Shinsegae "SSG Day in its 5th Edition, Sales Target 1.9 Trillion KRW This Year"

5-Year Cumulative Sales of 3.86 Trillion KRW
This Year's Sales Target 1.9 Trillion KRW... Half of Cumulative Sales
Longest Event Period Ever... Includes 2 Weekends

Shinsegae has set this year's sales target for its group-wide integrated event, 'SSG Day,' at 1.9 trillion KRW. Marking its fifth edition this year, SSG Day has recorded cumulative sales of 3.86 trillion KRW so far, with this year's target accounting for about half of the total accumulated sales.

According to Shinsegae Group on the 24th, SSG Day was launched in 2019 as an integrated event that combined previously separate events held by individual affiliates, expanding both scale and benefits. Traditionally, the period from late October to November, after the Chuseok holiday and before the year-end and New Year, was considered an off-season for the retail industry. However, Shinsegae explained that since the introduction of SSG Day, other retailers have also started holding discount events around the same time.

Customers visiting Emart during the 2023 Shinsegae Group integrated event, SSG Day.
[Photo by Shinsegae]

The first SSG Day was held as a one-day event. On October 28, SSG.com kicked off a pre-event, and on November 2, 18 group affiliates including department stores and E-Mart held the event for one day, generating total sales of 500 billion KRW. On that day, E-Mart welcomed 1.56 million customers, a 38% increase compared to the previous year, with sales growth reaching 71%.

In addition, most affiliates recorded year-on-year sales growth rates exceeding 100%, including ▲SSG.com 163%, ▲Shinsegae Live Shopping 360%, ▲Shinsegae L&B 201%, ▲Shinsegae Duty Free 177%, ▲Shinsegae Property (Starfield) 133%, and ▲Shinsegae International 103%.

In 2020 and 2021, despite facing the COVID-19 pandemic crisis, the event strengthened its online presence and extended the offline event period to two days to disperse customers. SSG Day sales reached 700 billion KRW in 2020 and 960 billion KRW in 2021, maintaining a growth trend. However, in 2022, the SSG Day event was canceled due to the aftermath of the Itaewon tragedy.

Last year, thanks to the strengthening of offline events and benefits following the endemic phase of the pandemic and the participation of Gmarket in SSG Day, the event attracted 32 million purchasing customers and achieved sales of 1.7 trillion KRW.

SSG Day has expanded its scale every year, recording total sales of 3.86 trillion KRW to date.

In celebration of the 2023 Shinsegae Group integrated event, SSG Day, a prize giveaway event is currently underway at Starfield COEX Mall to commemorate the opening.
[Photo by Shinsegae]

The strong performance of SSG Day is attributed to the synergy among Shinsegae Group affiliates. At Starfield COEX, SSG.com sold Chosun Hotel accommodation vouchers at special prices through live broadcasts, and W Concept opened a pop-up store at Yeoju Premium Outlets. SSG.com collaborated with Starbucks to give away 100,000 'Starbucks RB Bags' (insulated bags) on a first-come, first-served basis.

Enhancing customer experience elements and encouraging customer participation also contributed to the event's success. At the 'SSG Pop-up Store' opened by E-Mart 24 in Samcheong-dong, customer participation events such as photo zones, quizzes, and lucky draws were held, while Shinsegae Property attracted customers with various pop-up stores at Starfield, including character shows, mobility shows, and Christmas shows.

Discounts on essential daily products also played a role in attracting customers. SSG Day held events on products most needed by customers, ranging from food items like Korean beef and eggs at ultra-low prices led by E-Mart, to daily necessities such as diapers and toothbrushes with buy-one-get-one-free offers.

Shinsegae Group will hold SSG Day for ten days from November 1 to 10 this year. The sales target for this year is 1.9 trillion KRW, close to half of the total sales of all previous SSG Day events.

The event period has been extended by three days compared to last year, reflecting customer feedback that it is difficult to enjoy all events held across various channels in a short period. This year's SSG Day includes two weekends. The first weekend, from the 1st to the 3rd, will focus on E-Mart, while the second weekend, from the 8th to the 10th, will feature special sales mainly at department stores. During the event period, e-commerce sectors such as SSG.com and Gmarket, as well as offline sectors including Starbucks, Shinsegae Casa, and Chosun Hotel, will also hold events.

A Shinsegae Group official said, "Shinsegae Group, which has led the history of retail in Korea, provides customers with real benefits and enjoyment in all online and offline spaces through SSG Day," adding, "We will continue to mobilize the full capabilities of our group companies to present an SSG Day that meets and exceeds customer expectations, ensuring it truly deserves the title of Korea's representative shopping festival."