CJ Gift Set Priced at 9,900 Won Sells Like Hotcakes... Value for Money Melts Consumer Sentiment

Analysis of Pre-Order Sales for Lunar New Year Gift Sets at Major Supermarkets
Apple Sets with Lower Prices See 58.5% Increase

Large supermarkets recorded growth in pre-orders for Lunar New Year gift sets this year. Despite adverse factors such as domestic demand stagnation and political instability, they increased sales by expanding products focused on cost-effectiveness (performance relative to price) and practicality.

According to the related industry on the 16th, Emart received pre-orders for Lunar New Year gift sets for a total of 28 days from December 13 last year to the 9th of this month, resulting in cumulative sales growth of 5.3% compared to the same period last year.

Emart Lunar New Year Gift Set Pre-Order. Provided by Emart

The company analyzed that focusing on practical and useful items priced under 50,000 won was effective in boosting weakened consumer sentiment. In fact, sales of gift sets priced under 50,000 won increased by 4.8% compared to the same period last year, and sales in the 30,000 won range grew by 10.5%.

Specifically, sales of domestic fruit sets with lowered price ranges rose by 16.6% compared to the same period last year. Among these, apples of medium to large size, suitable for the holiday, saw a 10% price reduction compared to last Lunar New Year due to good harvest conditions, and the quantity was increased by 15-20%, resulting in a 58.5% sales increase.

The popular Hanwoo (Korean beef) gift sets for the holiday mostly maintained prices compared to last year’s Lunar New Year, with the 'Hanwoo Mixed' set, which includes various cuts such as ribs, bulgogi, and soup meat, seeing a 29.2% increase in sales. Additionally, imported meat gift sets priced between 50,000 and 100,000 won also saw sales rise by 40.3%, emphasizing cost-effectiveness.

In the fresh processed food sector, sales of seasoned seaweed and anchovy gift sets increased by 44.9% and 19.4%, respectively, while in the seafood sector, sales of abalone sets, priced 10% lower than last year, grew by more than 200%. In the alcoholic beverages sector, wine gift sets priced between 20,000 and 30,000 won gained popularity, with related sales increasing by 22.96%.

Emart’s pre-order share of holiday gift set sales has been increasing every year. The pre-order share was 44.8% in 2022, rising to 46.4% the following year, and 48.1% last year. An Emart official explained, "Pre-orders make it easier to predict demand for each product and prepare inventory. We are expanding discount benefits for consumers and diversifying the items available, which has increased interest in pre-orders."

Homeplus, Lunar New Year Gift Set Pre-Order. Photo by Homeplus

Lotte Mart also saw pre-order sales for Lunar New Year gift sets from the 12th of last month to the 14th of this month grow by about 5% compared to the same period last year. By item, sales of cost-effective nut and dried seafood gift sets rose by about 20% and 35%, respectively, leading the rebound. In particular, the 'CJ Bibigo Native Seaweed No. 5,' priced at 9,900 won each, sold approximately 120,000 units cumulatively during the pre-order period, ranking first in sales in the dried seafood category. A Lotte Mart official said, "We received much love from corporate and individual customers by emphasizing ultra cost-effectiveness."

Additionally, Homeplus reported that pre-order sales for Lunar New Year gift sets from the 12th of last month to the 10th of this month increased by more than 20% compared to the same period last year. By item, alcohol sales grew by 46%, confectionery and tea by 48%, seafood by 24%, dried foods by 21%, and fruit by 13%. A Homeplus official explained, "We expanded the number of mid- to low-priced gift sets in the 20,000 to 60,000 won range by about 10% compared to last year, and increased mid- to high-priced product groups in the 60,000 to 90,000 won range and those over 100,000 won by 24% and 27%, respectively. As a result of expanding consumers’ choices, pre-order sales increased significantly."