Another quiet Lunar New Year season.

Slow consumption

Due to habit, at the end of the year, Mr. Nguyen Tuan Khoa (Tay Nha Trang ward) usually buys a desk calendar and a wall calendar block for use. “I usually use the desk calendar to note down daily tasks, and the wall calendar for family members to check the dates. About six years ago, choosing calendars was quite enjoyable as I could look at and select from a wide variety of Tet calendars. The decision to buy a specific product also reflected the customer's taste. But in recent years, the pleasure of choosing Tet calendars has gradually faded; now I buy calendars to fulfill a habit. This year, due to being busy with post-flood recovery efforts, I bought calendars later than in previous years,” Mr. Khoa said.

Customers view the Lunar New Year calendar at Thong Nhat Bookstore Center.

Visiting several establishments selling Tet calendars such as Tan Tien Book Center, Thong Nhat Book Center, Hai Quan Book Center, Phuoc Hai Book Center, Vinh Phuoc Book Center (belonging to Khanh Hoa Book Publishing Joint Stock Company), Fahasa Nha Trang Bookstore (within the GO! Nha Trang Supermarket complex)..., reporters observed a sluggish demand for these cultural items. These establishments, which started selling Tet calendars in October, are strategically located in prime areas, attractively decorated, and offer promotional programs to attract customers. However, the calendar displays still receive little attention from customers, and the daily sales volume is not meeting expectations. The designs of the small, medium, and large-sized block calendars mainly retain the two main colors of red and gold, along with images of horses – the mascot of the Year of the Horse (Binh Ngo), and some calendars feature images of historical sites and scenic spots... Besides traditional themes such as: Wealth, Fortune, and Happiness; Success; Happy New Year! This year's Tet calendar also has the theme "Vietnam: An Era of Prosperity". The price of block calendars varies depending on size, ranging from 100,000 VND to over 700,000 VND per copy; however, extra-large and super-extra-large block calendars are rare on the market. Desk calendars and wall calendars range from about 20,000 to over 100,000 VND per copy, with rather simple designs and uninspiring colors and images. The 2026 Tet calendars are mainly produced by publishers such as: Hong Duc Publishing House, Ho Chi Minh City University of Education Publishing House, Van Lang Publishing House, Industrial Technology Publishing House, Hai Phong Publishing House, or companies like An Hao, Hoa Nien Design, Huong Trang, and Khang Viet.

According to Mr. Le Thanh Tung, store manager of Thong Nhat Bookstore Center: “The selling price of Tet calendars for 2026 has not fluctuated much compared to last year. However, this year, the Tet calendar market is somewhat quieter. Currently, the number of customers buying calendars is showing signs of increasing.” A representative from Fahasa Nha Trang Bookstore said that usually, the beginning of December is when Tet calendars start selling well, but this year, even by mid-December, customers are still buying very few calendars, despite promotional programs offering discounts of 10 to 30%. The slow sales of Tet calendars have affected the store's revenue in the last months of the year.

Besides the retail customer segment, the segment of Lunar New Year calendars with corporate clients ordering large quantities for gifting purposes also saw a decline in popularity. This is partly due to cost-cutting measures and changes in how companies and businesses show appreciation to their customers and partners.

Online Lunar New Year calendars are becoming more vibrant.

On another note, the online Lunar New Year calendar market is showing its own unique vibrancy. On social media platforms like TikTok and Facebook, and several e-commerce sites, it's easy for customers to watch live streams selling calendars, or find online stores selling Lunar New Year calendars of all types, sizes, and prices. This year's online Lunar New Year calendar market has seen a trend among young people ordering calendars with their own photos or those of their relatives and friends in a humorous style. Some calendar designs that integrate QR code scanning technology to view 3D videos displaying greetings or brand advertisements are also receiving customer attention. However, the risks of buying calendars online include counterfeit or low-quality products with unclear origins.

For many people, a Lunar New Year calendar is not simply a piece of paper recording dates; it's a cultural publication. Therefore, every New Year, many people buy calendars to hang in their homes, both as decorative items and for daily use. However, over time, the habit of using paper calendars has tended to change. Furthermore, the difficult economic situation has led many families to cut back on this expense when there are other more important things to spend money on.

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