Traditional markets catch up with consumption, 'attracting' customers at the end of the year

Photo caption — Representatives of the Department of Industry and Trade of Ho Chi Minh City, local authorities and delegates cut the ribbon to open the promotional month at Pham Van Hai market.

The month of promotion focusing on and promoting cashless payments was first launched by the Department of Industry and Trade of Ho Chi Minh City at the traditional market on December 9, and will be a model to continue spreading the program to more than 400 traditional markets in Ho Chi Minh City.

Speaking at the event, Chairman of Tan Son Hoa Ward People's Committee (Ho Chi Minh City) Tran Minh Vu said that spreading the shopping season program at traditional markets has a positive meaning, promoting commercial activities at the market, helping traders increase revenue, stimulating the market. Not only bustling in modern retail systems, shopping season has created significant attraction for traditional markets, helping to maintain business rhythm at the markets during the peak season at the end of the year. Although it has only been implemented for more than a week, commercial activities at Pham Van Hai market (Tan Son Hoa ward, Ho Chi Minh City) have shown many positive signs.

Having been doing business at Pham Van Hai market (Tan Son Hoa ward, Ho Chi Minh city) for over 26 years, this is the first time Ms. Le Thi Xoan has responded to the concentrated promotional season by proactively reducing 20% compared to the listed price. Although the number of customers coming to the stall is not much and she is still hesitant about the "substance" of this discount program, Ms. Xoan still hopes for the program to spread.

“I also consider this an opportunity to thank customers who come to the market after a year. The discount will make shoppers happier, hopefully they will know about the market and shop more. With this discount, it is difficult for small traders to make a profit, but working for profit, hoping to sell more products is enough to make me happy,” Ms. Xoan shared.

Similarly, many traders at the market also expect the shopping season program to attract more people to traditional markets, instead of just shopping at shopping centers, supermarkets, and convenience stores. Many discounts are offered, from 10-50%, or buy one get one free, depending on the actual product category, from fashion to cuisine , consumer goods, helping market goers proactively choose the items they like at reasonable prices.

“Although it was my first time at the market today, I found the vendors very cheerful and pleasant. With these pants, I got a discount of about 20%, equivalent to nearly 50,000 VND, and I found the price to be comparable to the quality. Knowing that this shopping season program will last until the end of December, I will visit and come back to shop when necessary,” said Ms. Hoa, a visitor to Pham Van Hai market.

According to Ms. Bui Thi Anh Nguyet, Deputy Manager of Tan Son Hoa Ward Market (manager of Pham Van Hai Market), this program attracted 65 traders to participate with many practical products. Although the number is still small compared to the total of 410 stalls in the market, it shows the boldness and expectation of traders in actively attracting people to the market, reviving the vitality of traditional markets.

“We will also continue to encourage traders who have not yet participated, to show them the purpose and meaning of the program. We will also review and evaluate the effectiveness of the program. If it is effective, it can be implemented until Tet. This is a very meaningful program for traditional markets at a time when purchasing power at the market is increasingly declining, because thanks to discount and promotion activities, people and tourists will happily go to the market, traders will consume more goods, and revenue will increase,” said Ms. Nguyet.

Along with promotional activities, discounts, and attracting people to the market with real effectiveness, traders also actively responded to the cashless payment movement at the market. Many traders said that currently, most people going to the market pay through the application, which is convenient, fast, transparent, and limits confusion. In addition, Pham Van Hai market has also actively transformed its operating model, guiding traders to conduct online transactions, and building a civilized and modern market model.

“The collection and payment activities via the app are very convenient. As for the people going to the market, only a few elderly people are not used to transferring money on the phone, the majority of people pay online. I hope that with this shopping season program, cashless payment activities will be more enthusiastically responded to by people going to the market,” said a trader at Pham Van Hai market.

According to the Department of Industry and Trade of Ho Chi Minh City, the city currently has over 400 traditional markets, most of which are struggling to compete with modern commerce. Therefore, promotional activities and demand stimulation at the market are considered an effective solution to make people excited to go shopping, helping to improve purchasing power. This is the first time the shopping season has returned to traditional markets, but the positive response of traders shows the program's influence, and is an indication to continue to expand to many other traditional markets in the area.

“This is the first time that traditional sales channels have responded to the shopping season program, showing that small traders are also joining hands and being unanimous in stimulating consumption and year-end shopping. This is also an opportunity for us to learn about the wishes, advantages and difficulties of small traders to design and implement more effective and practical promotional programs, how to continue to improve purchasing power in traditional channels, help small traders increase revenue, and build a civilized commercial image of Ho Chi Minh City”, Mr. Nguyen Nguyen Phuong, Deputy Director of the Department of Industry and Trade of Ho Chi Minh City shared.

Ho Chi Minh City's trade and consumption activities in the first 11 months of 2025 continued to be vibrant with a growth rate of 15.4% over the same period. To achieve the target of increasing by at least 18% for the whole year, the Department of Industry and Trade will continue to promote promotional activities, stimulate consumption, encourage and create momentum to spread to traditional trade channels, helping small traders, retail systems, businesses and the City "race" to the finish line.

Source: https://baotintuc.vn/kinh-te/cho-truyen-thong-bat-nhip-tieu-dung-hut-khach-cuoi-nam-20251209165409674.htm