[Edaily Reporter Yun Junghoon ] "I’ve worked at this store for over 10 years, but this is the first time I’ve seen a promotion like this. The Galaxy S26 Plus is topping sales charts thanks to its ‘Double Storage’ feature and a 25% cashback on Onnuri gift certificates."

On the 25th, at the Samsung Store inside the E-MART Co., Ltd. Jayang branch in Gwangjin-gu, Seoul. Even though it was a weekday afternoon, consumers seeking advice on purchasing a Galaxy phone were lining up one after another. Posters for the “With the People: SamsungElectronics Appreciation Festival” were displayed throughout the store, creating a festive atmosphere.

June and July, ahead of the launch of new foldable phones (Galaxy Z Flip and Fold series), are typically the off-season for the telecom industry. This is because sales of existing flagship smartphones slow down as pent-up demand for new products builds. However, this year, the market sentiment has shifted thanks to SamsungElectronics’ large-scale discount event.

Up to 25% Cashback on Onnuri Gift Certificates… Galaxy Sales See a ‘Flash’ Rebound

The sales rebound was driven by exceptional purchase incentives. SamsungElectronics is running a “Gratitude Festa” through July 5, offering customers who purchase Samsung products cashback of up to 25% in the form of Onnuri gift certificates. Eligible “K-Heroes”—including military personnel, police officers, firefighters, and correctional officers—receive an additional 10% benefit, allowing them to enjoy benefits worth up to 30%.

For flagship models such as the Galaxy S26 series, the effective purchase price has dropped significantly thanks to a combination of carrier subsidies, additional retailer incentives, Onnuri gift card rebates (up to 300,000 won or more), and the “Double Storage” benefit available on select models.

Consumer response was immediate on the ground. A store representative said, “Inquiries have surged for the Galaxy S26 Ultra 256GB model, as it can be purchased at a price far below the manufacturer’s suggested retail price,” adding, “More consumers are also opting for unlocked devices rather than carrier-locked ones.”

According to the telecommunications industry, demand for new subscriptions and device upgrades at the three major mobile carriers has reportedly increased by about 5–10% compared to the same period last year. Some retailers even experienced temporary shortages of popular models such as the Galaxy S26 Ultra.

However, the industry does not view this sales increase as a sign of market recovery. Analysts suggest that this is largely a case of “demand being brought forward,” with consumers who had been waiting for the release of new foldable phones in August responding to discount offers and bringing their purchases forward by about a month.

A telecommunications industry official stated, “Once the promotional event ends, demand is likely to slow down again until the new products are released,” adding, “It is more accurate to view this as a temporary shift in off-season demand rather than an expansion of the market itself.”

Popularity of

Unlocked Phones and Online Plans… Local Retailers Struggle

While SamsungElectronics’ “Gamsah Festa” has helped manufacturers and telecom carriers’ headquarters shore up their off-season performance, it has actually become a burden for frontline retail stores. This is because the core benefits of the event are concentrated on unlocked phones—which come with no contract commitments or obligations to maintain high-priced plans—causing consumers to turn to Samsung Stores, E-MART Co., Ltd., and online channels instead of retail stores.

The reasons for the popularity of unlocked phones are savings on communication costs and the freedom to choose a plan. When activating a phone through a retail store, customers often receive a device discount but are required to maintain a high-priced plan costing around 100,000 won per month for about six months. In contrast, purchasing an unlocked phone allows customers to continue using their existing low-cost plan or choose an online direct plan with no contract, thereby reducing the long-term burden of communication costs.

For example, if you purchase a Galaxy S26 Ultra (256GB) as an unlocked phone at the Samsung Store operated by E-MART Co., Ltd., the price after applying benefits is 1,629,000 won. After receiving a 332,000-won refund in the form of Onnuri gift certificates, the effective purchase price drops to approximately 1,297,000 won. Although the initial device price is slightly higher than when activating through a retail store, analysis suggests that the total cost over a two-year period may be lower with the unlocked model, as users are not required to maintain a high-priced plan.

An official from the Mobile Communications Agency Association stated, “Consumers are preferring unlocked devices because they can enjoy the Onnuri Gift Certificate benefit along with the freedom to choose their own rate plan,” adding, “While manufacturers and carrier headquarters have managed to maintain sales during the off-season, retail agencies that rely on rebates are facing a situation where both their customer base and profits are shrinking.”