Consumer Sentiment Warms Up Early in the Year... Advance Reservations for Lunar New Year Gift Sets Double

Department Stores and Large Discount Stores See Significant Sales Growth Year-on-Year
Diverse Range of Choices from Premium to Value-for-Money Products
Enhanced Benefits Drive Growing Demand from 'Early Bird' Shoppers

Advance reservation sales of Lunar New Year gift sets, a key indicator of consumer sentiment in the new year, have surged significantly compared to last year in the retail sector. Department stores saw sales growth of up to 70% year-on-year, while large discount stores nearly doubled their figures. Industry experts attribute this to the holiday falling about three weeks later than last year, as well as to the expanded range of customer options, from premium to value-for-money product lines.

According to industry sources on January 29, Lotte Department Store recorded a 70% increase in cumulative sales during the 17-day advance reservation period for 2026 Lunar New Year gift sets, held from January 9 to 25, compared to the same period last year. A representative from Lotte Department Store explained, "By diversifying product offerings, including ultra-premium and practical small packages, and responding appropriately to polarized customer demand, advance reservation sales have increased significantly."

In the livestock category, 'Lepicerie Royal Hanwoo Steak' performed well, while in fresh produce, the best-selling holiday set 'Lepicerie Apple·Pear·Shine' saw strong demand. In seafood, 'Lepicerie Gopchang Dried Laver' was popular. Lotte Department Store's premium food section, 'Lepicerie,' received positive responses. In the alcoholic beverages sector, the 'Johnnie Walker Blue Horse Edition' sold out its initial stock, and wellness products such as Gausscento Balsamic Vinegar and Olive Oil also contributed to sales growth.

Shinsegae Department Store, which is running its event until today, reported a 35% increase in advance reservation sales for Lunar New Year gift sets from January 9 to 26 compared to the same period last year. By major category, agricultural products rose by 42.4%, livestock gift sets by 54.2%, and seafood gift sets by 46.5%. Specifically, Shinsegae's premium Hanwoo gourmet sets priced between 250,000 and 400,000 won, as well as hairtail and tilefish sets in the 200,000 to 300,000 won range, received positive responses. In the fresh produce segment, apple and pear mixed sets in the 100,000 won range, a steady seller, were especially popular.

During the same period, Hyundai Department Store also saw a 32.3% increase in advance reservation sales compared to last year. By category, meat sales rose by 40.2%, seafood by 49.5%, and the premium traditional food brand 'Myungin Myungchon' by 47.2%. Inquiries about the highest-priced Hanwoo set, 'Hyundai Luxury Hanwoo Number Nine' at 2.5 million won, and the 'Hyundai Luxury Chamgulbi 10 Fish Mae Set (over 35cm)' at 3.5 million won, more than doubled year-on-year. Sales of Myungin Myungchon products such as 10-year-aged soy sauce, brown rice vinegar, and plum syrup also more than doubled compared to last year.

Large discount stores boosted sales by focusing on value-for-money product lines. Emart saw sales of Hanwoo chilled beef sets priced around 100,000 won rise by 132.7%, dried yellow corvina gift sets by 286.9%, and domestic citrus fruit sets by 361.8%, leading to a 96.5% increase in total advance reservation sales for Lunar New Year gifts from December 26 to January 25 compared to the same period last year.

Lotte Mart also recorded an 87% increase in advance reservation sales for Lunar New Year gift sets from December 26 to January 23 compared to the previous year. In response to ongoing high inflation, more than half of its 800 advance reservation gift sets were priced under 50,000 won this year, and sales of these products jumped by 93% year-on-year, driving the overall rebound.

An industry insider commented, "This year, as advance reservations for Lunar New Year gift sets began after New Year's Day, consumers are feeling the new year atmosphere and their desire to prepare for the holiday has become more pronounced. There is a growing trend of 'early bird' customers seeking to take advantage of significant discounts during the advance reservation period, so expanding event schedules and product offerings tailored to this period is steadily boosting sales."