Exciting shopping on Singles' Day

This year's Singles' Day (November 11th) was vibrant not only on e-commerce platforms but also in fashion stores and shopping malls. Many people hunted for deals from midnight, while many offline stores also attracted customers with a series of big promotions.

Consumers go shopping and "hunt" for discounted items on Singles' Day, November 11th - Photo: TRUONG LINH

According to many businesspeople, in recent years, Singles' Day is no longer just a program "following" China's trend, but has become a genuine season for stimulating demand in Vietnam.

This event is considered the opening event for the year-end (autumn-winter) sales season, and also serves as an opportunity to "test" customer reactions, helping sellers make adjustments for major year-end promotions.

Online deal hunt, livestream sales skyrocket.

According to Tuoi Tre newspaper, from the early morning of November 11th, numerous livestream sessions by famous KOLs (Key Opinion Leaders) simultaneously took place on e-commerce platforms such as Shopee, TikTok Shop, Lazada, etc., offering 30% discount vouchers.

Nguyen Thao (23 years old) said she had prepared her "11-11 shopping cart" nearly two weeks in advance. "I prepared 6 items, and paid immediately at midnight. Cosmetics and kitchenware were heavily discounted, and shipping was free, so I was able to buy them quite cheaply," Thao shared, her hand still glued to the screen as she waited for the next discount code.

Similarly, HLQ (27 years old) said she constantly scrolled through her phone and watched livestreams to find the deepest discounts. "At the end of the year, many cosmetic brands will release limited-edition collections, which are already more affordable than individual products, but if you can catch a sale, the price will be even cheaper," Ms. Q said.

A KOL (Key Opinion Leader) specializing in selling cosmetics sold out within minutes of going live. Many products were immediately marked "out of vouchers," forcing viewers to constantly watch to be able to click and buy, even though the KOL had previously announced that the live session would have "thousands of different vouchers."

On e-commerce platforms, the best-selling product categories include cosmetics, handbags, phone accessories, and small household items such as mini blenders, rechargeable fans, and food containers.

Products priced between 100,000 and 350,000 VND are selling best thanks to ongoing voucher promotions. Cosmetics, especially those with significant discounts, are attracting a lot of customer attention.

Despite the rush to "hunt for deals," many consumers remain wary of deceptive promotional tactics. TNA (27 years old) said she had been tracking an air fryer for two weeks, waiting until the 11-11 sale to buy it.

"However, instead of the previous price of 1.3 million, the seller quoted 1.4 million but reduced it to 1.2 million, so the actual price reduction wasn't much," Ms. A said.

Offline stores are just as bustling.

This year's 11-11 shopping frenzy has spread to physical stores as well. Many fashion chains like Mango, Li-Ning, Crocs, etc., have simultaneously displayed signs advertising "11.11 sale 11%" or end-of-season super sales... Beyond just promotions, many brands have also organized special events to "celebrate" November 11th.

Pepero, a famous Korean snack brand, has created an impressive display area at Lotte Mall West Lake in Hanoi, featuring a modern, vibrant, and distinctly Korean design. Visitors can take photos, experience the products, and receive many unique gifts during "Pepero Day 11.11".

In particular, the image of the popular K-pop group Stray Kids – Pepero's global ambassadors – is vividly recreated in the photobooth area, giving K-pop fans the opportunity to "meet their idols" in the most special way.

Meanwhile, WinMart/WinMart+ supermarkets and stores nationwide are launching a series of programs called "Festival of Gratitude, Full of Family Flavors" with hundreds of essential products from reputable brands simultaneously discounted up to 50%, buy one get one free, buy two get one free, such as MEATDeli meat, VINABEEF ground beef, Envy apples from New Zealand, Nam Ngu fish sauce, etc.

Lotte Mart supermarket chain is implementing numerous promotional programs and discounts of up to 50% on many items, especially focusing on essential products such as cooking oil, milk, and household goods. Many other retailers such as MM Mega Market and BigC have stated that after the 11-11 sale, they will enter the peak shopping season at the end of the year with a series of programs to stimulate shopping demand.

Many retailers affirmed that despite facing significant pressure from rising input costs and exchange rates, they will strive to work with suppliers to stabilize prices to the best of their ability. Priority will be given to keeping prices stable for essential goods and items included in the city's market stabilization program before, during, and after the Lunar New Year.

According to observations, a prominent trend this year is consumers combining online and offline channels for shopping. Many fashion and electronics chains are adopting the "buy online - pick up in store" model, citing customers' desire for guaranteed quality while still taking advantage of significant discounts offered by online platforms.

"Online and offline shopping channels often complement each other. Customers are informed about the products and services, and they visit stores to compare prices and find the best deal," said a representative from a clothing store.

A young person swipes their credit card to shop at a shopping mall in Ho Chi Minh City on Singles' Day, November 11th - Photo: MY YEN

Deep discount race

Considered the opening event for the year-end (autumn-winter) sales season, this year's Singles' Day witnessed a fierce price war and deep discounts offered by e-commerce platforms and online retail systems.

For example, Lazada launched its 11-11 sale with a series of attractive offers: vouchers up to 15% off, subsidies of 11 million VND, and thousands of flash deals at a flat price of 11,000 VND each day. Shopee released Voucher Xtra, offering a 20% discount up to 11 million VND for orders from 20 million VND, applicable to products labeled with Voucher Xtra.

FPT Shop's system targets office workers and professionals seeking stress relief, sales, and energy boosts to excel during the year-end KPI season. Many hot technology products, electronic devices, and accessories are discounted by up to 50%.

Meanwhile, Dien May Xanh is offering discounts of up to 30% on many products including phones, laptops, electronics, and home appliances; and up to 50% off on many household items, accessories, and watches.

Di Dong Viet Mobile System launches a buy-one-get-one-free promotion with many valuable gifts, applicable to a range of genuine technology and household products. 24hStore launches a program to upgrade from iPhone 15 Series to iPhone 16 Pro Max, receiving AirPods 4 or vouchers up to 2.5 million VND...

Many large-scale stimulus programs

In a recent interview with Tuoi Tre newspaper, a leader from the Ho Chi Minh City Department of Industry and Trade stated that the strong growth in the past period was driven by various activities, including the aggressive promotional and discount programs actively implemented by major businesses and retailers.

To achieve double-digit growth targets in 2025, the industry and trade sector announced that from now until the end of the year, the city will continue to implement many large-scale stimulus programs, most notably a concentrated promotional program with over 6,000 participating businesses.

The Supply-Demand Connection Week is scheduled to be held from December 19th to 21st in the Vung Tau area, and the Swiftlet Festival from December 12th to 14th aims to attract tourists and promote the product.

Truong Linh - Duc Thien - Nguyen Tri

Source: https://tuoitre.vn/soi-dong-mua-sam-ngay-doc-than-2025111207471983.htm