At a bustling shopping center in the heart of Ho Chi Minh City, fashion, cosmetics, and accessory stores are adorned with eye-catching “mega sale” signs. Both international and local brands are offering discounts of up to 50%-70%, drawing in crowds of eager shoppers.
Several stores reported longer-than-usual lines for trying on clothes and making payments, with foot traffic doubling compared to regular days, according to sales staff.
The excitement of sale hunting heats up at shopping malls
However, not all “mega sales” live up to the hype. Many stores offer only 10%-20% discounts, primarily on outdated styles, odd sizes, or off-trend items. Some brands opt for gifts or exclusive member perks instead of direct price cuts.
After browsing multiple floors, Kha Nguyen (21, Tan Phu Ward, HCMC) observed, “Some stores genuinely offer deep discounts, but many display 60%-70% signs that are hard to miss. Upon closer inspection, the heavily discounted items are mostly outdated or out of style. The products shoppers actually want are either not discounted or only slightly reduced, so the deals aren’t as impressive as advertised.”
Notably, Uniqlo Le Thanh Ton, a highly anticipated brand, offered virtually no additional Black Friday deals. Having already hosted a “Customer Appreciation Week,” the store maintained its regular prices during Black Friday.
Thao Vy (28, Khanh Hoi Ward, HCMC) noted that while malls were busier, the discounts weren’t compelling enough to justify a purchase, especially with similar or better deals expected during 11-11 sales or year-end promotions.
Overall, consumers are becoming more discerning. Many compare prices online before buying in-store. While “mega sale” banners create a festive shopping atmosphere, attracting customers requires more than just flashy numbers—genuine discounts and quality products are key.
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