Tet holiday and shopping habit of Vietnamese consumer

24Jan2025

B&Company

B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.

In this section “Vietnam Briefing”, young researchers of B&Company will provide timely information of Vietnam’s industrial trends, consumer trends, and social movements.

This article is written in English and automatic translation is used for other language versions. Please refer to the English version for accurate content. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher.

Tet Nguyen Dan, commonly known as Tet, is the most significant and widely celebrated holiday in Vietnam. As the Vietnamese Lunar New Year, it marks the arrival of spring and serves as a time for family reunions, honoring ancestors, and welcoming the new year with hopes for prosperity and happiness. The festive spirit of Tet is deeply rooted in Vietnamese culture, and one of the most fascinating aspects of the holiday is the shopping behavior of people as they prepare for the celebrations.

The Significance of Tet

Tet falls between late January and mid-February, depending on the lunar calendar. The Tet holiday typically provides 7 to 9 days off, depending on government regulations and the alignment of the lunar and Gregorian calendars. Beyond marking the transition from one year to another, Tet is a spiritual event that emphasizes familial bonds, cultural traditions, and personal growth.

In the weeks leading up to Tet, Vietnamese people clean their homes thoroughly to sweep away bad luck and decorate with symbols of good fortune, such as kumquat trees, peach blossoms, and red envelopes. Families also set up altars with offerings of fruits, flowers, and food to honor ancestors and invite their spirits to join the celebrations. Additionally, Tet is a time for forgiveness, settling debts, and renewing relationships, symbolizing a fresh start.

Tet holiday in Vietnam

Source: State management magazine

Shopping habit of Vietnamese consumer for Tet Vietnam

Timing of Tet Shopping

A 2023 survey of 1,540 people revealed that 17% of respondents preferred shopping for Tet items at the end of December, making it one of the key periods for holiday preparations.

Most popular shopping period for Tet Vietnam 2023

Source: Statista

Popular Items for Tet

A separate survey of 557 people identified the five most popular spending categories for Tet in 2023: gifting, clothing, lucky money, confectionery, and perishable food. The survey highlighted the average budget allocated for these items:

– Lucky money: 3.5 million VND

– Tet gifting: 2.5 million VND

– Clothing: 2 million VND

– Confectionery: 0.7 million VND

– Perishable food: 1.2 million VND

Expenditure of some main items for coming Tet in 2023

Source: Cimigo

The growing focus on health, especially after the COVID-19 pandemic, has fueled the demand for healthy food and beverage products, organic items, and high-quality imported goods during Tet.

Average spending on gifts

A 2024 survey of 3,493 people revealed that over half of the respondents intended to spend 1 to 5 million VND on gifts (including lucky money and Tet gifts) for Tet 2025, making it the most popular spending range per adult. Notably, the percentage of people spending less than 1 million VND on gifts increased from 12% to 14%, while those spending over 5 million VND rose from 32% to 34%.

Average spending on gifts per adult for Tet in Vietnam from 2018 to 2025

Source: Statista

For Tet gift baskets, the trend of including imported products is becoming increasingly popular among high-end customers. These baskets, often priced at over 1 million VND, typically include items such as Japanese confectionery, alcoholic beverages, fruits, and specialty foods.

Tet gift baskets including Japanese products

Source: Akuruhi

Shopping channels

For Tet 2023, a survey of 557 people revealed that supermarkets (70%) and wet markets (31%) were the most popular shopping channels. However, there is a noticeable shift in consumer behavior from traditional trade to modern trade and e-commerce platforms. As a result, the demand for Tet shopping is expected to grow in supermarkets, mini-marts, and online channels in Tet 2025 and the years to come.

Most often shopping channels for 2023 Tet purchase

Source: Cimigo

Conclusion

Tet shopping habits reflect the cultural values and evolving consumer preferences of Vietnamese people. As traditions merge with modern lifestyles, trends such as health-conscious products, imported goods, and the shift to modern retail and e-commerce are expected to shape the future of Tet preparations.

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