Black Friday 2025:

Black Friday, once a major shopping event in the US, has become increasingly familiar to Vietnamese consumers in recent years through a series of promotional programs, discounts, and sales promotions implemented by shopping malls, supermarkets, supply chains, and manufacturers. Black Friday 2025 is returning with a vibrant participation from retailers during the biggest shopping season of the year. However, observations indicate that the market is not yet booming, as consumers remain cautious about their spending.

Hà Nội Mới•26/11/2025

Consumers choose to buy electronics at an electronics store on Hai Ba Trung Street (Cua Nam Ward). *Photo: Nguyen Vinh*

The atmosphere is buzzing with discounts.

In late November 2025, Hanoi became even more vibrant with the Black Friday shopping atmosphere. Along streets like Ba Trieu, Chua Boc, and Nguyen Van Cu, stores simultaneously erected large black and red billboards, displaying signs advertising discounts of 50-90%, and continuously broadcasted promotional messages to attract customers. Not only in traditional stores, but many promotional programs also covered e-commerce platforms, social media, and corporate websites, creating a lively multi-channel shopping scene.

According to reports, the fashion and accessories sector continues to lead in terms of discounts. From women's fashion brands like Nem, Canifa, Elise… to men's fashion brands like Owen, May 10… and children's fashion, all are offering discounts of up to 70%. Shopping malls such as Aeon Mall Long Bien and Aeon Mall Ha Dong have seen an increase in customers since the beginning of the week, with discounts of up to 30-80% across most product categories. Specifically, household goods and fashion items are discounted up to 75%; cosmetics are discounted up to 58% with gifts included with purchases. Vincom shopping malls are also running major sales events at over 3,000 stores nationwide, featuring thousands of products from international and domestic brands with discounts up to 80%.

Not only that, electronics and household appliances are also the focus of this major sale. Televisions, washing machines, refrigerators, smartphones… are all discounted by up to 70%. MediaMart electronics supermarket chain is running a "Double the Discount - Double the Gifts" program, running from November 20th to December 5th. At MediaMart Hai Ba Trung (Cua Nam ward), most products have clearly displayed discounted prices, along with QR codes to check the original price, making it easy for buyers to compare. “We are committed to selling with honesty. All offers are publicly displayed on the website and on the shelves, ensuring customers see the exact discount,” said MediaMart Sales Director Vuong Tuan Anh.

In addition, essential products that rarely go on sale are also participating in this year's Black Friday sale. Many items such as cooking oil, laundry detergent, milk, and baby products are discounted by 20-50% and offered with free shipping, giving consumers more choices.

Shift strongly towards digital commerce.

Alongside in-store shopping, Black Friday 2025 saw a series of discount campaigns on e-commerce platforms. Shopee launched site-wide and category-specific discount codes (fashion, technology, household goods, etc.), along with cashback codes and free shipping, helping consumers save more on their purchases. This online retailer also organized numerous sales during "golden hours" with significant discounts on technology, household goods, and fashion products. Meanwhile, TikTok Shop also offered a series of deals at fixed prices of 9,000-99,000 VND; Lazada implemented unlimited free shipping…

Ms. Minh Phuong, a household goods sales employee at Aeon Mall Long Bien, said that most buyers had researched products beforehand, waiting for the "deepest discounts" or looking for discount codes. Many customers only went to the store to check the quality, then returned to buy online at a lower price. This has been a popular shopping trend in recent years.

Responding to this demand, stores are boosting multi-channel sales, including in-store displays and livestreaming, connecting purchases on Shopee, TikTok, and Facebook. This helps businesses expand their customer base and ensures they don't miss opportunities to attract shoppers during peak hours.

However, contrary to the enthusiastic promotional atmosphere, overall purchasing power remains lower than last year. Ms. Hoang Anh, an employee at a cosmetics store on Chua Boc Street, said: “This time, the store is offering discounts of 30-50%, but the number of customers is still not as high as expected. Buyers are being more cautious, especially with products online, to avoid misleading discounts.”

Notably, market data also shows a clear trend of cautious spending. Consumers exhibit this sentiment amidst economic uncertainty. However, they are still willing to spend if they find good deals and transparent information.

According to the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), currently, 49% of consumers shop entirely on digital platforms, with 70% using smartphones as their primary means. The agency predicts that Black Friday 2025 will be the "strongest boost since the beginning of the year," kicking off the Christmas and Lunar New Year shopping season, which accounts for the largest share of retail revenue in the year. It is projected that nationwide e-commerce sales in Q4 2025 will reach VND 105 trillion; and the total online retail volume for the year will reach USD 25-32 billion.

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