotte ON, sales of diaries, planners, and calendars from the 18th to the 24th of last month increased more than threefold compared to the previous month.

Each e-commerce company is busily working to capture the sharply increased demand for ‘New Year’s resolutions.’ An industry official said, "To help customers maintain their resolutions throughout the year, each company is carefully selecting various products and preparing special exhibitions," adding, "We will focus on providing differentiated experiences through various services closely related to customers’ lifestyles."