According to statistics from the EcomHeat platform (YouNet ECI), the festive atmosphere ahead of the 2/9 National Day celebrations spread widely, sparking an online shopping frenzy for patriotic merchandise. Fashion and accessory items featuring the red and yellow colors of the Vietnamese flag were in high demand, with impressive sales recorded on e-commerce platforms.
In addition to traditional National Day merchandise such as red and yellow flag t-shirts, national flags, and banners, this year saw a more diverse range of products, including scarves with patriotic designs and images, teddy bears wearing flag-themed outfits, lightsticks, and hair ties in patriotic colors.
Vietnamese consumers spent billions of dong on scarves, t-shirts, and flags ahead of the 2/9 National Day celebrations.
On TikTok Shop, fashion and accessories were the most sought-after categories, with scarves, teddy bears wearing national flag outfits, patriotic hair ties, lightsticks, and bracelets being the top choices. According to YouNet ECI, in the first three weeks of August, the 12 best-selling shops sold over 27,000 fashion items featuring the red and yellow colors, including t-shirts and children’s sets, generating revenue of VND 2.2 billion.
For accessories alone, the top 13 shops sold 30,800 products, bringing in VND 2.1 billion in revenue.
However, compared to the 30/4 holiday earlier this year, YouNet ECI noted a significant shift in consumer behavior for the 2/9 celebrations. Revenue from fashion items dropped significantly in the two weeks before the event. While revenue from this category reached VND 3.4 billion in the lead-up to 30/4, it decreased to VND 2.2 billion before the 2/9 holiday.
In contrast, accessory sales increased, rising from VND 1.8 billion during the 30/4 holiday to VND 2.1 billion before the 2/9 celebrations.
“This change indicates that consumers tend to reuse outfits purchased for 30/4, while their focus shifts towards accessories with higher symbolic value,” YouNet ECI analyzed.
Patriotic scarves emerged as the favorite accessory for the 2/9 National Day celebrations. (Source: YouNet ECI)
Notably, during this 2/9 holiday, items such as scarves with patriotic designs, maps, and slogans consistently appeared in TikTok videos with millions of views, becoming a cultural and fashion phenomenon. According to TikTok Shop statistics, sales of patriotic scarves alone accounted for 86.6% of total accessory sales, highlighting the emergence of this new trend.
In the revenue structure, lightsticks contributed 5.7%, patriotic teddy bears 3.8%, scrunchies 3.2%, and patriotic bracelets 0.7%…
Meanwhile, data from Metric.vn revealed that in just one month (from July 23 to August 23), the sales of fashion and accessory items related to the 2/9 National Day across four major platforms – Shopee, Lazada, TikTok Shop, and Tiki – reached VND 13.5 billion, with 198,100 products sold. This marked a staggering increase of 6,089% in revenue and 5,115% in sales volume compared to the same period in 2024.
The majority of customers opted for products priced between VND 100,000 and VND 200,000, generating revenue between VND 2.5 billion and VND 3.3 billion.
In addition to purchasing patriotic merchandise, YouNet ECI’s statistics showed that the topic of the National Day on September 2 attracted millions of discussions on social media, with approximately 1.47 million discussions and 8.23 million interactions in the first three weeks of August. Aside from sharing schedules and viewing experiences for the parade, people also showed a keen interest in preparing festive outfits and accessories.
Statistics indicated that residents of Hanoi were actively purchasing fashion and accessory items for the 2/9 National Day celebrations.
At fashion stores and shopping malls, special displays featured t-shirts with national flag designs, “Vietnam” or “independence” slogans, conical hats with flag motifs, flag ribbons, bracelets, and bags. In the days leading up to the 2/9 holiday, many stores offered promotions and discounts on these items to encourage purchases and enable people to celebrate the occasion joyfully.
The prices of flag t-shirts were quite affordable, ranging from VND 35,000 to VND 100,000 per piece, depending on the size. Children’s hats with yellow stars were priced between VND 30,000 and VND 50,000 each, while hair clips, “I Love Vietnam” banners, and cute flag stickers were available for as little as VND 10,000 to VND 25,000…
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