Quick Study Recap
Study design: To understand the evolving journey of Tet shoppers, the research tracked consumer sentiment and spending behaviour across three key phases of the festive cycle:
- Phase 1: 20 days before the 1st day of Tet: The early preparation and gifting period
- Phase 2: 23 Dec – 7 Jan (Lunar Calendar): The core celebration window
- Phase 3: 7 Jan – 22 Jan (Lunar Calendar): The post-Tet rebound, marked by self-reward and lifestyle spending
Industries covered: The study explored nine major consumer verticals reflecting Vietnam’s vibrant Tet economy:
- Food
- Groceries & Supermarkets
- Apparel & Accessories
- Household Goods & Appliances
- Beauty & Cosmetics
- Sports, Travel & Outdoor Activities
- Spa & Wellness Services
- Medical Consultation & Treatment
- Dentistry & Cosmetic Surgery
Download the full Tet Consumer Path-to-purchase report.
Multi-wave demand emerges as Tet shopping extends beyond the holiday
While Tet has always centred on giving and togetherness as part of Vietnamese tradition, consumer behaviour has evolved beyond a single pre-holiday rush. Demand has built steadily before Tet as shoppers prepare for celebration and gifting, then has rebounded strongly afterwards as consumers shift from rewarding others to rewarding themselves. This has created distinct opportunities for brands throughout the extended season.