Black Friday 2025: Despite massive sales, shoppers remain scarce.

VTV.vn - Black Friday, the major shopping event originating from the US, officially takes place in Vietnam today, November 28th.

Photo: Ngoc Hien

A series of signs advertising massive discounts and sales.

In Vietnam, Black Friday 2025 officially took place on Friday, November 28th. However, unlike the crowded atmosphere and long queues of shoppers in previous years, this year presented a stark contrast: stores simultaneously launched massive discounts, but actual purchasing power did not surge as expected.

Leading up to Black Friday, the shopping atmosphere has been heating up in major cities for days. In Hanoi, numerous stores in shopping malls and on fashion streets such as Chua Boc, Cau Giay, and Ba Trieu have launched early discount programs to stimulate consumer spending.

A banner advertising 80% off for Black Friday is displayed right at the entrance of the shopping mall. Photo: Ngoc Hien.

Many international and domestic brands are offering discounts of 30-50%, and some even as much as 70-80%. From fashion, cosmetics, and accessories to household goods and electronics, almost all items are included in this sale.

Numerous brands and stores displayed signs advertising massive discounts on Black Friday. Photo: Ngoc Hien

Black Friday, a major shopping event originating in the United States, takes place on the Friday immediately following Thanksgiving, usually at the end of November. It's considered the kickoff point for the year-end shopping season in many countries. Over the past decade or so, this event has spread to many Asian countries, including Vietnam, becoming a significant stimulus for both traditional in-store and e-commerce shopping.

Large shopping malls have also started launching early promotions, decorating with eye-catching banners and extending opening hours to welcome customers. Some stores have reported significantly longer queues for trying on clothes and paying than usual, with the number of shoppers doubling according to sales staff.

However, the reality is that not all "mega sales" programs are as attractive as they are advertised.

Many stores are only offering discounts of 10% - 30%, mainly on older models, odd sizes, or products that are no longer "out of trend." Some brands are choosing to offer gifts or special deals to loyal customers instead of directly reducing the selling price. Photo: Ngoc Hien.

Mr. Minh Nhat (Ba Dinh, Hanoi ) said after touring the floors at Vincom: "Some places really do offer discounts, but many stores display signs advertising 60% - 70% off, which is quite shocking. When you go inside, the heavily discounted items are mostly old, outdated models; most of the items customers need are either not discounted or only slightly discounted, so the prices aren't as 'amazing' as advertised."

Notably, Uniqlo at Metropolis Lieu Giai, a highly anticipated brand, offered almost no additional Black Friday deals. The brand had already held a "Customer Appreciation Week" beforehand, so Black Friday prices remained unchanged.

Ms. Thao Vy (Ngoc Ha, Hanoi) shared that although shopping malls are more crowded, the discounts aren't attractive enough to justify spending money, especially since 11-11 sales or year-end sales often offer similar or even better deals. Photo: Ngoc Hien.

Generally speaking, consumers are becoming increasingly discerning. Many people now compare prices online before deciding to buy in-store. While "huge sale" banners create a lively atmosphere for the shopping season, to win over customers, the discount and product quality need to be better, rather than just attracting attention with large numbers on banners.

Many customers come primarily to check prices or try out products, resulting in a low conversion rate. The 30-50% discount signs have become a year-round sight, so customers are used to them and no longer pay attention.

Disappointment with the quality of sale items.

Speaking to VTV Times, Mr. Hoang Vu, a marketing solutions expert, said that one of the main reasons Black Friday is no longer as attractive as before is the change in consumer psychology and the failure to meet expectations in customer experiences.

Customers are now more cautious, no longer buying impulsively just because it's on sale. They have a habit of comparing prices beforehand, checking product quality, and considering their actual needs before making a decision. Many have learned from previous sales seasons where some places raised prices before offering discounts.

Many consumers are disappointed that items discounted by as much as 60-70% are often old stock, leftover items, outdated styles, or only available in oversized (too small or too large) dimensions. New products, bestsellers, or high-quality items are usually only discounted slightly by 15-30%, or even sold at full price. Photo: Ngoc Hien

In reality, Black Friday is losing its special appeal due to year-round online promotions, such as "double-day sales" (October 10th, November 11th, December 12th), "monthly super sales," or livestream sales. Many young customers say they mainly shop on e-commerce platforms.

Prices at physical stores are often higher than online purchases, even during Black Friday. Ms. Khanh Linh (Tay Ho, Hanoi) cited an example: a dress she liked was listed at 795,000 VND in a store without a discount, but when purchased online using a discount code, it only cost 659,000 VND. Online shopping is also more convenient, avoiding crowds, offering lower prices, and having better return policies.

In the current difficult economic climate, consumers tend to tighten their spending, prioritizing essential items. Many customers now choose to wait until Black Friday to see if brands offer deeper discounts, or to avoid impulsive purchases that they might regret later. Photo: Ngoc Hien.

Although purchasing power hasn't yet exploded, many stores still expect a significant increase in revenue this year thanks to year-end shopping demand. This is the biggest year-end sale ever.

Retailers anticipate a surge in shoppers on the streets and in shopping malls starting the evening of November 27th, and expect sales to rebound during the crucial three days of Black Friday, the weekend, and Cyber ​​Monday. Currently, stores are rushing to finalize displays, check inventory, and tighten payment procedures in preparation for the "shopping extravaganza."

At supermarkets, promotional programs are also being applied with a series of attractive deals. Photo: Ngoc Hien.

To win over increasingly discerning consumers, experts believe that discounts and product quality need to be genuinely better, rather than just appealing with large numbers on advertising banners.

Source: https://vtv.vn/black-friday-2025-sale-sap-san-van-vang-khach-mua-100251128123836092.htm