With only a few days left until the Lunar New Year of the Horse 2026, the retail market is entering its peak season, but the shopping atmosphere remains quite subdued. Purchasing power is increasing slowly, and people tend to be more cautious about spending compared to previous years, forcing retail businesses and supermarkets to intensify promotions to stimulate consumer demand.
Purchasing power is increasing slowly, and consumers are tightening their spending.
Observations at many large supermarket chains show that Tet holiday goods are displayed abundantly and attractively right at the entrance to attract customers. Discount and promotional programs are continuously launched to boost sales. However, purchasing power is still not as vibrant as expected.
Not only are consumers limiting spending on non-essential items, but many are also being more cautious about everyday consumer goods. Ms. Thu Huong (Cau Giay ward, Hanoi ) said that this year her family removed alcohol from their Tet gift basket, replacing it with domestic cakes and candies to save costs.
According to her, the current shopping criteria are to limit the variety of items, prioritizing quality products at reasonable prices. At the same time, she has noticed that the prices of many items have increased slightly compared to last year, so she proactively looks for promotions, accumulates points, and takes advantage of discounts from retailers.
Supermarkets are stepping up promotional programs to stimulate Tet holiday shopping (Photo: Huynh Anh).
Similarly, Mr. Hoang Nam (Dong Da ward, Hanoi) said that this year's gift-giving trend leans towards products that are good for health rather than those that are ostentatious. His family prioritizes imported fruits such as Japanese apples, peony grapes, Korean strawberries, or American cherries – items that are currently discounted in many supermarkets, so their spending remains within control.
According to an employee at a WinMart store in Hanoi, in previous years, customer numbers increased sharply from the beginning of the twelfth lunar month, but this year, purchasing power has increased slowly and has only really become vibrant in the last few days. Consumers often concentrate their shopping on times when supermarkets launch major promotions to optimize costs.
In traditional markets, the atmosphere is also quite sluggish, with few customers, causing traders to be hesitant to stock up on goods. Many sellers hope that purchasing power will improve from the 23rd day of the 12th lunar month - the day of worshipping the Kitchen God, which is considered the peak shopping season for Tet.
Retail businesses are increasing incentives to stimulate demand.
Faced with slow consumer demand and cautious spending habits, retail systems have proactively adjusted their business strategies, focusing on price stabilization and expanding promotional programs. The GO! supermarket chain launched a non-profit fresh pork sale program from January 29th to February 12th (until the 25th day of the Lunar New Year), applicable to various products such as pork belly, pork leg, pork shoulder, pork thigh, and pork chops.
In addition to discounts, many supermarkets also organize mini-games, experiential activities, and accompanying promotions to increase interaction with customers during the peak year-end period. These programs focus on fresh food, household goods, and fast-moving consumer goods, offering lower prices than the listed price when certain shopping conditions are met.
Observations on February 6th at large supermarkets like GO! Thang Long (Hanoi) showed a considerable number of customers both during the day and in the evening, while smaller supermarkets remained less crowded. Consumers mainly concentrated at the confectionery, dry goods, and Tet gift basket sections – product categories that were commonly discounted by 20-40%.
To prepare for Tet (Lunar New Year) 2026, WinMart has announced that it has increased its inventory by approximately 25% compared to normal days to meet the expected 20-25% increase in purchasing power during the peak period. Key product categories include confectionery, beverages, and essential goods for family meals; dry goods such as rice and cooking oil have also seen increased production, with rice supply increasing by about 20% to ensure a stable supply.
Customers are mainly concentrated in large supermarkets with a wide variety of goods (Photo: Minh Huyen).
A representative from WinMart noted that while purchasing power during this year's Tet holiday remains high, consumer behavior has become more cautious, with people prioritizing products of consistent quality, familiar brands, and reasonable prices. In response to this trend, the company has adjusted its product portfolio to focus on essential goods, fast-moving consumer goods, and products for traditional Tet celebrations.
Accordingly, the confectionery and beverage group has expanded in variety, price range, and design, offering gift baskets and boxes suitable for gifting and family consumption. Packaged beverages in packs and cartons are also prioritized to meet the needs for stockpiling and entertaining guests during Tet.
In addition, retailers said they have coordinated with suppliers to maintain stable prices for essential items such as rice, cooking oil, and spices. Many promotional programs, running from the beginning of January to the end of February, offer discounts on thousands of products, helping consumers save money amidst more careful spending.
Source: https://dantri.com.vn/kinh-doanh/nguoi-dan-de-dat-sam-tet-sieu-thi-don-dap-giam-gia-20260207205414012.htm
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