High Prices Drive Consumers Home as Retailers Compete for Holiday Party Spending

As persistent inflation pushes consumers to dine at home instead of eating out, retailers are accelerating efforts to capture year-end home party demand. Hypermarkets, home shopping channels, and convenience stores are each tailoring strategies to their specific strengths.

According to the November Consumer Price Index released by Statistics Korea on the 12th, the consumer price index reached 117.20 (based on 2020=100), up 2.4% from a year earlier. The living expenses index rose 2.9% year-on-year, while food prices increased 3.7%.

Analysts say the growing burden of living costs is driving consumers to cut dining-out expenses, fueling demand for home parties and home-cooked meals. In response, hypermarkets are targeting home party demand with year-end food discounts.

Emart is running promotional events from December 11 to 17, focusing on fresh produce including fruits, meats, and seafood, as well as ready-to-cook items.

Specifically, Emart offers 6,000 won off when purchasing two or more packs of "Fresh Strawberries (500g)" with full payment using promotional cards. The retailer also sells "Sweet Golden Citrus" in bag (1.2kg) and box (1.5kg) formats at 7,900 won and 9,900 won respectively—4,000 won off the regular prices of 11,900 won and 13,900 won—when earning Shinsegae points.

Emart said various meats suitable for home party main dishes are also available at discounted prices. U.S. fresh LA-style short ribs, marinated ribs, and sliced rib meat packs are discounted by 20,000 won when earning Shinsegae points. Domestic pork shoulder for boiled pork and bulgogi are priced at 1,280 won per 100 grams. The retailer also offers discounts on seafood and has expanded its ready-to-cook lineup including Hong Kong-style meal kits.

SSG.com launched two cake varieties on December 4 in collaboration with Chef Park Jun-woo from "Au Petit Beurre," a popular dessert café in Seochon, to capture year-end home party demand.

GS25 has expanded its quick commerce offerings including mala stir-fry and pasta dishes to meet increased delivery and pickup orders during the holiday season.

Meat Project, a specialty meat brand, released two "BBQ Rib" varieties on December 11, designed to bring restaurant-quality taste to home dining.

Home shopping channels are ramping up broadcasts targeting year-end family gatherings and party demand. NS Home Shopping has concentrated its December programming on food product launches suitable for home party menus. The company plans to capitalize on year-end demand with a wide range of offerings from easy-to-prepare seafood and stews to premium seafood products.