Black Friday Unveiled: Unbelievable Discounts That Defy Imagination

After years of being introduced to Vietnam, Black Friday has become a familiar shopping event for consumers. Even before the official date of November 28th, many stores and shopping centers have already started their sales, with discounts appearing as early as a week ago. While “50-70% off” signs are prevalent, foot traffic remains sparse, even during peak hours like noon and evening.

The thrill of bargain hunting has faded for many shoppers, thanks to the rise of e-commerce. With live-streamed sales dominating online platforms and social media, buyers now have more options without needing to visit physical stores. Many admit to spending hours searching for genuine discounts, making them more cautious and less enthusiastic.

During her lunch break, Nguyen Minh Ha from Cau Giay, Hanoi, visited a fashion store advertising “50% off everything.” However, after browsing, she found that only outdated models, odd sizes, and display items were heavily discounted. Staff explained that the fine print “up to” was often overlooked, leading customers to believe the entire store was 70% off.

“The shirt I wanted wasn’t discounted at all. Despite the big sale signs, the store felt no different from a regular day. New items only had a 100,000 VND discount on bills over 1 million VND, requiring at least two purchases. Not very appealing,” Ha shared.

Some stores restrict deep discounts to specific hours or require app downloads, membership sign-ups, or loyalty points. Most sales apply to old or off-season stock.

Pham Thu Huong from Ba Dinh, Hanoi, shared her disappointing experience while shopping for a dress during Black Friday. Although sale signs were everywhere, she discovered that discounts only applied to items marked with a sale tag after trying on two dresses she liked.

“The dress I chose wasn’t discounted, but after trying it on for so long and bothering the staff, I felt awkward leaving empty-handed,” Huong said.

In addition to in-store shopping, consumers are increasingly turning to online platforms for Black Friday deals. E-commerce sites host continuous super sales from morning to night, attracting thousands who hunt for discount codes, cashback vouchers, and flash sales.

Brands are also offering simultaneous discounts in both physical stores and online channels. A fashion store employee on Ba Trieu Street mentioned that many customers try on clothes in-store but leave to wait for better deals during the brand’s Black Friday live streams.

Shoppers are no longer in a rush to buy, instead waiting for deal-hunting groups and KOLs, humorously dubbed “war gods” by the community. These accounts often live-stream for brands, offering numerous discount codes.

“I follow a deal-hunting group that shares codes at midnight or noon. Many offer 20-22% off, but they disappear within minutes. I add items to my cart in advance and check out immediately when the code drops,” shared Minh Anh, an office worker in Hanoi.