Marketers Dash for Final Sales Before College Exams
By Jane Han
Staff Reporter
Seven days before the nerve-wracking college entrance exams are administered nationwide, there are students cramming, parents praying and fasting, and then the eager marketers trying to capitalize on the once-a-year ``life and death'' tests.
Taffy has traditionally been the best-selling lucky charm gift for test takers ― as the stickiness of the treat is supposed to make students `stick' (get in) to their dream schools ― but recently more and more fun, tasty and functional goods are being added as good luck symbols.
Local retailers say some of the top sellers for this year's Nov. 15 exam are chocolates, vitamins, sleeping aids and candles.
``Chocolates seemed to have replaced taffy, as newer generations want prettier designs and more flavor variations,'' said Cho A-reum, spokeswoman for premium Swiss chocolate brand Lindt.
She added that aside from the local confectionaries, even foreign high-end makers, such as Lindt, are joining in as they notice the sizable seasonal market here.
``The college entrance exam period see the highest amount of chocolate sales, following Valentine's day,'' Cho said.
Among the pack of vitamins, Omega 3 products containing DHA, which allegedly helps stimulate the brain, sell best, according to online retailer GS Retail.
``Vitamin sales jumped more than 50 percent compared to last month,'' said a company spokeswoman, adding that the affordable price is welcomed by a wide group of consumers. A bottle of 200 pills is priced around 15,000 won.
While chocolate and vitamins may be healthy and tasty, many say what sleep-deprived students need most is a good nights rest.
``Pillows, candles, soft blankets are selling better than they have in the previous years because more customers are realizing that recipients can use the gifts even after the exams,'' said another online retailer.
Although it's a dreaded time for test takers, retailers say late October and early November is a time of the year they look forward to annually.