Supermarkets ramp up discount events as prices soar

[Courtesy of Lotte Mart]

In response to the recent spikes in fruit and vegetable prices, large supermarket chains in South Korea are ramping up their efforts to offer deep discounts via collaborations with the government or using their own supply chains.

Scenes of customers lining up eagerly to purchase discounted agricultural products have become increasingly common, reflecting the heightened demand for affordable produce.

According to industry sources on Tuesday, the number of discount events organized by the three major supermarket chains, Emart, Homeplus, and Lotte Mart, from January to March 2024 was 29, nearly doubled the number during the same period the year before. Emart increased its discount events from 5 to 9, Homeplus from 6 to 9, and Lotte Mart from 6 to 11.

The surge in discount events by large supermarket chains aims to alleviate the phenomenon known as ‘produce runs,’ where customers line up to purchase discounted fruits and vegetables. Over 100 customers flocked to a Lotte Mart store in Yeongdeungpo-gu, Seoul, in the early hours to buy a pack of apples priced at 9,900 won during the previous week., with each customer issued a numbered ticket with a picture of an apple to manage the queue effectively.

A spokesperson from the supermarket chains noted that the increase in discount events was driven by customers‘ eagerness to purchase discounted agricultural products.

The simultaneous increase in discount events by the three major supermarket chains also aligns with the Korean government’s policies to stabilize prices. As poor harvests drove fruit prices up, the government lowered tariffs for imported fruits such as oranges, bananas, mangoes, grapefruits, and pineapples in mid-January 2024.

Emart responded by organizing special discount events for imported oranges in January. A mango sale held from March 15th, 2024, saw most stores sell their stock within the morning hours, as customers rushed to take advantage of prices that were over 60 percent cheaper.

Homeplus also achieved success with its discount event held from March 1st to 13th, recording a significant increase in sales and customer acquisition compared to a year ago. During the event period, overall sales increased by over 10 percent, with food sales alone increasing by 20 percent.

Lotte Mart collaborated with the Seoul Agro-Fisheries & Food Corporation from March 21st to 23rd to sell 2.5 kg packages of apples at an unprecedented price of 9,990 won, or over 60 percent lower than the average retail price in the third week of March, at 14 Lotte Mart stores. Approximately 7.5 tons of apples (about 3,000 boxes) were prepared for the event, and the entire stock sold out within 10 minutes of opening, demonstrating its immense popularity.

Large supermarket chains are expected to continue their spree of discount events for fruits and vegetables in April 2024.