Unleashing the ‘Wave’ of Post-Holiday Consumer Spending

Keeping the Heat in Consumer Spending

Even though the long holiday is over, many shopping malls and supermarkets in Ho Chi Minh City continue to attract a steady stream of customers. People are taking advantage of deep discounts to purchase essential goods, clothing, and cosmetics.

On September 3, the underground shopping area at the Metro Ben Thanh station, a new hotspot for locals, was bustling with shoppers from early morning. Ms. Hoang Thi Be Thy, a resident of Thu Duc district, shared, “I went back to my hometown during the holidays. This morning, on my way to work, I dropped by the Metro station and found that the stores were open, so I took the opportunity to shop. Many well-known brands offered discounts of up to 80% with guaranteed quality at affordable prices.”

The City Sale promotion, organized by Ho Chi Minh City, features over 500 domestic and foreign brands offering a diverse range of products, including cosmetics, fashion items, accessories, and household goods. Mr. Man Dat, a staff member at a cosmetics counter, said, “Customers nowadays are not only concerned about prices but also pay attention to brands and quality. Therefore, we offer genuine promotions with significant discounts while ensuring the credibility of our products.”

Mr. Dinh Quang Khoi, Marketing Director of MM Mega Market Vietnam, shared, “We have prepared a 15% increase in stock compared to the same period last year, not only for the holiday season but also for the following period. In addition to offering promotions, MM Mega Market is also working with suppliers to maintain stable prices for essential goods to give customers peace of mind when shopping.”

Saigon Co.op, a leading retailer, has increased the supply of essential goods by 20-30% and offered discounts of up to 50% on many high-quality Vietnamese products. This strategy has boosted consumer spending and contributed to promoting Vietnamese goods to consumers.

Not only supermarkets but also traditional markets have maintained abundant supplies and stable prices, even during rainy and stormy weather. Vegetables are reasonably priced: bean sprouts are 30,000 VND/kg, cucumbers are 15,000 VND/kg, and lettuce from Da Lat is 45,000 VND/kg. Fruits are also affordable, such as dragon fruit grade 1 at 20,000 VND/kg, pink egg fruit at 30,000 VND/kg, and catfish mango at 25,000 VND/kg. “Prices remained stable during the holiday season. We import delicious and quality produce to sell at the best prices to our customers,” said Ms. Lan Hai, a trader at Ban Co Market.

Stimulating Demand while Protecting Consumers

According to the Ho Chi Minh City Department of Industry and Trade, the total retail sales of goods and service consumption in the first seven months of the year reached 1.07 million billion VND, a 15.5% increase compared to the same period last year. For 2025, the city has set a record-high growth target of 18% for retail sales. This ambitious goal demands innovative efforts and solutions, including focused promotional programs.

Mr. Nguyen Minh Hung, Deputy Director of Trade Management at the Department of Industry and Trade, stated that they will collaborate with the Ho Chi Minh City Labor Federation to organize mobile sales trips, bringing essential products with reputable brands and discounted prices directly to workers and employees. “This initiative is not just about stimulating demand but also about demonstrating social responsibility and supporting workers, especially during the peak period at the end of the year,” said Mr. Hung.

Representatives from the Department of Industry and Trade emphasized the dual goal for the remaining months of the year: “stimulating consumption – protecting consumers.” Synchronized efforts from businesses, authorities, and the community will contribute to establishing Ho Chi Minh City as a trusted commercial and shopping destination, integrating consumption, technology, and tourism. This will ultimately support the city’s socio-economic development plan for 2025.

Alongside promotions, market inspection and supervision have been strengthened. Mr. Nguyen Quang Huy, Deputy Head of the Ho Chi Minh City Market Management Department, said that in the first eight months of the year, functional forces inspected and handled 659 cases of violations, seizing more than 600,000 infringing products worth over 15 billion VND and imposing fines totaling over 14.3 billion VND. Notably, cases related to food, cosmetics, and health supplements, which directly affect people’s health, were strictly handled.

According to Mr. Huy, from now until the end of the year, inspections will focus on industrial parks, commercial streets, traditional markets, and e-commerce. “Functional forces will coordinate synchronously to prevent smuggling, trade fraud, counterfeiting, and intellectual property infringement,” Mr. Huy emphasized.

Mr. Nguyen Van Dung, Vice Chairman of the Ho Chi Minh City People’s Committee, stated that stimulus programs should be associated with transparent promotional information and clear product origins to protect consumers’ rights. “We encourage the community to actively participate and turn this event into a shopping, consumption, and cultural experience festival, thereby spreading the spirit of integration and building the image of a dynamic, modern, and friendly Ho Chi Minh City,” said Mr. Dung.