Instead of an apple, Shine Muscat, home party milk kit… New Year’s Gifts changed by Corona

A new coronavirus infection (Corona 19) changed the’shopping list’ for the Lunar New Year. As the ban on private gatherings with more than 5 people continued during the Lunar New Year holidays, more and more consumers did not go to their hometown but instead sent expensive gifts or are looking for’milkit (semi-cooked food)’ that can be enjoyed at home instead of sashimi food.

According to Kakao on the 10th, the amount of gift purchase transactions sent by 3040 generation users to 5060 generations ahead of the Lunar New Year holiday increased 88% compared to the same period last year. Through the open market 11st and Kakao’Give a Gift’, we pointed out the changed New Year gift trend.

Rather than not being able to visit their hometown and meet their relatives in person, the demand for conveying their hearts through expensive gifts has increased significantly. According to Kakao, the number of users who gift high-end brand products through Kakao Gifts last month increased significantly.

The volume of purchases of luxury cosmetics such as Sulwhasoo and Estee Lauder increased by 103% compared to the same period of the previous year, and luxury fashion products by 658%. An official from Kakao said, “The Tiffany & Co gift packaging products and Shinsegae Duty Free Shops, which opened in December last year, show a good response ahead of the Lunar New Year.”

11st product planners selected premium products such as Body Friend Phantom 2 Brain Bordeaux White Massage Chair and Assorted Assortment of Majang-dong’s best aged Korean beef as popular products for the Lunar New Year holidays. An official on 11st said, “As the demand for premium gift sets is rising this New Year, more customers are looking for Shine Muscat than traditional gift sets such as apples and pears.” Earlier, at Lotte Department Store, a gift set of Korean beef with the highest price of 1.7 million won was sold out. As for Kakao Gifts, Hanwoo Set’s purchases increased 390% compared to last year.

As family and relatives cannot gather together, there has been a growing demand to simply set up a table and enjoy delicious food at home instead. As a result of analyzing purchases by category from January 21 to February 3, a week before the Lunar New Year, 11th Street, the purchase amount for milk kits and cooking boxes increased by 113% compared to the same period last year (January 2-16). Convenience food, refrigerated and frozen food also increased by 59%.

Milk kit was also popular in Kakao. Analyzing the purchase amount of New Year’s gifts from the 21st of last month to the 7th of this month, the purchase amount of the milk kit and convenient food categories increased 894% compared to the same period last year (January 3-20). An official at Kakao analyzed that “as more people want to spend more safely at home than eating out or doing outdoor activities, the demand for meals and meals to enjoy eating out at home has increased.”

According to 11st Street, as the interest in health increased due to Corona 19, the demand to purchase health supplements or “home training” related products increased. From the 21st of last month to the 3rd of this month, health food purchases increased 24%, health measurement products 61%, and massage products 17% compared to the same period last year (January 2-16). The purchase of homet-related products such as diet food (67%) and health (22%) also increased.

An official on 11th Street said, “With the influence of Corona 19, hygiene products such as antibacterial kits and hand creams are gaining popularity.”

Reporter Kim Kyung-jin [email protected]