An overwhelming majority of respondents said they prefer cash as a Parents' Day gift, while a trend toward practical and sustainable gifts is also spreading amid persistently high inflation.
"Envelopes Are Best"...3.03 Million Transfers on Parents' Day
According to a survey conducted by Kakao Pay through its financial journal "Pay Attention" on May 5, 89% of 27,095 respondents said they most preferred cash as a Parents' Day gift. Only 5% chose "gifts," while "health foods" and "travel" each accounted for 2%. All gift categories other than cash remained in single-digit percentages, underscoring the overwhelming preference for cash.
Actual remittance demand also concentrated on Parents' Day. The day with the most active Kakao Pay transfers in May last year was Parents' Day, with more than 3.03 million transactions processed in a single day. The average amount sent through money envelopes that day was 98,000 won, approaching 100,000 won, a level higher than for other commemorative days such as traditional holidays.
In line with this trend, Kakao Pay launched its "Go See Them Now" campaign to mark Family Month. The company operated "Heart Trucks" in Seoul's Gangnam, Jamsil and Seongsu areas on May 2-3, and held an on-site event at the Ttukseom Station intersection in Seongsu-dong on May 4-5, giving out message cards, carnations and money envelopes to approximately 1,000 visitors on a first-come, first-served basis.
Filial Piety Culture Shifts Amid High Inflation...AI Appliances, Subscription Services Rise
As the prolonged high-inflation environment increases the burden of "filial piety costs," changes are being detected in gift trends. This year, "Age-Tech" products incorporating AI technology are drawing attention, and Google search trends on May 2 showed that searches for "senior appliances" and "parents' health monitoring" increased from a year earlier.
According to the retail industry, sales of premium meal kit sets and premium fruit gift sets rose more than 15% from a year earlier. This is analyzed as reflecting growing demand for home parties as dining-out inflation outpaces overall consumer price growth.
A growing number of children are also choosing regular subscription services that deliver health supplements or fresh food every month as gifts. Parents have responded positively, saying, "Rather than a large one-time payment, it's nice to feel our children's affection every month." The retail industry is moving in step with this change. Large discount stores are focusing on value-oriented food ingredient promotions, while department stores and home appliance makers are lowering the purchasing barrier for massage chairs and AI appliances through trade-in promotions.
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