Black Friday 2025:

Not only is it an American shopping festival, in recent years, Black Friday has become familiar to Vietnamese consumers through a series of consumer stimulus programs, promotions, and discounts implemented by shopping centers, supermarkets, supply chains, manufacturers, etc. Black Friday 2025 is returning with the bustling participation of retailers in the biggest shopping season of the year. However, according to records, at this time, the market is still not bustling in the context of consumers still spending cautiously.

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

Exciting discount atmosphere

In the last days of November 2025, Hanoi became more vibrant with the Black Friday shopping atmosphere. Along Ba Trieu, Chua Boc, Nguyen Van Cu streets..., stores simultaneously set up large black and red billboards, hung signs with 50-90% discounts, and continuously used loudspeakers to invite customers. Not only at traditional stores, many promotional programs also covered e-commerce platforms, social networks, and business websites, creating a vibrant multi-channel shopping picture.

According to records, the fashion and accessories group still leads in terms of discounts. From women's fashion brands such as Nem, Canifa, Elise..., to men's fashion such as Owen, May 10... or children's fashion, all launched discount programs of up to 70%. Shopping malls such as Aeon Mall Long Bien, Aeon Mall Ha Dong recorded an increase in the number of customers from the beginning of the week when discounts were up to 30-80% in most product categories. In particular, the household - fashion group reduced up to 75%; cosmetics were discounted up to 58% with gift receipts. Vincom shopping malls also launched a big discount campaign at more than 3,000 booths nationwide, with thousands of products from international brands to domestic products with discounts of up to 80%.

Not only that, electronics and home appliances are also the focus of this big discount. TVs, washing machines, refrigerators, smartphones... are all discounted up to 70%. At the MediaMart electronics supermarket system, the program "Really 2 times discount - Double the great gift" is being implemented, applied from November 20 to December 5. At MediaMart Hai Ba Trung (Cua Nam ward), most products have clearly listed discounted prices, with QR codes to access the original price, making it easy for buyers to compare. "We advocate selling with the truth. All promotions are public on the website and on the shelves, ensuring that customers see the correct discount level," said MediaMart Sales Director Vuong Tuan Anh.

In addition, essential products that are rarely discounted also join the Black Friday race this year. Many items such as cooking oil, laundry detergent, milk, baby products, etc. are all discounted by 20-50% and are supported with free shipping, giving consumers more options.

Shifting to digital commerce

Along with in-person shopping, Black Friday 2025 witnessed a series of discount campaigns on e-commerce platforms. Shopee launched discount codes across the platform and by product category (fashion, technology, home appliances, etc.), along with discount codes for cashback, free shipping, etc. to help consumers save more on their purchases. This online retailer also organized many discount campaigns during "golden" hours with heavily discounted technology, home appliances, fashion products, etc. Meanwhile, TikTok Shop also launched a series of promotions at fixed prices of 9,000-99,000 VND; Lazada implemented unlimited free shipping, etc.

Ms. Minh Phuong, a home appliance saleswoman at Aeon Mall Long Bien, said that most buyers have surveyed the products in advance, waiting for the right time for the "deepest discount" or watch for discount codes. Many customers only go to the store to see the real quality, then come back to buy on the floor at a lower price. This has been a popular shopping trend in recent years.

To meet this demand, stores are promoting multi-channel sales including: On-site display, livestream (live broadcast) connecting purchases on Shopee - TikTok - Facebook. This helps businesses expand their customer base and ensure they do not miss the opportunity to attract "shopping" customers during prime hours.

However, up to this point, in contrast to the bustling promotional atmosphere, purchasing power is generally lower than last year. Ms. Hoang Anh, an employee at a cosmetics store on Chua Boc Street, said: "On this occasion, the store has a 30-50% discount but the number of customers is still not as crowded as expected. Buyers should consider more carefully, especially with online products to avoid fake discounts."

Notably, market data also shows that the trend of cautious spending is quite obvious. Consumers have this mentality in the context of many economic fluctuations. However, they are still willing to "open their wallets" if they find products with good prices 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, of which 70% use smartphones as the main means. This agency believes that Black Friday 2025 is the "strongest boost since the beginning of the year", opening the Christmas - Lunar New Year shopping season, which accounts for the largest proportion of the retail industry's revenue in the year. It is expected that the country's e-commerce sales in the fourth quarter of 2025 will reach 105,000 billion VND; the scale of online retail sales for the whole year will reach 25-32 billion USD.

Source: https://hanoimoi.vn/black-friday-2025-khuyen-mai-ram-ro-nguoi-mua-van-than-trong-724700.html