Retail market has high expectations for the year-end shopping season

With less than two months left until the end of 2025, retail businesses are entering the "sprint" phase with a series of promotional programs to stimulate consumption.

Increase supply, increase promotion

According to the General Statistics Office - Ministry of Finance , in the first 10 months of 2025, the total retail sales of goods and consumer service revenue at current prices is estimated at VND 5,772.9 trillion, up 9.3% over the same period last year. Trade and service activities in October continued to maintain growth momentum despite being affected by natural disasters and floods in some localities.

In the first 10 months of 2025, total retail sales of goods and consumer service revenue increased by 9.3% over the same period last year (Photo: Kim Ngan)

According to the assessment of the General Statistics Office, the above results reflect the steady recovery trend of the domestic market. Thanks to good control of inflation, macroeconomic stability, and policies to stimulate consumption and tourism, market confidence has been significantly strengthened, contributing to maintaining stable growth momentum for the economy .

There is only more than 1 month left until the end of 2025. Retail businesses have been promoting solutions to stimulate consumption and boost domestic market growth. Talking to reporters of Cong Thuong Newspaper, a representative of Winmart supermarket said that the WinMart/WinMart+ system is promoting the implementation of a series of events "Gratitude Festival, Family Taste" lasting until December 3, 2025 on the occasion of its 11th anniversary. With more than 4,500 points of sale nationwide, this retail chain is implementing "111 great deals", discounts up to 50%, buy 1 get 1 free for hundreds of essential products.

From November 6 to December 3, the biggest brand week of the year - Mega Brand Week brings together dozens of major brands with exclusive discounts of up to 49%, with prices starting from only 11,000 VND. The golden hours of "Happy Hour" (3:00 p.m. - 5:00 p.m.) offer shocking prices of 11,000 VND for many beverage products, creating a vibrant shopping atmosphere every day.

WinMart also promotes community engagement activities such as Good Living Caravan - a mobile retail festival held in residential areas and cultural houses, providing a modern shopping experience combined with family entertainment. With the slogan "Delicious meals - Clean and fragrant house - Health care - Happy and healthy children", the program spreads a modern lifestyle, connecting consumers and Vietnamese brands.

“In 2025, the company opened nearly 50 new modern supermarkets and more than 460 WinMart+ stores in just 9 months, serving an average of 32 million customers per month. The system is playing an important role in shaping civilized consumer habits, prioritizing high-quality Vietnamese goods with clear origins” - a representative of the WinMart/WinMart+ supermarket chain shared.

Fresh fruit is on big sale at WinMart on its birthday month.

Similarly, since the beginning of November, the shopping atmosphere has become bustling at supermarket chains across the country. At GO!, the amount of fresh products, vegetables, fruits and necessities has doubled. The program "10% off all fresh products" during the morning hours from Monday to Friday is considered a highlight to attract consumers.

Not out of the race, Co.op Mart launched a program with more than 5,000 products discounted up to 50%, with fresh food group being reduced by 35%, safe vegetables applying "buy 1 get 1 free" and 5% refund for household goods group. Ms. Nguyen Thi Kim Dung - Director of Co.op Mart Ha Dong said, on this occasion, the system organized a series of gratitude programs "Sweet Single" with gifts for the first customers with invoices containing two numbers 1, along with millions of gifts for close members.

Along with promotions at the point of sale, businesses also expand online channels to meet the diverse needs of consumers. Lotte Mart launched the "Membership Privileges" program with discounts of up to 50% on a series of domestic and imported products, from salmon fillets, Comfort fabric softener to Elmich Inox304 thermos.

Expectations from E-commerce Week and year-end stimulus program

Consecutive weeks of discounts not only help consumers save money on shopping, but also create a strong "push" for domestic consumption growth. It is expected that the National E-commerce Week and Vietnam Online Shopping Day - Online Friday 2025, hosted by the Ministry of Industry and Trade , will take place from November 13-17 with discounts of up to 100% of the value of goods, continuing to spread a new wave of discounts to consumers.

Mr. Nguyen Huu Tuan - Director of the Center for E-commerce and Digital Technology Development (eComDX) affirmed that this event aims to strengthen market confidence and elevate Vietnamese brands in the digital space. In the context of strong growth in e-commerce, Online Friday is expected to contribute to stimulating consumer demand and promoting the real development of the digital economy.

At the same time, Hanoi City also launched the 2026 Concentrated Promotion Program, starting from the second quarter to the fourth quarter of 2026, expected to attract 1,000-2,000 retail, tourism, banking and e-commerce businesses to participate. The highlight of the program is to aim for green consumption and smart consumption, with a series of large-scale events such as "Hanoi Branded Goods Promotion Fair 2026", "Hanoi Midnight Sale", helping to increase purchasing power and spread the image of a dynamic and creative city.

Large-scale promotional programs, along with the response of leading retail chains, are bringing positive expectations to the Vietnamese retail market in the final months of the year. The combination of traditional channels and e-commerce not only helps increase revenue but also contributes to stabilizing prices, stimulating domestic consumption and promoting economic growth.

With a long-term development strategy, along with the spirit of innovation and creativity of businesses, the Vietnamese retail market is expected to make sustainable progress, becoming an important fulcrum for the economic growth target in 2025 and the following years.

On October 21, 2025, Deputy Prime Minister Bui Thanh Son signed Decision No. 2326/QD-TTg approving the Strategy for developing the Vietnamese retail market to 2030, with a vision to 2050. Accordingly, the total retail sales of goods and consumer service revenue nationwide are targeted to increase by an average of 11-11.5% per year in the 2025-2030 period, towards a civilized, modern, synchronous and sustainable market.

The strategy encourages the development of technology-based retail models, linked to e-commerce and digital transformation trends, while promoting domestic enterprises to innovate and participate more deeply in the global value chain. In addition, the government aims to develop a synchronous retail infrastructure, especially in rural and mountainous areas, to expand people's access to quality goods.

Along with the breakthrough of e-commerce, online channel sales are expected to account for 15-20% of total retail sales by 2030, with a growth rate of 15-20% per year. This is a golden opportunity for Vietnamese retail businesses to expand market share, increase competitiveness and affirm their position in the region.

Source: https://congthuong.vn/thi-truong-ban-le-ky-vong-lon-trong-mua-mua-sam-cuoi-nam-429985.html