Major e-commerce platforms in South Korea, traditionally focusing large sales on November events like Singles’ Day, now advance their biggest promotions to May. This shift addresses seasonal low demand for non-fresh items amid high fresh produce sales.
Gmarket and Auction Launch Platform-Wide Big Smile Day
Gmarket and Auction run their “Big Smile Day” sales from May 6 to 19, marking the first dual May-November events since 2017. The promotion spans all categories, including fashion, food, bags, and cosmetics, driving a platform-wide sales surge.
Sales volume rose significantly across events. Over 31,000 sellers participated, with 1,000 selected products achieving record-high sales. Live commerce show “Sold Out Show” contributed, surpassing 10 million room views and targeting 30 million visits.
11st Holds Grand Ship Sale for Double Peak Seasons
11st conducts its peak shopping event “Grand Ship Sale” from May 6 to 16. Originally a November highlight since 2008 alongside London and Hamke promotions, the company now holds it twice yearly in May and November.
This adjustment aligns shopping volumes with platform promotions. The event recorded around 22 million purchases, with live commerce attracting 19 million views.
Coupang Joins with ‘Fresh Month Big Sale’
Coupang extends its “Fresh Month Big Sale” from late April through early May, selling over 30,000 items. Discounts covered health supplements, fresh produce, digital appliances, footwear, and leisure goods.
Seasonal fresh food peaks prompted broader category pushes, including clothing and beauty, boosting overall demand.
Other Platforms Accelerate May Promotions
Naver runs “Fresh Month + Sale” from late April to May 8, featuring apparel, member-exclusive coupons, and N-Base selections. Kolling’s “Sense Day” until mid-May discounted 2,500 fresh and beauty items up to 77%.
Musinsa Beauty’s “Pesta” event until May 14 offered 540 brands and 12,000 products with up to 80% off.
Reasons Behind the May Sales Surge
November typically dominates with global events like Black Friday and Singles’ Day, capturing high-value items. However, platforms now prioritize May to recover sales in leisure, clothing, and beauty amid fresh food dominance.
An industry executive stated, “May peaks fresh food demand, so we target clothing, beauty, and clothing via promotions. Platforms anticipate strong traffic without November extensions, recovering purchases and building a second shopping peak.”
