Consumers choose Vietnamese Tet gift baskets at GO! supermarket in Thanh Hoa during the peak year-end shopping season.
Observations at major supermarkets in the province such as GO! Thanh Hoa, Co.opmart, VinMart... show that the areas displaying Vietnamese goods, especially processed foods, agricultural products, confectionery, beverages, and OCOP products, always attract a large number of consumers. The Tet (Lunar New Year) stalls are attractively designed, with clear sections according to needs for gifting, family consumption, or convenient shopping, making it easy for people to choose. Representatives of several retail systems said that during the peak period leading up to Tet, Vietnamese goods account for about 85-90% of the total goods on display; many domestic products have seen a 20-30% increase in sales compared to normal days.
Not only in modern distribution channels, but also in traditional markets, which still play a significant role in the consumption lives of Thanh Hoa people, Vietnamese goods are dominant. Items such as high-quality rice, sausages, fermented pork rolls, fish sauce, vermicelli, and domestically produced confectionery are selling well, especially those with familiar brands and clear origins. Many small traders say that consumers are increasingly concerned about quality, food safety, and product origin, and are willing to prioritize Vietnamese goods if they meet criteria for reliability and reasonable prices.
The surge in Vietnamese goods during the 2026 Tet shopping season stems not only from increased market demand but also from thorough preparation by businesses. From the final months of 2025, many production facilities and distribution businesses in the province proactively developed plans to stockpile goods, expand production, improve packaging and designs, and diversify product lines for Tet. Gift sets and Tet combos "made in Vietnam" were carefully developed, catering to both consumer tastes and various customer segments.
From the perspective of a domestic business, Mr. Nguyen Van Luyen, Director of Ba Lang Foods Seafood Processing Co., Ltd. (Tinh Gia Ward), said that Tet (Lunar New Year) is always the peak consumption period of the year for processed seafood products, especially fish sauce and traditional products for gifting purposes. Since the end of 2025, the company has proactively developed plans to increase production, prepare raw materials, and diversify packaging to suit the tastes of the Tet market. According to Mr. Luyen, consumption during Tet usually increases 2.5 to 3 times compared to normal days, therefore early preparation and strict quality control are key factors in maintaining credibility with consumers. At the same time, the trend of consumers prioritizing Vietnamese products, especially those with clear origins and strong traditional values, is opening up many opportunities for domestic businesses, but it also places increasingly high demands on design, traceability, and food safety.
Along with processing businesses, Thanh Hoa's OCOP products and processed agricultural products continue to make their mark during this year's Tet holiday. Many products such as high-quality rice, fish sauce, turmeric starch, herbal tea, and processed rice and seafood products are not only well-received within the province but are also distributed in major cities and provinces. The application of OCOP labels, QR codes for traceability, and clear storytelling of the products have contributed to enhancing the trust and value of Vietnamese goods in the Tet market.
Besides traditional retail channels, e-commerce continues to be a "lever" helping Vietnamese goods reach consumers faster during peak seasons. Many businesses, cooperatives, and production households in Thanh Hoa have boosted sales through e-commerce platforms, social networks, and digital platforms. Promotional programs, live streaming sales for Tet (Lunar New Year), and support for intra-provincial shipping have been implemented flexibly, helping to expand the customer base, especially among young consumers. The number of online orders for domestically produced Tet goods increased sharply in the weeks leading up to Tet, contributing to reducing pressure on direct retail channels.
The support of state management agencies is also a crucial factor in accelerating the growth of Vietnamese goods. During the peak Tet holiday season in 2026, the province's functional departments and agencies strengthened efforts to connect supply and demand, organized programs to bring Vietnamese goods to rural areas, mountainous regions, and industrial zones; and simultaneously intensified market inspection and control, combating smuggling, trade fraud, and counterfeit and substandard goods. Maintaining stable supply and price stability for essential goods has created favorable conditions for Vietnamese goods to compete fairly and strengthened consumer confidence.
One noticeable trend during this year's Tet holiday shopping season is the increasingly prominent preference for Vietnamese products. In the context of a volatile economy , consumers are increasingly choosing high-quality, reasonably priced domestic products that meet their practical needs, rather than chasing expensive imported goods. This shift not only has economic significance but also contributes to boosting domestic production, creating jobs, and enhancing the competitiveness of Vietnamese businesses in the domestic market.
The peak shopping season for Tet (Lunar New Year) 2026 is entering its most vibrant phase, and Vietnamese goods in Thanh Hoa are showing strong growth in both supply scale and product quality. This is not only a positive sign for the upcoming Tet market, but also an important foundation for Vietnamese goods to continue winning over consumers in the long term, aiming for a sustainable domestic market with quality and reputation as core values.
Text and photos: Chi Pham
Source: https://baothanhhoa.vn/hang-viet-but-toc-trong-cao-diem-mua-sam-tet-2026-274923.htm
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