Unlock Your Retail Growth For Vietnam’s 2026 Holiday Season

The holiday season is a critical period for Vietnam’s retail sector, with Tet alone accounting for roughly 20 percent of annual FMCG revenue. This article will explore the unique features of Vietnam’s holiday season, examine evolving consumer behavior, and provide a strategic outlook for brands to capitalize on these opportunities.

Understanding the holiday season in Vietnam

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Holiday seasons often remind people of festive celebrations, spanning from Christmas to the New Year. It is a time when family and friends reconnect and exchange warm wishes. Gift-giving culture marks it as the peak season for the retail industry.  

However, the landscape in Vietnam is quite different. The celebration of the two holidays is relatively modest.

See also: Vietnam’s Retail and Commercial Real Estate Market in 2025

Christmas and New Year’s celebration

Since Christmas is not an official public holiday in Vietnam, businesses operate normally, and celebrations only take place after work hours. Meanwhile, with only one day off on January 1 for the New Year, people tend to celebrate with nearby loved ones rather than travel long distances.

Dining out, exchanging small gifts, or joining public countdown events are the most popular activities. With minimal celebration, this period serves as an opening to a much longer, larger festive holiday.  

Tet (Lunar New Year)

The peak of the holiday season is Tet (Lunar New Year), marking the start of the new year by the lunisolar calendar. In 2026, the Tet public holiday lasts about a week, from February 14 to February 22.

The event emphasizes the importance of a fortuitous fresh start, prosperity, and family unity. Preparation often begins even a month before the holiday, including purchasing new household items and clothing, stocking up on food for family gatherings, and preparing red envelopes or gifts for family visits. These traditions generally increase demand in the retail sector.

In addition, the country also witnesses a substantial influx of overseas tourists during the holiday season. According to the National Administration of Tourism, foreign arrivals during the last Tet Holiday increased by approximately 30 percent year-on-year, driven by improved visa and entry policies.

Outlook for Vietnam’s consumer spending this holiday season

Vietnam is expected to enter the upcoming holiday season with uncertainties, fuelled by global geopolitical tensions and unpredictable climate change. While the government has calibrated price controls with an average monthly CPI growth of 3.29 percent in the first eleven months of 2025, Vietnamese people are still exposed to financial uncertainty.

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According to the ASEAN Consumer Sentiment Study by UOB, concerns about inflation and rising household expenses persist, especially after the minimum wage increase in July 2024, reflecting regional trends.

However, financial prudence doesn’t mean cutting back on holiday spending. Experts expect Vietnamese consumers to become more financially savvy, focusing on value rather than affordability and carefully planning budgets for celebrations, gifts, and family reunions.

Such behavioral shifts are most apparent during Tet, the country’s primary consumption season. Recent findings from Decision Lab revealed a clear shift in shopping patterns across the three distinct phases of the Tet shopping journey.

• Phase 1-  Early preparation: Vietnamese consumers tend to plan in advance to secure good deals and avoid last-minute surges. More than a third begin planning 40 days before Tet. Sixty percent start making purchases 20 days before Tet. Demand is strong across FMCG, groceries, apparel, and accessories.
• Phase 2 – Core festive spending: This is the peak of holiday consumption for family gatherings, home preparation, and ceremonial activities.
• Phase 3 – Post Tet consumption: After the main celebrations, consumers shift from gifting to self-reward. Spending turns to personal well-being. There are notable increases in demand for medical services, spa treatments, dentistry, and lifestyle-oriented categories.

As Vietnamese consumers shift toward budget-conscious choices and value-driven purchases, brands should pay attention to these evolving behaviours and tailor their strategies to capture demand and drive holiday-season sales growth effectively.

Unlocking emerging retail products during Tet

Tet represents the most pivotal period, contributing approximately 20 percent of the annual value in the fast-moving consumer goods (FMCG) sector. The following are notable product categories during this holiday period:

According to NielsenIQ, traditional trade continues to dominate Tet shopping. Meanwhile, e-commerce is expanding rapidly due to its convenience and promotional programs. Consumers increasingly select purchasing channels based on the specific product category.

Strategic outlook for the retail sector

With Christmas approaching, the Vietnamese holiday season is set to begin. This is a commercial cycle characterized by distinct phases of preparation, celebration, and post-holiday consumption. To succeed, brands should plan early, maintain strong visibility, and align with evolving consumer expectations.

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• Align marketing campaigns with early preparation behaviors: Brands should launch marketing campaigns before the peak period to match consumers’ advanced planning and shopping habits.
• Tailor product and packaging design for holiday occasions: Packaging should reflect festive themes, traditions, and convenience to increase relevance to local consumers.
• Implement effective pricing and promotions: As consumers become more value-driven, targeted discounts and clear pricing can drive additional purchases.
• Adopt an omnichannel strategy: An integrated channel approach ensures consistent visibility and seamless access at all key touchpoints.

See also: Guide to Setting Up a Retail Business in Vietnam

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