Bustling 'sale hunting' season at the end of the year

November and December mark the peak shopping and promotion period of the year, driven by major trade and consumer events, as well as high-demand occasions such as Christmas and New Year’s celebrations.

Kohnan Supermarket in Bien Hoa (Tam Hiep ward, Dong Nai province) is offering numerous major promotions during Black Friday at the end of November 2025. Photo: Hai Quan

Numerous consumer stimulus programs

Black Friday is one of the most significant shopping events of the year, held on the last Friday of November annually. In particular, Black Friday also falls during the year-end period, closely preceding a series of major holidays such as Christmas, New Year’s Day, and Lunar New Year. Many shopping centers and supermarkets in the province implement large-scale promotions and consumer stimulus programs with extended promotional periods during this time.

Nguyen Duong The Kiet, Manager of Kohnan Supermarket in Bien Hoa (Tam Hiep ward, Dong Nai province), shared that this year’s Black Friday will feature numerous major promotions, including “buy 1, get 1 free” on various products and discounts of 40-60% on items such as home appliances, cosmetics, food, and brown rice cakes. In addition, during this Black Friday, the supermarket is offering a special promotion: customers who follow Kohnan’s new Zalo OA channel will receive a 10% discount voucher applicable to their total purchase at the supermarket.

According to Vu Thanh Tan, a representative of the Communications Department of Central Retail Group in Vietnam, the GO! Supermarket system, including GO! Dong Nai (Long Hung ward) and GO! Tan Hiep (Tam Hiep ward) officially kicked off the year-end shopping season with a series of special promotions running from November 20 to December 3. Offering a wide range of products from fresh food and ready-to-eat items to essential consumer goods, the program provides nationwide shoppers with opportunities to save. Many fresh food products are offered at deep discounts of 20-30%.

A representative from the Marketing Department of Co.opmart Dong Phu stated that at the end of November, the supermarket will launch a promotional campaign offering discounts of up to 49% on select essential consumer goods, processed foods, beverages, cosmetics, and household appliances. Weekend promotions are also being applied to private-label products, household items, apparel, and cosmetics. In addition, the supermarket is offering gifts and reward points to member customers shopping every Tuesday, as well as during the Black Friday event on November 27 and 28.

During significant promotion periods such as Black Friday, many fashion and cosmetics stores implement deep discounts of 30-50%, as well as promotions like “buy 2, pay for 1,” “buy 1, get 1 free,” and fixed-price offers on multiple products to stimulate shopping. In addition, there are various attractive promotion formats, including “golden hour - golden day” deals, bundled offers, cashback, and gift incentives.

Nguyen An, owner of a fashion store in Tran Bien ward, Dong Nai province, said that this year’s Black Friday is a “golden opportunity” for the retail fashion market to stimulate consumer spending, thereby boosting year-end sales strongly.

“At this time, my store is offering deep discounts of 25-65%, and even ‘buy 1, get 1 free’ promotions on certain items. This promotion benefits both buyers and sellers, enabling customers to find great deals. At the same time, the store can restock and display new collections in time to meet the demand for holiday season shopping,” Nguyen An shared.

Boosting promotion and marketing on digital platforms

Recently, multi-channel retailing has been gaining increasing emphasis. On digital platforms, store owners are actively strengthening their online presence by partnering with major e-commerce platforms, offering large discount codes and free shipping incentives to meet the needs of digital-era consumers. As a result, shoppers are ready to take full advantage of Black Friday to hunt for deals.

According to the Ministry of Industry and Trade, the Online Friday 2025 event has attracted strong participation from businesses, manufacturers, logistics providers, and organizations providing digital infrastructure solutions, creating a dynamic ecosystem for online shopping nationwide. In particular, the departments of industry and trade in provinces and cities nationwide will actively help disseminate information, connect local businesses, and promote participation in their respective areas, thereby contributing to the program’s wide-reaching impact.

In mid-November 2025, the Department of E-commerce and Digital Economy (Ministry of Industry and Trade) officially launched the National E-commerce Week and Vietnam Online Shopping Day - Online Friday 2025. This event is not only the largest online shopping festival of the year but also promotes the message of smart, responsible, and sustainable consumption. This year, the Online Friday livestream series, themed “Safe - Secure - Enjoyable,” will run continuously, providing practical guidance on how to distinguish genuine products from counterfeits and offering tips for smart and safe shopping, aimed at raising awareness and protecting consumers.

Co.opmart Dong Phu Supermarket (Dong Phu commune, Dong Nai province) is implementing numerous promotions on household products for Black Friday. Photo: Courtesy of collaborator

Le Duc Thuan, Director of Lotte Mart Dong Nai (Long Binh ward, Dong Nai province), stated that Lotte Mart Dong Nai focuses on integrating a modern, multi-channel retail model. During the year-end shopping peak, the supermarket will launch a prominent promotion to celebrate Lotte’s 17th anniversary. Notably, the promotion program running from November 26 to December 9 will feature deep discounts on a wide range of products and items, particularly household items, cosmetics, and kitchenware.

Huynh Gia Tu (from Bien Hoa ward, Dong Nai province) said that the annual Black Friday is an opportunity for her to “hunt” for branded or high-quality products at excellent prices. She prepared a list of desired items in advance and waits for this occasion to “place her orders.”

“I always choose this occasion to shop and prepare outfits for my whole family for the upcoming holidays and Tet. In particular, Black Friday offers excellent promotions, a wide variety of products both online and in-store, across categories from fashion to consumer goods and health, providing an excellent shopping experience for consumers,” Tu shared.

By Hai Quan - Translated by Huyen Trang, Minho