Parents' Day Gifts... "Money Bouquets" Over Flowers

Carnation Sales Drop by 32%
Cash Allowance Becomes the Most Popular Parents' Day Gift

"These days, carnations have become a burden. I don't bother to stock many of them on purpose."

On the 7th, a day before Parents' Day, a stall at Jongno Flower Market in Seoul displayed potted carnations, but there were few visitors. Photo by Byun Seonjin

Kim Yongcheol (69), a vendor at Jongno Flower Market in Seoul whom we met on the 7th, a day before Parents' Day, said that carnations are not selling well. About ten years ago, even if he prepared plenty of carnations, they would sell out, but the situation has changed recently. Kim said, "Perhaps because the Parents' Day period has become a long holiday and more people are traveling abroad, business seems especially bad this year."

The situation was similar at other shops within Jongno Flower Market. There were even quite a few places that did not carry carnations at all. Kim Jeongja (70), a vendor who has been selling flowers for over ten years, said, "I didn't sell any carnations at all today," and added, "Even if I sell a single bunch of carnations for 10,000 won, the profit is only about 2,000 won, but since they're not selling, I think I will have to remove carnations from my stall starting next year."

While carnations, once the "symbol of Parents' Day," have lost their popularity, gifts made by wrapping cash have become hugely popular. According to the Korea Agro-Fisheries & Food Trade Corporation (aT) Flower Business Center on May 8, sales of potted carnations from April 28 to May 3 reached only 79,477 pots, a 32.8% decrease compared to the same period last year (118,373 pots). During this period, cut carnations ranked fourth in sales after roses, gerberas, and chrysanthemums. Since 2020, when cut carnations lost the top spot to roses for the first time, their sales have continued to decline.

The popularity of "cash gifts" is at an all-time high. According to a survey conducted by Lotte Members on April 30 of 2,000 men and women nationwide in their 20s to 60s, both parents (70.8%) and children (83.9%) chose "cash allowance" as the most preferred Parents' Day gift. The parent generation also welcomes cash gifts. Kim Moonsik (74) said, "At my age, when I'm worried about the cost of medicine and hospital bills, cash is the most practical gift." Im Miryeong (64), whose child recently got married, also said, "It doesn't matter if it's flowers or anything else, as long as there's sincerity and thought," but added, "Since prices have gone up so much these days, it's better to give at least a few tens of thousands of won in cash if possible."

Creatively packaged cash gifts are becoming the new "must-have item." On Instagram, YouTube, and other platforms, people are sharing reviews about buying DIY kits to make cash gifts for their parents. There is a wide variety, from money bouquets and cakes to cash albums, books, and even money that bursts out like confetti. Yoon Seonghui (33), an office worker, said, "A few days ago, I went down to my hometown of Andong in North Gyeongsang Province and gave my parents a box of coffee mix containing 1 million won," and added, "It definitely seemed to move my parents more than just handing them an envelope or transferring money to their account."

No Jincheol, a sociology professor at Kyungpook National University, pointed out, "Carnations as a symbol of filial piety were introduced from the West and have nothing to do with Korea's traditional culture of filial piety," and added, "Unlike carnations, cash is a gift that allows parents to choose what they want themselves, so the essence of gift-giving is shifting from formality to practical satisfaction."