Supermarkets in Ho Chi Minh City are buzzing with promotions and discounts, encouraging consumers to spend more, especially with the recent 2% VAT reduction.
According to the Ho Chi Minh City Statistics Office, the city’s retail revenue in May reached over VND 51,000 billion, a 13.5% increase compared to the previous year. This surge in consumer spending has prompted retailers to launch attractive promotions and discounts, especially during the upcoming concentrated shopping season.
FROM DIRECT DISCOUNTS TO GIFTING ADDITIONAL PRODUCTS
Ho Chi Minh City’s biggest promotional campaign for 2025, organized by the city’s Department of Industry and Trade in collaboration with various agencies and enterprises, will take place in two phases. The first phase, from June 15 to September 15, is themed “Exciting Summer Shopping 2025,” offering significant discounts on a wide range of consumer goods and services. The most common form of promotion among large supermarket systems is direct price reductions or free gifts with purchase.
Mr. Nguyen Duc Toan, Commercial Director of MM Mega Market Vietnam, shared: “We have prepared a stock of over VND 1,000 billion, especially fresh produce, fruits, and agricultural products, with an increase of 30-40% compared to last year. Many products will be offered with discounts of more than 50%, buy one get one free, or buy two get one free.”
Mr. Nguyen Ngoc Thang, Deputy General Director of Saigon Co.op, also stated: “Saigon Co.op is committed to working alongside manufacturers. By reducing a portion of our profits and controlling costs, we aim to provide consumers with reasonably priced goods. Saigon Co.op expects to achieve double-digit growth during this promotional period.”
In support of the city’s concentrated promotion program, SATRA’s retail systems are offering promotions and discounts of 10-49% on essential consumer goods and summer products from June 15 to 29.
The Ho Chi Minh City Department of Industry and Trade announced that the second phase of the promotional campaign will take place from November 15 to December 31. Mr. Nguyen Nguyen Phuong, Deputy Director of the Department, emphasized that the city will tighten the management of promotional programs to protect consumers’ rights by “requiring transparency in promotional information, ensuring the origin of goods, and enhancing the responsibility of brands.”
Additionally, the Department of Industry and Trade has directed the Ho Chi Minh City Market Management Department to closely monitor the program and strictly handle any acts of fraud or abuse that may undermine market trust.
BOOSTING AGGREGATE DEMAND IS CRUCIAL
According to newly released data from the General Statistics Office, in the first five months of 2025, total retail revenue of goods and services reached approximately VND 2.85 million billion, a 9.7% increase compared to the same period last year. Retail goods revenue specifically increased by 8.2%.
While these figures indicate a strong recovery in the trade and service sector, achieving the government’s set target of 12% growth for 2025 will require additional synchronized solutions from management agencies, enterprises, and consumers.
On June 5, 2025, the Ministry of Industry and Trade issued Decision 1635/QD-BCT, organizing the “Concentrated National Promotion Program 2025 – Vietnam Grand Sale” from June 14 to July 14, 2025. This is the first time that the National Concentrated Promotion Month has been held twice a year, instead of just once at the end of the year, and the first program is being implemented during the summer, typically a low season for the retail industry.
Thus far, in addition to Ho Chi Minh City, many other localities have issued programs to organize promotional activities in their respective areas to join the National Concentrated Promotion Program. Mr. Le Hoang Tai, Deputy Director of the Trade Promotion Department (Ministry of Industry and Trade), shared: “This year, enterprises will proactively develop promotional programs with diverse content and forms, with discounts of up to 100% depending on their business strategies, instead of the previous limit of 50%.”
Not only has the discount cap been lifted, but the implementation process has also been simplified. Previously, enterprises had to register the list of goods and discount rates with the Ministry of Industry and Trade. Now, they can proactively develop plans that align with customer needs and their financial capabilities.
Retail businesses have welcomed this new approach by the Ministry of Industry and Trade, as each consumer good has its own characteristics and profit margins. This flexibility allows them to balance offering attractive discounts to consumers while maintaining stable production for their enterprises.
Ms. Nguyen Thi Kim Dung, Director of Co.opmart Supermarket in Hanoi, commented: “We can flexibly combine multiple promotional forms such as direct discounts, reward points, and gifts. We focus on essential and fresh food items to best support consumers.”
To ensure that the discounted items align with consumers’ high-demand needs, distribution systems have planned to conduct surveys and transaction monitoring during the month. With a reserved stock of nearly VND 300 billion dedicated to this promotional program, retailers anticipate a 20-30% increase in sales during the concentrated promotion period compared to the previous year.
The concentrated promotion month aims not only to stimulate consumer demand but also to provide domestic enterprises with an opportunity to promote their brands and enhance their competitiveness. In the context of deep integration and fierce competition with imported goods, the promotional program is expected to serve as a “bridge” connecting manufacturers, distributors, and consumers, thereby spreading the spirit of the movement “Vietnamese prioritize using Vietnamese goods.”
A notable new feature this year is the removal of restrictions on selling spaces. In addition to supermarkets and shopping centers, many localities are deploying mobile sales points and price stabilization programs in industrial parks and residential areas to ensure that discounted goods reach the right consumer groups with high demand.
While prioritizing diverse and attractive discount forms and raising the discount cap, the Ministry of Industry and Trade requires participating enterprises to ensure that promotions are legal, honest, open, and transparent. They must also safeguard consumers’ legitimate rights, maintain product quality, and comply with current administrative procedures.
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