Bought in bulk during sale... Price difference is just 'a little' [Heotdari Economy]

(42) The Trap of Family Sales

Editor's NoteMany people thought these were smart economic activities that could yield better results, but it often turned out to be a misstep. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, they end up being the ones who suffer. We aim to examine economic activities where people have made mistakes by misjudging everyday situations.

Companies conducting 'Family Sales' prominently advertise discounts of 50-80%, 1+1 deals, and use phrases like 'only a few left' or 'event ending soon' to stimulate consumer sentiment. However, many places show little price difference compared to when the family sale is not held, or continue similar discounts under different promotion names, so caution is required.

Ba Eun-su (35) recently purchased a lifting peptide cream (65mL), originally priced at 26,000 KRW, for 9,900 KRW through the Dongkook Pharmaceutical family sale link. However, after the family sale ended, she checked the official online store and found the same product being sold as a set of two for 19,900 KRW. Ba said, "I thought the company was offering a massive discount with the family sale claiming 50-85% off, but after calculating, the price difference was not significant."

Bought at event price, but 'same price' even after several days

Photo by Dongkook Pharmaceutical website capture

The revitalizing collagen essence 30mL (original price 23,000 KRW) sold for 9,900 KRW during Dongkook Pharmaceutical’s family sale was still being sold at 11,900 KRW after the event, a 48% discount. When purchasing two, a 54% discount price of 21,000 KRW was applied, making it difficult for customers who bought in bulk during the family sale to feel a special discount. The First Probiotics (30 packets), originally priced at 36,000 KRW, was sold for 9,900 KRW during the family sale and still carried the same 9,900 KRW price tag after the sale ended. The label changed from '99 Special Price' during the family sale to 'Happy Dongkook Day' instead.

Thought it was cheap and bought in bulk, but only a 'few hundred won' difference

Photo by Vans, Naver Page

There are numerous online and offline shopping malls selling products at prices even lower than the family sale. Last month, Vans held a family sale offering 20-50% discounts on sneakers, along with 50% discounts for the first 500 customers daily and 20% discount coupons for new members. For example, the Style 36 Red, originally priced at 85,000 KRW, could be purchased for 47,600 KRW after applying the 30% event discount and an additional 20% discount for new members. However, the same product was being sold for 33,000 KRW to 39,000 KRW at ABC Mart’s online and offline stores and other online shopping malls.

Photo by Titad homepage

Shampoo and toothpaste seller Titard also held a family sale last month, selling three large bottles (700mL) of Bergamot Scalp Deep Cleansing Shampoo, originally priced at 51,000 KRW, for 81,090 KRW. However, after the sale ended, the product was being sold as a set of two 700mL bottles plus a 400mL free gift for 76,500 KRW. If you apply the 20% secret coupon given for purchases over 30,000 KRW, the total price comes down to 61,200 KRW. During the family sale, the price was 387 KRW per 10mL, but after the event, the price dropped to 340 KRW per 10mL, making it even cheaper.

Providing misleading phrases or price information that deceives consumers constitutes false or exaggerated advertising. Professor Lee Young-ae of the Consumer Studies Department at Incheon National University explained, "Even if there is no intent to deceive, if the information influencing consumer choice is incomplete or insufficient and may cause consumer misunderstanding, it is considered exaggerated advertising. This includes cases where promotions are conducted under different names while claiming to have event distinctiveness."