Gmarket said based on its data analysis that sales of expensive gift items such as handbags and perfumes, fell 13 percent and 7 percent respectively, compared to the same period last year.

The volume of jelly and candies purchased by male customers, however, surged 47 percent and 12 percent, respectively.

On White Day, which falls on March 14, men usually give candy to women. However fancy items such as purses, jewelry and accessories, are usually on Women’s White Day wish list.

The volume of chocolates bought by men in their 20s was six times higher compared to a year before. 

Meanwhile, the percentage of men in the same age group who purchased women handbags, purses and perfumes fell by around 23-25 percent this year. 

This may reflect a change in spending behavior among those in this age group due to a job crunch.

“We see gift trends changing, with consumers trying to express their affection with small gifts, particularly among men in their 20s who face unemployment and tend to make value-driven consumption,” a Gmarket official said.

By Cho Chung-un (christory@heraldcorp.com)