Why is the 'Wishing Paper Street' in Ho Chi Minh City deserted during Halloween?

Halloween - Ảnh 1. — A stall on Hai Thuong Lan Ong Street - Photo: HUYEN TRAN

According to Tuoi Tre Online 's observations at Hai Thuong Lan Ong street in Cho Lon ward, known as the "paper effigy market" of Ho Chi Minh City, which is usually bustling with customers, it is witnessing a desolate scene after the Mid-Autumn Festival.

The stalls, once covered in the characteristic orange and black colors of Halloween, now only have a few customers stopping by to look around before leaving.

The prices are low, but it's still hard to get buyers to open their wallets.

Along the street, stalls were covered with masks, pumpkins, cloaks, skulls, mannequins, decorative garlands, and more, but there were few customers. Many vendors simply sat waiting for customers or adjusting their goods to keep their hands busy.

Mr. Nguyen Ngoc Phong, a small business owner in Cho Lon ward, said that this year the goods are more abundant than in previous years, and sellers are also proactively lowering prices significantly to stimulate demand from buyers.

Specifically, the small plastic pumpkins without lights are currently priced at around 25,000 VND each, while those with lights sell for 30,000 VND, making them the best-selling product this year.

Compared to last year, prices have decreased by about 10,000-15,000 VND per item. At that time, pumpkins without lights were sold for 35,000 VND, while those with lights ranged from 40,000-45,000 VND.

Phong shared: "I only sell pure Halloween items, not combining them with Christmas products like some other stalls. My customers are mainly businesses buying them to decorate offices, cafes, or shops; while the group of students, who used to be the main individual buyers, has decreased significantly."

In previous years, the number of customers would start pouring in from mid-October, and sometimes we had to work late into the night to keep up with deliveries.

According to this small business owner, in previous years, the shop would be bustling with customers by mid-October. However, in recent years, there have been days when they only sold a few odds and ends from morning to night, not enough to cover rent and employee salaries.

Mr. Le Phat Loc, a small business owner on the same street, said that all the items here are under 100,000 VND to make it easier for customers to choose, but sales are still very slow.

"In recent years, online sales have almost completely taken over the market share, so we have to compete on both price and design. Furthermore, the unpredictable weather, with alternating rain and sunshine, also makes customers reluctant to go shopping," Mr. Loc said. Even so, compared to the Mid-Autumn Festival, this year's Halloween season is still "easier to handle."

Not only small business owners, but many customers also admit that the prices of Halloween items this year are significantly "softer" than in previous years.

Mr. Tran Van Nam, residing in Binh Dong ward, said he usually doesn't pay much attention to Halloween, so he rarely buys decorations. But this year, seeing many decorations at quite cheap prices, he chose to buy a small pumpkin with lights for 30,000 VND.

"Even though it's a small item, the kids like it, and I'm happy to buy it for them. It's like having a toy and decorating their room to make it more lively. In recent years, the economy has been difficult, and we have to be more careful with our family's expenses. It would be a waste to spend a few hundred thousand dong on toys that will only last a few days before being put away," said Mr. Nam.

'Phố hàng mã' tại TP.HCM vắng lặng mùa Halloween, vì sao? - Ảnh 2. — Consumers choose to buy Halloween decorations - Photo: HUYEN TRAN

Is consumer spending declining due to competition from e-commerce?

Not only are small business owners affected by weak purchasing power, but they are also facing difficulties due to intense competition from e-commerce platforms. Consumers now tend to order home decorations online, which are cheaper and delivered to their doorsteps, causing a significant decrease in the number of customers buying directly from physical stores.

At Parc Mall (Chanh Hung Ward, Ho Chi Minh City), the number of shoppers in the days leading up to the holiday is also sparser than in previous years.

According to Mr. Do Hoang Minh, head of fashion management at Parc Mall, the Halloween items at the shopping mall are quite diverse, ranging from pumpkins, tinsel, masks, etc., but children's costumes are the best-selling, with prices ranging from 70,000 to 500,000 VND depending on the design and material.

In addition, to stimulate shopping, the store is implementing a 10% discount program on all products in the days leading up to the holiday. "Seasonal items are to create a more vibrant atmosphere and to spread the spirit of this festival closer to customers," Minh explained.

According to observations, at supermarkets, bookstores, and shops in Ho Chi Minh City, despite it being Halloween, many places have removed their Halloween decorations and replaced them with Christmas and New Year decorations.