Vietnamese New Year, known as Tết, is just around the corner, and this time, the nation is witnessing some significant trends as consumers prepare for family gatherings and celebrations. According to recent studies, 80% of Vietnamese travelers prioritize affordable travel options as they plan their Tết festivities, indicating a move toward practical expenses during this festive season.
Booking.com reported its 'New Year Offers' featuring discounts ranging from 15% to 75% on accommodations booked between January 1, 2025, and April 1, 2025, appealing to budget-conscious travelers. Notably, Đà Lạt remains the most popular destination, attracting holidaymakers with its serene weather and beautiful scenery. Activities like kayaking and camping at Tuyen Lam Lake have captured the interest of travelers seeking solace amid nature after the busyness of urban life.
Nha Trang takes the second spot as another favorite destination where culturally rich experiences await, such as the renowned traditional water puppet shows. Meanwhile, Phú Quốc ranks third, luring visitors with idyllic tours to pristine islands, ideal for snorkeling and enjoying tropical landscapes. Such affordable yet enriching experiences are increasingly appealing to families re-assessing their holiday plans due to rising living costs.
Vietnamese consumers are also showing shifted patterns toward sustainable living. This shift is especially apparent as Tết approaches; many are opting for local products, as shown by the increase of 70% in the consumption of domestic goods over recent years. Households are budgeting their spending more accurately, allocating only 20%-30% of their monthly income for Tết, compared to 35%-40% before, reflecting both economic prudence and changing consumer priorities.
Sustainable and green products are remarkably trending for Tết 2025, coinciding with Vietnam's commitment to pursuing green consumerism. Products like organic food, reusable packaging, and handmade gifts resonate well with the changing attitude of consumers who now prioritize health and environmental responsibility.
The e-commerce scene is thriving with predictions of hundreds of thousands of áo dài sales dance across online platforms leading up to Tết 2025. With previous reports showing significant expenditure on áo dài, consumers are inclined to purchase modern traditional outfits online due to convenience and affordability. Approximately 36% of sales come from áo dài priced between 200,000 and 350,000 VND ($8.50-$15), indicating the popularity of accessible fashion choices among Vietnamese families.
Metrics from the e-commerce market indicate strong growth potential across various industries, particularly showing demand for beauty products, traditional foods, and versatile Tết gift items. Online shopping will play a pivotal role as shoppers lean toward buying essentials like food and other household items earlier to avoid last-minute expenses. The anticipated total revenue from online retail during Tết shows remarkable growth, with consumer reliance on these platforms expected to double over last year.
Celebration of Vietnamese traditions also thrives, with various activities planned. Cooking classes for traditional festive dishes are particularly popular, allowing consumers to reconnect with their culture and enjoy the process of creating meals for loved ones. Events around the practice of making biodegradable and environmentally friendly gifts encapsulate the spirit of unity and sustainability central to Tết.
Consumers are likely to personalize their gifts by choosing items best suited for each recipient, contributing to increased transactional joy among family and friends. Focusing on health, many opt for health-centered gifts like organic fruits or wellness products for their loved ones, as seen through growing sales of herbal teas and nutritious snacks this Tết.
Through Tết 2025, the cultural expression will mix with contemporary needs and green practices, leading to opportunities for businesses to embrace sustainability. Initiatives such as Nestlé Vietnam's 'Green Tết' campaign demonstrate responsibility and align with consumer interests, providing resourceful options to those celebrating the occasion without compromising on values.
The vibrancy of Tết compels the nation to come together by celebrating its rich heritage, embracing sustainability, and leveraging modern shopping practices. Budgets may be tighter this year, but with creativity and adaptation, Vietnamese consumers are set to enjoy the festive period meaningfully and memorably, ensuring it's not just about spending but truly cherishing bonds with family and friends.