CaliToday (03/1/2026): With the Year of the Horse just around the corner, Vietnam’s retail engine is roaring back to life. As supermarkets and shopping malls enter the critical "golden weeks" leading up to the Lunar New Year, economic indicators point to a distinct shift in consumer behavior: the belt-tightening of 2025 is over, replaced by a calculated willingness to spend.
Preliminary data released this week suggests a 5-8% increase in total purchasing power compared to the same period last year. However, the contents of the average shopping cart have evolved. While tradition remains king, technology is fast becoming the queen of Tet gifting.
The "Tech-Tet" Phenomenon
Perhaps the most striking trend of the 2026 season is the surge in electronics sales, a category previously secondary to fashion and home decor during the holidays.
Retail giants are reporting double-digit growth in the "Smart Home" sector. Robot vacuum cleaners with AI obstacle avoidance and smart kitchen appliances are topping wish lists, marketed as gifts that "free up time" for families to enjoy the holiday together. Additionally, with the recent release of next-generation smartphones in late 2025, tech gadgets are increasingly replacing traditional gold or cash as the preferred high-value gift for younger family members.
"We are seeing a 'utilitarian upgrade' mindset," explains Tran Minh Tuan, a retail analyst in Hanoi. "Consumers aren't just spending more; they are spending smarter. They want gifts that add lasting value beyond the holiday week."
The Premiumization of the Pantry
In the food and beverage sector, quantity is giving way to quality. The "Food" category remains the largest slice of the Tet economy, but the demand for generic confectionary is flattening. In its place, there is a booming market for "health-conscious" and premium imported goods.
Supermarket chains have expanded their inventory of organic produce, imported fruits (such as cherries and Korean strawberries), and high-end functional foods by 20% compared to 2025. This aligns with a broader post-pandemic shift where Vietnamese consumers prioritize health safety and nutritional origin over price alone.
A Digital Rush
The atmosphere is just as frenetic online. E-commerce platforms are currently experiencing peak traffic, with livestream shopping sessions driving record turnover. Logistics companies warn that delivery slots for heavy goods are filling up faster than in previous years, urging consumers to finalize big-ticket purchases by the second week of January to guarantee arrival before the fireworks begin.
While challenges remain—particularly regarding global logistics costs—the mood on the street is one of cautious optimism. Vietnam is ready to celebrate, and this year, it’s celebrating with a blend of high-tech convenience and high-quality tradition.