"The Days of Predictable Holiday Gifts Are Over"...Three Department Store Chains Compete to Win Over Chuseok Shoppers’ Tastes

[Financial News] The three department store chains have begun their main sales of Chuseok gift sets ahead of Chuseok, one of the biggest shopping seasons of the year. As ways of celebrating the holiday diversify and consumers’ preferences become more segmented, competition over gift sets is intensifying, with retailers emphasizing rarity and convenience.
According to industry sources on the 6th, Lotte Department Store will conduct its main Chuseok gift-set sales from the 4th through the 23rd, while Hyundai Department Store will do so from the 4th through the 24th. Shinsegae Department Store began sales at some stores on the 4th and will launch its main sales period nationwide from the 7th through the 23rd.
This year’s Chuseok falls on the 25th, more than 10 days earlier than last year, so the three department store chains have also moved up their main gift-set sales schedules by about 10 days from the previous year. The main sales period offers a wider range of products and larger inventories than advance reservations, and therefore accounts for a greater share of revenue. Typically, advance reservations account for 20–30% of department stores’ Chuseok gift-set sales, while the main sales period accounts for about 70–80%. The department stores are working to capture demand by strengthening their gift-set assortments and turning the holiday shopping season into higher sales.
For this Chuseok, Lotte Department Store has segmented all product categories—including meat, fruits, seafood, and groceries—according to criteria such as “ultra-rare,” “ultra-convenient,” and “ultra-fresh,” reflecting recipients’ tastes and changing lifestyles. It has expanded exclusive products, increased the number of gift-set items by about 20% from last year, and prepared its largest-ever inventory.
Among the featured products are “Ulleung Chikso Premium,” made exclusively from Grade 1++ Ulleung Chikso, of which only about 200 head are raised annually, and “Almas Gold Caviar,” a rare caviar product. The retailer has also prepared “Traditional Paste-Seasoned Dried Yellow Croaker” and “Yeonggwang Steamed Barley-Dried Yellow Croaker,” designed for easier cooking, as well as sets of sesame and perilla oil pressed on the day of delivery. It has further broadened its selection with products targeting customers interested in health and art, including Hanwoo beef formulated with omega-3 and omega-6 ratios in mind and wine created in collaboration with Korean artists.
Shinsegae Department Store has expanded its gift offerings beyond premium food to include traditional culture, crafts, and travel. It is strengthening its high-end food selection through its food brands 5-STAR, Shinsegae Female Hanwoo, and Select Farm. Through House of Shinsegae and Local Is Shinsegae, it is also presenting products that reflect Korean aesthetics, including Korean desserts and white porcelain and mother-of-pearl crafts. Travel products, such as trips to European New Year’s concerts, have also been added to target demand for gifts that offer tastes and experiences beyond food.
Hyundai Department Store is offering more than 1,500 products across meat, seafood, fruits, alcoholic beverages, and lifestyle categories. Its key feature is a stronger focus on Hanwoo beef and fruits, reflecting the trend toward simpler holidays and demand for premium cuisine. In particular, it is offering small-package sets of Grade 1++ Hanwoo beef and specialty cuts divided into 200-gram portions, along with eco-friendly Hanwoo gift sets that take livestock-raising conditions into account. In fruits, it has increased the inventory of mixed-fruit sets by more than 30% to reflect demand for enjoying several varieties together. It is also targeting a range of consumer preferences with highly expensive alcoholic beverages that are difficult to obtain. An industry official said, "We are segmenting product categories and continuously developing a variety of items so customers can choose gifts suited to the recipient’s tastes and lifestyle."
[email protected] Yu-ha Jang Reporter