Analysis of KB Kookmin Card
Sales in delivery, coffee, and movie industries have been found to increase more than usual during the Lunar New Year holiday. On the 10th, KB Kookmin Card's Data Business Group compared sales during the 2022-2023 Lunar New Year holiday period with the average sales of the week before and after the holiday to observe consumption trends during the holiday.
During last year's Lunar New Year holiday, the daily average sales increased by 10% in the coffee industry, 6% in the delivery industry, and 130% in the movie industry compared to the daily average sales of the week before and after the holiday.
Looking at daily sales during the holiday, on Lunar New Year's Day, movie industry sales increased by 143%, coffee industry sales by 9%, but delivery industry sales decreased by 14%. This is interpreted as many people eating food made with their families on the holiday. However, the day after Lunar New Year's Day, delivery sales increased by 14% compared to usual, and two days later, by 24%.
By age group, coffee and movie sales increased evenly across generations, but the coffee sales growth rate was highest among those in their 30s at 16%, movie sales growth rate was highest among those in their 50s at 220%, and delivery industry sales growth rate was highest among those in their 30s at 10%.
The increase in delivery sales during the holiday period began after COVID-19. From 2019 to 2021, delivery industry sales during the Lunar New Year holiday decreased by around 10% compared to the week before and after. However, during the 2022 Lunar New Year holiday, sales showed an increase of 0-3% compared to the week before and after, and last year's Lunar New Year holiday saw an increase trend of 2-10%.
A KB Kookmin Card official said, "Coffee and delivery industries increased more during the post-COVID period of 2022-2023, showing how COVID-19 has changed the Lunar New Year holiday landscape."
The VIPs of the delivery industry during the Lunar New Year season are the 'Honsuljok,' those who spend the holiday alone. Delivery app Yogiyo announced on the 9th that the 'single-person order' category increased by an average of 40% annually from 2021 to 2023 based on Lunar New Year order data. Yogiyo analyzed that this is because the increase in single-person households and the three-year-long impact of COVID-19 have made spending the holiday alone one of the new holiday cultures. In fact, according to a survey by a research institute related to this year's Lunar New Year holiday, 46% of people in their 20s said they plan to spend the holiday alone.
Lee Se-jeong, Data Director at Yogiyo, said, "The 'Honsuljok' culture, which has become a new holiday trend, seems to be reflected in the delivery industry as well," adding, "We will continue to strive to provide various ordering experiences for consumers who want to easily enjoy holiday food through delivery even when alone."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
