As consumer sentiment weakens due to high prices and economic stagnation, the food and beverage and bakery industries are launching Christmas marketing campaigns earlier than usual. The competition for year-end sales, which traditionally peaks in early December, has shifted to late October and early November. Major brands are focusing on aggressive pre-order discounts, celebrity marketing, and unique products to capture early holiday demand.
According to industry sources, bakeries and coffee shops have simultaneously activated holiday season campaigns, offering pre-orders for Christmas cakes and launching limited-time seasonal products. While everyday spending may be down, there is a clear trend of 'value spending' on special occasions or seasonal items, prompting businesses to absorb early year-end sales to recover annual performance.
Paris Baguette has expanded its signature cake line, 'Berry Bomb,' featuring seasonal strawberries, to six varieties and began accepting pre-orders on November 11. The company is offering discounts of up to 30% through its app and up to 20% through delivery and gifting channels to attract customers.
Twosome Place, operated by CJ Foodville, is combining celebrity marketing with unique concepts. The brand has selected actor Lee Do-hyun as its model and released an advertisement featuring a cake called 'Holiday Strawberry Queen' that glows in the dark when the lights are off, targeting home party photo opportunities. Customers who pre-order through the app can receive discounts of up to 30%, along with signed Polaroids and exclusive merchandise.
Twosome Place has also continued its collaboration with girl group ILLIT's Wonhee as its holiday model. The company is promoting its new product, 'Cream Top Schocake,' as a follow-up to its signature cake 'Schocake,' offering a 20% discount coupon for app members until November 18.
The ice cream industry is emphasizing texture and discount benefits. Baskin-Robbins, operated by BRI Korea, has unveiled ten Christmas cakes combining mochi, sherbet, and chocolate balls. The 'Super Early Bird' event, running until November 18, offers discounts of up to 40%. Häagen-Dazs is also targeting the winter dessert market with four 'Holiday Edition' flavors that include waffles and caramel pieces.
Starbucks Korea has reintroduced its e-frequent flyer program for the winter season after a summer hiatus. The promotional items focus on practicality, including a Lexon portable speaker and a Moleskine planner. From November 6 to 12, the company held a double sticker accumulation event to generate early buzz. Additionally, it has implemented a 'reservation cancellation waiting service' to allocate canceled promotional items and a mobile 'defective reporting system' to enhance user convenience. Specialty coffee brand Terarosa is targeting both experiential space and year-end gift demand through a collaboration with artist 'Sai' and a 'Message Tree Zone' in 37 stores nationwide.
Industry insiders attribute this 'early Christmas' phenomenon to pre-sale strategies driven by weakened consumer sentiment. With rising raw material and labor costs increasing financial burdens, companies are accepting pre-orders one to two months in advance to better predict year-end production volumes and minimize inventory disposal risks.
An industry representative stated, "As high inflation persists, consumers are reducing everyday spending but are actively engaging in spending with clear justifications, such as year-end gatherings or gifts. The key is who can establish themselves as the go-to brand in consumers' minds for year-end purchases and secure early reservation volumes."
* This article has been translated by AI.
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