Ho Chi Minh City’s Department of Industry and Trade recently released a report on the implementation of measures to balance supply and demand during the Tet holiday, which fell in February 2025. The report revealed that the total retail sales in the city during the peak month of January reached over VND 53.7 trillion, marking an 11.4% increase compared to the previous year’s same period.
Notably, there has been a shift in consumers’ Tet shopping behavior, including changes in consumption patterns, shopping timing, and channel preferences. In terms of consumption structure, there was a 20% increase in purchases of apparel, fashion, and household goods, while essential food and rice only saw a 6.6% rise. Entertainment, tourism, and dining continued to gain traction during Tet, with tourism revenue increasing by 17% and food and beverage sales surging by 27.3%.
In terms of shopping channels, modern distribution channels, including supermarkets and convenience stores, experienced a boost in sales, with a 15-20% increase compared to the previous year. On the other hand, traditional markets and grocery stores witnessed slower growth in sales. Although the volume of goods passing through the three wholesale markets increased by 70-80% compared to regular days, it decreased by 10-15% compared to the same period in the previous year. In contrast, modern distribution channels saw a significant surge in sales, with a 100-120% increase compared to regular days, and e-commerce platforms continued their growth trajectory with a 45-50% year-over-year increase.
From a business perspective, MM Mega Market, a leading supermarket chain, reported positive sales performance during Tet, with retail revenue surpassing VND 70 billion (excluding the sales of the three days before Tet). Notably, their fresh food category outperformed the previous year by over 50%.
Similarly, AEON Vietnam, another prominent supermarket chain, kept their stores open during Tet to serve customers. As they had announced their opening schedule in advance, AEON Vietnam witnessed a significant influx of customers, especially families, who came to shop and enjoy the festive atmosphere on the first and second days of Tet. Popular purchases included fresh produce, vegetables, noodles, soft drinks, and children’s products.
GO! Thang Long supermarket in Hanoi, resumed operations on the second day of Tet. According to Mr. Nguyen Minh Tuan, the store’s director, fresh produce and food items were among the top choices for customers during the holiday season. However, due to the holiday period, the number of customers decreased by 5% compared to regular days. GO! Thang Long is committed to providing a diverse range of products at stable prices to meet consumers’ needs for the upcoming full-moon festival in the first month of the lunar year.
The Ho Chi Minh City Department of Industry and Trade acknowledged the evolving shopping behavior of consumers during Tet, including changes in consumption patterns, timing, and channel preferences. Mr. Le Huynh Minh Tu, Deputy Director of the Department, noted that modern distribution systems in the city operated almost continuously before, during, and after Tet, and the situation of congestion and long queues at these systems improved compared to previous years.
With comprehensive solutions implemented in a synchronized manner, the market situation before and during Tet 2025 remained stable, with no shortages or sudden price increases. After Tet, supermarkets reported an increase in specific products to serve the returning population. Systems like Satra, Saigon Co.op, MM Mega Market, GO!, and BigC ensured abundant supplies and continued to offer promotions and discounts to stimulate consumption.
At supermarkets like MM Mega Market, Lotte, and Bach Hoa Xanh, consumers primarily purchased fresh produce, semi-processed foods, and ready-to-eat meals. One supermarket in Ho Chi Minh City’s District 3 offered promotions such as buy-one-get-one deals and discounts ranging from 10-30% on select items.
Similarly, after Tet, the Co.opmart and Co.opXtra systems imported various meat products, grilled and roasted fish, and a wide range of fresh produce and fruits. Saigon Co.op committed to maintaining stable prices and offered promotions and discounts ranging from 10-30% on different product categories, ensuring a joyful and economical shopping experience for customers.
In Hanoi, modern distribution channels such as supermarkets and convenience stores, including BigC, Aeon Mall, Gigamall, Co.opmart, CircleK, and Winmart, resumed operations after the holiday. However, consumer demand was relatively low, focusing mainly on essential items like fresh seafood and produce.
According to the Hanoi Department of Industry and Trade’s assessment, the revenue of commercial enterprises during the Tet holiday increased by 5% compared to the previous year. Notably, some large distribution units attributed about 25% of their total revenue to online sales, and the number of orders increased by 15-20% compared to the previous year.
Ms. Tran Thi Phuong Lan, Vice President of the Vietnam Retailers Association, commented on the positive impact of supermarkets remaining open during Tet, meeting the shopping needs of consumers when traditional markets are closed. She also noted a shift in consumers’ shopping habits, with a more rational approach to spending during Tet, only purchasing what is necessary for their families. As a result, market prices during Tet fluctuated but did not experience drastic surges.
Commenting on the decline in sales at traditional markets due to consumers’ preference for e-commerce and supermarkets, Mr. Vu Vinh Phu, former Director of the Hanoi Department of Commerce and former Chairman of the Hanoi Supermarket Association, stated that this trend has been ongoing for the past few years. Online shopping platforms have thrived with attractive promotions and a diverse range of products, luring consumers away from traditional markets.
Modern distribution channels, such as supermarkets and shopping centers, regularly offer promotions, loyalty programs, and clear pricing and product origins, giving consumers more confidence in the quality of their purchases.
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