Emart has reported a record high in pre-orders for Chuseok gift sets.
The company announced on September 10 that sales during the first pre-order period, from August 6 to September 4, increased by 21.2% compared to the same period last year, marking the highest level ever.
On the final day of the event, September 4, sales reached their peak for any single day during the pre-order period for holiday gift sets. During the same timeframe, sales at Traders and Emart Everyday also rose by 31.6% and 11.6%, respectively.
The surge in sales this year was driven by so-called 'affordable premium' sets, which maintained product quality while lowering prices. Emart explained that it enhanced price competitiveness through diverse sourcing, varying product sizes, and bulk purchasing.
Notable items include the $40 'Wando Live Abalone Set' and the $70 'Special Selection of Red Tilefish and Hairtail Set.' In the meat category, the $90 American and Australian-style LA ribs topped the sales charts.
Sales of apple and pear gift sets priced between $30 and $50 increased by 10.3% year-on-year, while sales of ginseng, deodeok, and dried mushrooms surged by 42.9%. A mixed set of processed foods, including canned goods and cooking oil, sold over 1.6 million units.
High-end gifts also saw increased demand, with sales of premium gift sets priced over $200 rising by 91% compared to last year.
In addition to traditional holiday gifts like Hanwoo beef and dried yellow corvina, premium alcoholic beverages such as whiskey and wine, which emphasize brand and rarity, drove high-end demand.
From August 6 to September 7, sales of wine gift sets increased by 39.6%, while sales of liquor sets rose by 38.6%, compared to the previous year's pre-order period.
Demand for early discounts also contributed to the strong pre-order performance. Emart will continue pre-orders until September 16.
Customers can enjoy discounts of up to 50% on select items when paying with event cards or accumulating Shinsegae points, along with gift vouchers based on purchase amounts, interest-free installments, and free shipping.
An Emart representative stated, “In light of high inflation, consumers are looking to reduce their purchasing burden through pre-order benefits, while still valuing quality and prestige in gifts for special individuals during the holiday season.”
* This article has been translated by AI.
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